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About the Brand
The brand invites its audience to see the world through the eyes of the designer, offering a glimpse into her universe of inspiration, materials, and aesthetics.Drawing from stories rooted in Haifa and Jaffa, the brand reflects the rich cultural diversity and eclectic nature of the Levant.It also reveals a deep appreciation for cultural heritage, celebrating the contributions of women, particularly Palestinian women embroiderers, and showcasing the centuries-old craftsmanship and manual artistry behind the scenes.
The brand's name, meaning "to see the other," promotes openness to diverse cultures and encourages meaningful connections between people.In addition, the brand is dedicated to integrity and fairness, ensuring ethical production practices, fair wages, and environmental responsibility by championing slow, sustainable fashion and community-driven initiatives.
About the Designer
Born in 1988 and raised in Haifa, Samar Assaf is a fashion designer whose work is grounded in heritage, identity, and craftsmanship. She has developed independent collections and collaborated with various businesses, bringing a thoughtful and unique aesthetic to each project.
In 2015, she earned a BA in Fashion Design and a Teaching Diploma from the NB Wizo Haifa Academy of Design and Education. Her final project was selected among the top graduate works and received wide recognition from the local fashion industry and press.
Samar’s work draws deeply from her identity as a Palestinian from ’48, shaping a distinct visual language that blends tradition with contemporary design. She creates minimalist, high-quality casual pieces that are both sophisticated and effortless.
Her designs incorporate traditional Palestinian embroidery (tatreez), historic fabrics like handwoven Majdalawi, and Syrian silk sourced from East Jerusalem’s old market. Inspired by Arabic culture and patterns, each piece carries meaning and tells a story.
More than just garments, her work is a statement of presence, identity, and cultural memory. She is committed to preserving heritage and raising awareness around cultural appropriation—ensuring traditional crafts are honored and kept alive.