REEMAMI unveiled its latest collection, “As I Remember It,” through an immersive exhibition at The JamJar, transforming the venue into a dreamlike world of memories, imagination, and playful discovery. Created by Palestinian designer Reema Al Banna, the experience moved beyond a traditional fashion presentation, inviting guests to step directly into the REEMAMI universe.

Blending fashion, art installation, and performance, the exhibition featured models, all friends of the brand, moving naturally through grassy landscapes, artworks, personal archives, and interactive moments. Guests were encouraged to explore, paint, gather, and become part of the experience itself.

At the centre of the presentation was a collection that revisits REEMAMI’s visual archive, bringing together prints developed across the brand’s history with new ideas created for 2026. Designs dating back to 2015 were reimagined alongside new creations, allowing memories and timelines to coexist within one visual language. Zebra prints met cross-stitched checks, florals intertwined with planets, and familiar motifs returned in unexpected colours and scales.

Inspired by childhood memories, beach toys, family photographs, and Reema’s memories of appearing in her father’s dental clinic brochures during the 1990s, the collection approaches nostalgia through a playful and surreal lens. Fabrics including lace, satin, cotton, appliqué, ropes, and layered prints were combined with pleating and reconstructed textiles, while sculptural details inspired by the agal introduced cultural references throughout the collection.

“This collection feels like opening an old memory box and finding everything mixed together,” said Reema Al Banna, Founder and Creative Director of REEMAMI, describing a world where memories, dreams, and different versions of ourselves can exist together.

The experience extended beyond fashion through a curated tablescape by Farah Tajeddin of The Art Supper, featuring archival REEMAMI fabrics and collected objects, and a menu by Dalia Dogmoch of Zinn Bistro, which reinterpreted flavours connected to Reema’s Palestinian heritage, including tabbouleh dumplings and musakhan rolls.

With “As I Remember It,” REEMAMI once again transforms fashion into an immersive act of storytelling, where memory, community, and imagination collide.