Deluxe streetwear brand EXTREMEDY has exploded onto the fashion scene with an unapologetically bold and brash debut show hosted at Cavalli Club, Dubai. Bringing together the who’s who of the Middle East fashion scene, key Editors and Influencers gathered, plus notable celebrity guests including Mohamed Hadid, Chloe Green, Latifa, Cheb Khaled and May Hariri. Attendees dined on a gourmet dinner while watching the highly choreographed grunge spectacular, featuring celebrity models Jeremy Meeks and Andreea Sasu.

A celebration of indulgent self-expression, EXTREMEDY juxtaposes electrifying street culture with a luxury aesthetic, deliberately fanning the flames of fearless fashion rebels, who care neither for trends, opinions nor approval. Laced with understated strength and a hearty dose of controversy, EXTREMEDY’s distinct look is complex and layered with a message that extends far beyond its destructive edge.

Fuelled by frustration in a contrived and over-processed world, the brand showcases fierce men’s and women’s fashion, tailored to today’s style-savvy insurgents. Designed for strong-willed power players, its nonchalant approach to trends and conformity is apparent from every angle.

The debut Autumn/Winter 2019/20 collection comprises a number of limited-edition street style separates including distressed denim, biker jackets, destructed hoodies, roll-neck zip sweaters, barely-there minis, puffa coats, camouflage and utility wear – all highly embellished with an array of cloaked messages using intricate embroidery and bold inscriptions. The brand’s signature 1890 motif and spike stud accents are visible throughout the collection.

The EXTREMEDY Autumn/Winter 2019/20 collection will be available for pre-order from late March 2019, via www.extremedy1980.com.

Words: Ash Allibhai

james may