MFW – EXTREMEDY THE HEIST

FW 2020-21

The message behind the life and creations of Madi Abaida, which takes on global shape and dimensions in the name of enhancing women in all court, is a message of affirmation for women.

Business woman, outside the box, ironic and decisive, has poured this essence into Extremedy, the brand of which she is creative director and founder, dedicated to the free expression, individual and authentic, the exact reflection of the designer who, through fashion, shows that you must never be afraid to express yourself to achieve what you want.

Believing in yourself is the only way to be successful

So the history of the brand summarizes the life and experience of a woman, born in Casablanca in a closed society and averse to any free artistic expression, who, as a self-taught, explores her talented propensity for fashion once she moved to Spain and after having abandoned, against the opinion of the family, the studies of jurisprudence. A woman who knows the hardships of life but who is not overwhelmed. Her private affairs do not prevent her from focusing on her dream and creating Extremedy, the men’s and women’s fashion brand that for Madi Abaida means passion and life.

Her first fashion show in Dubai is a success and her collection is about to arrive at Milan Fashion Week, in an ideal celebration of that woman empowerment dedicated to women who must become aware of their power and ability, the freedom that they must have to express themselves and find their place within society and the world.

I believe in the power of women: being a woman means being courageous, daring, not being afraid of breaking borders. Thanks to fashion, especially women, are experimenting with a way of expressing themselves, without fear and, at the same time, making what they wear a reflection of their culture and the country to which they belong

Extremedy’s style accompanies the social changes that are revolutionizing the condition of women and carries on with its collections, together with lively creativity, the mission of enhancing and giving shape to the female dimension.

Extremedy summarizes this essence in an urban deluxe streetwear brand that does not follow the trends but contrasts the electrifying street culture with a luxurious aesthetic by merging it: the result is complex and captivating and retains a message that goes beyond the simple dress.

A unique, personal style, an immediate reflection of the designer who wanted to create something that previously was not totally unique and authentic, an expression of herself but at the same time out of the ordinary.

Extremedy Milan Fashion Show – Madi Abaida, Extremedy founder and designer

A strong and irreverent collection with a great personality that explores the courage to abandon the classic idea of elegance in the name of a post-apocalyptic streetwear couture in which the details, the studs, the patches, the metallic details – are reinterpreted in a tailored way.

The desire of freedom and redemption goes through the Extremedy FW 20.21 collection: an invitation to the courage to let yourself go, to be yourself outside the box and from the social labels in a wild race in the name of a total celebration of individuality. A strong and free tribe, which as a weapon uses the style of a roaring and original wardrobe born from the brand’s creations, designed for her and for him who do not follow the rules but write them.

Dress to be free: studied shapes give structure to super feminine dresses covered in light, with asymmetrical skirts, with important shoulders while adding an ironic and strong accent with the shimmering lettering. The epitome of power dressing is redefined with precise models; the tailoring of the garments is bright and shines with metallic motifs and multicolor details that make them an armor.

Extremedy women are wrapped in metallic dresses, they wear crop tops and shorts as if they were cocktail dresses, rock t-shirts and mini skirts; the colors are black, white, red and blue. Their men choose super-graphic t-shirts, on leather jackets with contrasting and hyper-equipped inserts – placed pockets, eco-fur, metallic inserts – and trousers that amplify an irreverent and strong masculine spirit.

And again hoodies and remodeled outerwear that express rebellion and strength, bringing totalizing messages and contagious energy to a strongly identity style that makes its electrifying, luxurious and unconventional street aesthetic.

The Extremedy collection, totally Made in Italy, is expressed in a precise attention to detail, fabrics and processes in the name of lively and inimitable excellence.

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