Known for his impeccable craftsmanship and keen eye for detail, Nemer Saade has redefined luxury menswear and, more recently, womenswear. In this exclusive interview, he shares his inspirations, what drives his creative output, the road to building a brand synonymous with excellence and why Lebanon always has and forever will remain close to his heart.

What can you tell us about your background and how you established a name in the world of high-end fashion?

My family history is rooted in craftsmanship. It all began with my grandfather more than a century ago; he moved to Brazil and met an Italian tailor who inspired him deeply.

From there, a journey was set in motion. My grandfather passed down his passion to his children, including my father, mother and a few other family members, who took the business further. When the family relocated to Beirut — a city renowned for its fashion, creativity and rich culture — they transformed tailoring into a thriving enterprise.

Growing up, I had the privilege of living alongside two remarkable generations — my grandfather and my father — while working closely with my uncles. This gave me invaluable experience and a profound understanding of the craft. As I matured, I found myself becoming more and more immersed in the intricacies of the business.

Tailoring is no easy profession; it demands dedication, skill and imagination. Determined to carry this legacy forward, I moved to Beirut in 2004 and established my own company, marking the next chapter in my family’s story.

In what ways do you incorporate Lebanese culture into your designs?

In reality, it doesn’t make much of a difference where someone comes from because my work focuses on individuals. I’ve developed a unique approach to cater specifically to business professionals across the globe. It’s not about blending or emphasizing Lebanese culture; instead, it’s about understanding the individual.

Courage is a key trait I look for and incorporate into my designs. This connection transcends borders; it’s universal. Whether Lebanese, Arab, American or another nationality, I design for dreamers, achievers and those with a vision.

How do you balance staying true to your vision while embracing global fashion trends?

We stay highly informed about the latest trends, including emerging colors and fabrics, which allows me to expand my creative ideas while staying grounded in my identity. When designing, I focus on integrating these elements with the unique personality of each client.

My approach isn’t about imposing trends on an entire culture — it’s tailored to my specific target audience. For instance, I might create bold, avant-garde designs for certain artists, whereas I take a completely different approach for others. Each client is special, so I don’t apply a one-size-fits-all philosophy.

To achieve this, we develop detailed profiles for each individual, considering their character, fabric preferences and overall costs. This meticulous process ensures that every piece is a true reflection of the person it’s made for.

Why have you chosen to keep your atelier in Beirut despite the challenges?

First and foremost, it’s about having the talent — the foundation of everything I do. Secondly, it’s driven by my deep patriotism. I take immense pride in representing Lebanon, and every item we create reflects that.

Each piece is a collaboration of Lebanese craftsmanship, infused with love and care. It’s not just about production. Sure, we could manufacture in Italy, Paris or the UK, but that would turn the work into just another product of design. Instead, I want our creations to tell a story, one deeply rooted in Lebanese culture and artistry.

When you experience our prints or wear our designs, you feel something different. There’s a soul to it — a touch of love and care that sets it apart. It’s this essence, this connection, that I’m most proud to share with the world.

Where do you relax in Lebanon?

Honestly, I’m not much of a sea person. I’m more drawn to nature. Though I’m not a fan of the cold, I still love the mountains and even mountain goats. I enjoy places where I can go hiking, spend time with friends or simply spend peaceful moments alone with my wife.

I’m particularly fond of quiet spots with a gentle breeze and pleasant weather. It’s something I feel Lebanon offers in abundance — an atmosphere that’s hard to find in many other countries.

What can we expect from Nemer Saade this year?

This year marks a special milestone — 20 years of my brand, which we celebrated just a couple of months ago. Reflecting on this journey, I recall how much clarity and focus I gained during the pandemic. Back then, while teaching at universities and navigating the challenges of the time, I found a sense of serenity that allowed me to see things more clearly. It was during that period of struggle — especially in 2022 — that I pushed through and realigned my vision.

I’ve drawn inspiration from the strength of women, particularly those who are empowered and ambitious. The women I design for are strong, confident and balanced. They know how to handle challenges, impose their presence and carry themselves with grace.

When a woman wears my clothes, it’s more than just fashion: it’s about identity. Clothes can evoke feelings of confidence and ambition, helping women become or embrace the person they aspire to be. I’ve held onto this vision, and things are moving in the right direction while staying true to the core identity of the empowered woman.

If you enjoyed reading about Nemer Saade, check out our interview with actor and director Zeina Daccache.