Apparel Group’s brand Steve Madden Joins Forces with Saudi Fashion Icon Fozaza to Empower Middle Eastern Talent

The ‘Beyond Boundaries’, collection Featuring Fozaza, Highlights the Unity of Fashion and influence

In a groundbreaking celebration of artistic expression, Apparel Group’s leading fashion footwear brand, Steve Madden, is thrilled to announce the launch of its second collaboration with the self-made Saudi designer, entrepreneur, and influential fashion figure, Fozaza, a.k.a Alanoud Badr for 2024 Ramadan season. This announcement follows the UAE preview event on February 26th, which kicked off the series of unveilings for the collection.  Building on the success of last year’s campaign, this partnership introduces Fozaza’s exclusive limited edition collection design called “Beyond Boundaries”, an innovative extension of Steve Madden’s Ramadan Collection that celebrates chic, contemporary designs and the spirit of self-made success.

The “Beyond Boundaries” collection emerges as a testament to innovation, encapsulating the playful, chic essence that characterizes both Steve Madden and Fozaza. This collaboration ventures into new realms of fashion, aiming to captivate those bold enough to define their personal style and make a statement. The collection distinguishes itself with a unique style that ingeniously melds fun elements with chic sophistication, commanding the attention of fashion enthusiasts globally.

Neeraj Teckchandani, CEO of Apparel Group, expressed his enthusiasm for the collaboration, saying, “The ‘Beyond Boundaries’ collection is a significant step in our commitment to celebrating and promoting the remarkable talent in the Middle East. Working with Fozaza, we aim to push the boundaries of conventional fashion while embracing the diverse heritage that enriches this region.”

Fozaza, reflecting on the collaboration, expressed, “Joining forces with Steve Madden for the ‘Beyond Boundaries’ collection has been an empowering journey. This partnership is all about showcasing individuality and the strength of collaboration. We’re excited to present a collection that transcends all boundaries and challenges fashion norms, while celebrating bold, self-expressive styles.”

Steve Madden also commented on the collaboration’s significance, saying, “Our work with Fozaza on the ‘Beyond Boundaries’ collection represents our mutual aspiration to redefine fashion limits and celebrate personal style. This collection is a tribute to those who dare to stand out and be unapologetically themselves. It’s about authenticity. It’s about embracing individuality”.

The unveiling of the “Beyond Boundaries” collection will continue with launch events throughout the Middle East, including in Qatar on March 7th and in KSA during the holy month of Ramadan. These events aim to showcase the collection’s innovative blend of fashion, further spotlighting the initiative to empower and celebrate Middle Eastern talent during the Ramadan season.

Inspired by global fashion trends yet deeply connected to the spirit of the Middle East, the “Beyond Boundaries” collection offers pieces that are both playful and fashion-forward. This cross-cultural collaboration transcends geographical and cultural barriers, championing individuality and self-expression. It skilfully combines various influences to make a statement that resonates worldwide, focusing on the empowerment of Middle Eastern talent.

This collaboration underscores the importance of supporting and promoting young, self-made talent within the Middle East, in line with Steve Madden’s own journey to success. Fozaza, as the face of the collection, showcases her distinctive design vision, offering playful, boundary-pushing designs that embody the essence of Steve Madden fashion and highlight the dynamic talent of the Middle East.

About Apparel Group LLC

Apparel Group is a global fashion and lifestyle retail conglomerate residing at the crossroads of the modern economy – Dubai, United Arab Emirates. Today, Apparel Group caters to thousands of eager shoppers through its 2100+ retail stores and 85+ brands on all platforms while employing over 20,000+ multicultural staff.

Apparel Group has carved its strong presence in the GCC and expanded thriving gateways to market in India, South Africa, Singapore, Indonesia, Thailand, Malaysia, and Egypt.

Additionally, clear strategies are in place to enter emerging markets such as Hungary and Philippines.

Apparel Group has created an omni-channel experience, operating brands originating from the USA, Canada, Europe, Australia, and Asia. The brands include leading names in fashion, footwear, and lifestyles such as Tommy Hilfiger, LC Waikiki, Aeropostale, Calvin Klein, Levi’s, Beverly Hills Polo Club, Jamie’s Italian, Tim Hortons, Cold Stone Creamery, Inglot, Rituals.

Apparel Group owes its amazing growth to the vision and guidance of its dynamic Founder and Chairwoman, Mrs. Sima Ganwani Ved, who has taken the company from strength to strength since its inception in the last two decades.

About Steve Madden

Steve Madden designs, sources and markets fashion-forward footwear, accessories and apparel for women, men and children.  In addition to marketing products under its own brands including Steve Madden®, Dolce Vita®, Betsey Johnson®, Blondo®, and GREATS®, Steve Madden licenses footwear and handbag categories for the Anne Klein® brand.  Steve Madden also designs and sources products under private label brand names for various retailers.  Steve Madden’s wholesale distribution includes department stores, mass merchants, off-price retailers, shoe chains, online retailers, national chains, specialty retailers and independent stores.  Steve Madden also directly operates brick-and-mortar retail stores and e-commerce websites.  Steve Madden also licenses certain of its brands to third parties for the marketing and sale of certain products in the apparel, accessory and home categories.  For local store information and the latest sandals, dress shoes, fashion sneakers, boots, booties and more, please visit, and our other branded websites.

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