A Dubai-based maternity brand, Mina Roe, has been receiving global attention in recent weeks after mega-star Beyoncé wore one of their designs.
The star, who is expecting twins, donned one of the brand's outfits in a photo shared on Instagram by her mother, Tina Knowles.
The Arab brand has been garnering substantial attention in the UAE and is widely known for sharing its profits with an initiative that provides women with access to prenatal vitamins.
Speaking to The New Arab, Victoria al-Hashimi, from the company's marketing and public relations department explains how the idea behind the brand came up.
She says that Mina Roe is the product of a young mother who struggled to find stylish maternity wear that also fit with her needs during her pregnany.
Al-Hashimi also adds that extensive research went into the launch of the brand, which is designed to "positively change the way the world sees pregnant women but more importantly, change the way they see themselves."
The dress worn by Queen Bey
An Arab brand on the rise
Mina Roe's brand is focused on creating clothing that blends practicality with modernity and comfort.
According to The New Arab, its designs have become a hit with women in the region and in countries around the world.
And even though the company is proud to have been recognized by celebrities including Beyoncé, Al Hashimi stresses on the fact that the brand aims to reach all expecting mothers.
"We love all the expectant moms who choose to style their bump in Mina Roe, whether celebrity or not; they have all made the brand what it is today," she says.