With a passion for art, design, and photography, Fatma began her career showcasing her photography across the UAE. Her unique and inspired perspective of her Emirati cultured led her to design the artwork for her very first product, a set of t-shirts, under the label FMM. Launching in 2012, FMM began as a conceptual insight into Arab culture, reflected through tongue-in-cheek illustrations of cultural stereotypes and societal obsessions that won the hearts of the young, trend-focused and vibrant audience of the UAE.
Proving her fashion design ability in addition to her graphic artistry, Fatma launched her debut clothing collection in 2012 featuring her most loved illustrations and introduced colorful patterns, including the launch of the iconic Dinhoud dress collection.
2013 saw the launch of her very first accessories collection where FMM began a movement towards cultural pride with the Niqab and Bisht iPhone cases. A cult-like obsession of selfies followed!
Each item and artwork is designed by Fatma, on her desk, in her little studio, in sunny Dubai, with love.