Reading this article was the first time I learned of this fabu boutique and store owner. Sonia Eram owns Mameg (Kurdish for "breast") boutique in Beverly Hills, CA. A bit kitchy, but nonetheless still maintains its class. Her "relative anonimity", as journalist Cat Doran put it, was something I admired. It reminded me of Maison Martin Margiela, but I suppose that's why the two boutiques are conjoined at the hip on Santa Monica Blvd. Mameg houses some of the most intricate, forward minds of fashion such as Huessin Chalayan and Viktor & Rolf. Each piece in the store has a reason for being there. Not just for the sake of making profit or succumbing to fashion trends.
She talks of her displacement in America because of her upbringing as an Iranian Kurdish woman, but transfers this passion into her work. Chalayan describes her appeal as such "... Being an outsider creates a sort of floating eye. It could be rootlessness—she belongs nowhere and everywhere." You could tell her thought patterns lied outside the capitilistic perspective or the narcissist need to be different in an individualistic society as she honed in creating a space that personifies her Self. The boutique is a direct indication of her personal experience in life. “I’ve tried so hard to make Mameg a place where the love for hospitality, genuine curiosity, tolerance for new ideas, as well as past mistakes and purity of design, are welcomed and cherished.”
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