Marian Saud: The Argentine Designer with Brazilian and Arab Roots Who Has Captured Latin America with Her Designs
Márian Saud is an embodiment of elegance, sensuality, and chic irreverence. A woman who knows her desires subtly wields her strengths. Her journey in fashion, along with her team, has been dedicated to accentuating Latin femininity in all its glory. Saud has now established herself as a significant figure in the Argentine fashion industry and one of Latin America’s fashion emissaries.
Saud’s designs are recognized for their meticulous, architectural hand-embroidery, delicate transparencies, and celebration of feminine sensuality. In 2011, she co-founded Naima with a friend and later launched her namesake brand in Buenos Aires in 2013. Recently, she has also made her mark in Sao Paulo, and dreams of extending her influence to Europe, carrying her Latin and Arab heritage.
Saud takes pride in her custom-made pieces, including bridal wear, complemented by a ready-to-wear line that echoes the same artisanal aesthetic. “I relish catering to my clients’ every need—be it a suit, a coat, or a swimsuit. They know we can create whatever they desire,” she shares.
Over the years, Márian Saud has ascended to the pinnacle of the Argentine fashion industry, dressing countless personalities with her distinctive style.
In a candid conversation, Saud recounts the genesis of her intrinsic talent, which today reverberates in the fashion world. “I always wanted to study design. My mother was a doctor, and she considered it a legitimate career. In my time, studying design was somewhat unconventional, unlike today. However, she dissuaded me from pursuing design, as she had envisioned me in a haute couture atelier, not just as a seamstress working for a ‘brand’.”
Saud’s passion for fashion gradually developed, significantly shaping her career. “I initially considered traditional careers like law, but the idea of going to court bored me. I then explored international rights, but found it quite sexist. I asked myself ‘What do I want to do when I grow up?’, and I thought ‘I’d like to own an inn’, leading me to study Hospitality. The subject of Marketing in the Hospitality course fascinated me, so I pursued a degree in Marketing with a focus on clothing brands,” shares the designer.
This passion for trade related to fashion led her to establish one of the most popular brands in Argentina in recent years: Naima.
“In 2005, I was working in a company that didn’t feed my ambition. My boyfriend at the time noticed a vacant space in Santa Fe and Anchorena and suggested I start something there, knowing my fondness for clothes. I rented the place, bought coat racks, sourced clothes from Avellaneda, and made a good selection. It was successful, and I started creating mini collections of my own. I realized that my own designs could be more profitable than what I was selling,” Saud recalls.
With a determined vision for her future and faith in her talent, Márian aimed higher. “I dreamt of designing a new brand, opening stores in shopping centers, and controlling everything. I registered a brand under my name, which at that time was Mariana Saud.”
“I had a friend who frequently traveled with me and suggested we start the brand together. Her name was Naíma and she proposed using her shorter name for our brand. I agreed without any hesitation. We created Naima in 2010 and launched it in 2011. After we parted ways, I established my own brand, Marian Saud,” she revealed in this publication.
How do your haute couture collections come to life?
- My collections are born from my personal taste and what I would like to wear. All the dresses I create are first tried on by me, and I adjust the designs according to my body. The pandemic didn’t affect my design process, but it made me continue producing and designing relentlessly. I knew that once everything returned to normal, there would be a demand for beautiful dresses.
What is the common factor in your designs?
- I aim for sophistication, uniqueness, and careful detailing in my designs. They should look modern, elegant, and sensual without losing their refined edge. My goal is to make my designs stand out as original and distinct.
What are the differences between Brazilian and Argentine women?
- Brazilian style varies greatly from city to city. Women from Rio de Janeiro, São Paulo, and Salvador have very different fashion sensibilities. Women from Rio tend to dress in a sexy, tight, glittery style. They are sophisticated and trend-conscious, with a preference for embroidery and feathers. They always appear impeccably dressed and made up. Argentine women, on the other hand, are sensual and use color, but not as boldly as Brazilians. They might occasionally wear bright fuchsia or green, but generally, they prefer a more relaxed look without high heels or heavy makeup.
How would you define your brand?
- I would describe my brand as luxury haute couture. In Brazil, there are distinct levels of haute couture, and I’ve evolved through them: starting with ready-to-wear, moving to haute couture, and now, luxury. My garments are intricately designed, tailored to the individual wearer. If I were to design a dress for you, I would study your body shape, deciding where to accentuate or minimize, to create a flattering silhouette. My designs can take one to three months of work, with the finest materials and top-quality craftsmanship.
Where do you envision the future of your brand?
- In four or five years, I’d love to open another store in Europe, either in Italy or Spain. My dream is to entrust the management to a reliable person and relocate to a European beach, where I could oversee everything at a leisurely pace. My team often jokes that due to my hands-on approach, I would be asking about a dress’s readiness even while in labor. Nevertheless, it’s my dream, and I intend to pursue it!
