Her confidence is the first thing you notice the minute she walks into the room. She may not be wearing any screaming statements, but it is almost impossible to miss her charm and evident persona. Whether packed with friends or business associates, to her, all rooms are arenas for work and fun.
Lama Jouni is a young Lebanese designer who recently joined Dubai’s army of promising Middle Eastern talents. The minimal designer tailors clothes for confident and powerful women, who do not need bizarre or unconventional fashion.
Jouni’s growing customer base highly appreciates her minimal and edgy silhouettes that aim to empower women and assure the utmost comfort. After stepping into the Parisian pool of iconic designers in 2007, Jouni decided to establish her own label in Dubai in 2015.
In a relatively short period of time, the designer has managed to grab attention and demand instant appreciation. The designer just celebrated the launch of her new AW16 collection during the latest season of Dubai Fashion Forward.
The collection did not disappoint, as the designer managed to maintain all of her signature elements while adding new exciting ones. The earthy collection showcased Jouni’s impeccable tailoring and an eye for detail. Meanwhile, it clearly elaborated her aesthetic.
Daily News Egypt spoke to the designer to find out more details about her label as well as the ways to attain her latest designs.
(Photo courtesy of Getty Images)
Why did you choose to establish your brand in Dubai?
I chose to move to Dubai because of the endless opportunities a designer can have here. As an entrepreneur, and not only a designer, I felt that I can grow my brand in the UAE first and then take it anywhere in the world.
How far did your training at Balmain, Rad Hourani, and Reed Krakoff affect your aesthetic?
It did not only affect my aesthetic; in fact, it has helped in every aspect of my brand. In regards to my aesthetic, I have always wanted to design for women who are strong, independent and like to stand out.
How would you define your target client?
I often prefer to describe her as a strong, seductive, yet, simple woman.
Parisian, Lebanese or Egyptian; what is the common fashion element that all women look for in your label?
Good tailoring; I always make sure that my designs complement women’s bodies for everyday wear.
How well does the local market welcome, appreciate and support your designs?
The local market appreciates anything with quality, and that is my main focus for the brand. Therefore, I had major support here in the UAE during the brand’s primary phase.
What is the new factor that you aimed to add to your new collection, AW16?
Colour! Living in a city like Paris for a long time got me used to monochromic colours. Accordingly, it was hard for me in the beginning to get out of my comfort zone.
When will your AW16 be available in Egypt?
Very soon, we are currently working on the production. Meanwhile, our SS16 is currently available in Egypt through Coterique.
