George Azzi and Assaad Osta

Photo: Courtesy of Azzi & Osta
Lebanese designers George Azzi and Assaad Osta have unveiled their label Azzi & Osta’s fall 2021-22 haute couture collection. Deviating from their usual renowned architectural structures and solid geometries, the designers have dedicated the stunning 23-dress collection to the most abstract and volatile product in existence: perfume.
“Perfume is one of the most intimate choices a person makes; it reflects their allure and personality, their individuality – just like the notion of haute couture and how its ingredients are tailor-made specifically to the person. They go hand in hand,” the designers tell Vogue Arabia. “Perfume leaves a trail of your presence, it stimulates familiarity and emotion, and is different, whether flowery or musk, for day or night, or summer or winter. In short – it is a parallel universe, which gives another dimension of elegance.”
Photo: Courtesy of Azzi & Osta
The duo found inspiration for the collection while taking a trip to a perfume museum in the French town of Grasse, known for its long-established perfume industry. They discovered a vast universe of essences, be it osmanthus from Japan, pine needles from Canada, or sandalwood from India, drawing attention to the different territories, civilizations, talents and cultures that can intersect in a single bottle of perfume.
Osta says that jasmine was his favorite essence from the trip. “It locked a childhood memory of Lebanese breezy summer nights spent with family and loved ones. Honestly, for me, it reminds me of my grandmother,” says the designer. Meanwhile, Azzi vividly recalls the scent of bergamot in a class where he learned how to mix his own cologne. “Upon trying to guess what the essence was, the specialist said, ‘Notice how your mouth is watering; that’s because your brain subconsciously recognized already that it’s a fruit, not a flower.’ That was fascinating,” he says.
Photo: Courtesy of Azzi & Osta
So, how did the designers evoke the pervasiveness and lightness of a spray of perfume in their collection? They embroidered precious ingredients including orange blossom, peach bud, patchouli, magnolia, fig, neroli, and myrtle, that compose a typical fragrance, with subtle petals of fabric molded and colored by hand, accompanied by ribbons of tulle stitched together edge-to-edge in frills. Between one dress cut in the shape of a vase and another mimosa ball-shaped dress drawn from a cloud of tulle, the collection’s palette is delicate and light.
Three wedding dresses are the apotheosis of the collection. One of them, whose skirt is embroidered with myrtle flowers, is made of tightened velvet ribbons and speckled tulle. Another is embroidered with tuberose on Chantilly silk, under a layer of lace dotted with organza flowers and spangled with crystals, meant to be paired with a bolero of ribboned tulle. The third wedding dress is the closest to the brand’s signature sheath. Illuminated with sequins and embellished with organza feathers on the shoulders, it emerges from a veil covered with raised flowers.
Photo: Courtesy of Azzi & Osta
The designers say that although they love all their pieces from the collection, they have a soft spot for the dresses made of the natural, renewable fiber raffia: Pivoines and Grasse. “Those really took a lot of and attention, came out exactly as we imagined them and we are very happy with being able to achieve that from such a material uncommonly used on dresses,” they remark about the gowns printed in 3D with verbena and patchouli.
Pivoines. Photo: Courtesy of Azzi & Ota
“Pivoines tells a story in itself, inspired from baskets pouring peonies. Both dresses take the shape of a couture silhouette. Basket made of sustainable hand woven raffia, and flowers handmade one by one by a local artisan, a craft so rare nowadays! It’s the resume of the entire collection. The 3D printed looks bring lots of joy as it’s something we’ve used for the first time in couture, and the bridal looks, the tafetta cape… All of it is beautiful, really!” they admit.
Grasse. Photo: Courtesy of Azzi & Osta
The two lovers of nature subscribe rigorously to slow fashion, producing high-quality creations that stand the test of time. Pieces are produced on-demand, mitigating surplus and ensuring that fabrics are not purchased in bulk. Wherever possible, the fashion house sources sustainable materials, repurposing both fabrics and embroideries. The brand further employs local artisans and local production, meaning that not only is carbon footprint reduced, but communities are also engaged. The packaging is minimal, and any fabric remnants are donated to emerging designers, giving them a second life.
Adding to these conscious practices, the feathers on the dresses of this collection are not feathers, and nor is the fur, to help protect wildlife species. In light of climate change, the designers feel assured that if humanity can join hands to create beauty, it can also do so to save the earth.
Photo: Courtesy of Azzi & Osta
Azzi and Osta advise aspiring designers looking to incorporate similar eco-friendly principles in their collections to have sustainability as a lifestyle and not just as a message in a collection. “Looking out for the environment is something we practice in our daily lives and in our brand since launch. It becomes a continuous quest of research and learning – as the world becomes more aware, sustainable resources are becoming more available. It’s important to not forsake the cost of protecting the environment despite it being more costly. The effect is longer and gives back to all,” they add.
Photo: Courtesy of Azzi & Osta
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Photographed by Amanda Charchian
While the 90s have been “back” for a while, designers George Azzi and Assaad Osta have a deeply personal reason to look back on the glamorous era for their latest collection. It is when the Lebanese duo went through what is arguably the most transformative phase in everyone’s lives — the early teenage years. The fall 2021 collection pays homage to cherished memories at the beginning of their career which includes their “first fashion sketches, first mood boards, and their first purchase of chiffon after weeks of saving.”
Photographed by Amanda Charchian
“We often find ourselves going back there, to those years where our minds were full of dreams and exceptions,” shares Azzi. Osta adds, “The collection pays tribute to the moment in time when we chose this path. The time when we discovered our purpose and started to dream big. It was a time full of endless inspiration, crazy ideas, and sleepless summer nights – when we were too busy envisaging the future to sleep.”.
Photographed by Amanda Charchian
Edgy and cool, and at the same time, sharp and polished, the collection is an ode to angsty teenage years while channeling the many attitudes that stemmed from the 90s. The designers reimagine grunge with a juxtaposing element of glamour, and the result is sleek tailoring, airy chiffon creations, and powerful silhouettes — an Azzi & Osta signature.
Photographed by Amanda Charchian
In an adept play of masculine and feminine, sharp-cut trousers are paired with tulle corsets and plunging jackets are adorned with origami-fold suede detail. The collection also sees party dresses deconstructed with dinner jackets and finalized with an exaggerated couture bow. The essence of glam rock is permeated in the collection with bold silhouettes engulfed with an abundance of sequins, velvet, crepe, and tulle. As for the color palette, the duo keeps it simple with baby pinks, olive greens, off-whites, inky black, Bordeaux, and navy blues complemented with metallic nuances.
Photographed by Amanda Charchian
Although nostalgic for their past, Azzi and Osta have big plans for the future, after what has been an eventful year for the designers who call Beirut home. The duo plans to expand internationally and for their first step in that direction, have photographed their latest collection in LA.
Photographed by Amanda Charchian
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Photography: Amanda CharchianStyle: Dena GianniniHair: Peter LuxMakeup: Allan AvendañoModels: Amelie Tremblay and Halimotu Shokunbi

Azzi & Osta AW21 ready-to-wear collection. Photo: Courtesy

It has been quite a year for Lebanese designers George Azzi and Assaad Osta. The founders of the brand Azzi & Osta have tackled the challenges brought by the Beirut explosion and the coronavirus pandemic, and now, the label is launching its online store.
Over the last few years, the brand has promised its commitment to promote slow fashion across the world; and the launch of its first-ever e-commerce store is designed to do just that. Launching today, December 14, the online space represents the label’s mindfulness of the changing times and the importance of sustainability in the fashion realm. This is shown by the use of the pre-order business model, which allows the company to better create the balance between the supply and demand of the products and also minimize production waste. The online store features Azzi & Osta’s FW21 and SS20 ready-to-wear collections that are available for pre-order, where customers can expect to receive their pieces within two to four weeks of placing their order.
Beyoncé wears Azzi & Osta. Photo: Courtesy of Azzi & Osta

Since its launch in 2010, Azzi & Osta has become one of the world’s most sought-after brands, adored by many across the world including Beyoncé, Kendall Jenner, and Queen Rania. As the brand celebrates the launch of its online store, Vogue Arabia spoke to the founders, and designers George Azzi and Assaad Osta about what customers can expect from its e-commerce launch.
George Azzi and Assaad Osta, founders of Lebanese label Azzi & Osta. Photo: Courtesy

Tell us about your decision to launch your online store.
With all the uncertainty that 2020 brought, accessibility became a priority; especially with the demand we received from worldwide clients, so we felt it made perfect sense with our business model. On a strategic level, as a brand that creates both haute couture and ready-to-wear, it was an important stepping stone for awareness and outreach, in order to highlight the difference between haute couture being exclusive and made to measure, and ready-to-wear being fluid, accessible, and a lifestyle line.
What can customers expect from the online platform?
Clients can enjoy full access to the brand collections, videos, ethos, and values, as well as brand news, and new line introductions. It will be the Azzi & Osta essence and DNA in one digital platform.
Azzi & Osta AW21 ready-to-wear collection. Photo: Courtesy

As Lebanese designers, what is the most important thing this year has taught you?
Appreciation and strategic thinking; giving back to the world and enriching the brand’s sustainable values.
Why are business models, such as the pre-order one important in today’s world?
A pre-order model helps preserve the world’s well-being. It promotes slow fashion, lowers waste, and for a brand like Azzi & Osta that appreciates its worldwide partners, it creates the much-needed balance in giving them priority access.
Azzi & Osta AW21 ready-to-wear collection. Photo: Courtesy

What is next for Azzi & Osta?
We would like to believe that 2021 will be a rejuvenating year with a lot of new plans forming, based on the learnings of 2020. We have the upcoming haute couture collection for SS21, enhancing more of the unconventional craftsmanship the brand has always conveyed and will be introducing a lot more on the sustainable approach. We also have the ready-to-wear 2021 collection that speaks to the new world. Our audience, clients, and friends of the brand are always the main reason behind the brand’s developments.
Azzi & Osta collections are now available to shop on their e-commerce store, Azziandosta.com
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