Interview

On Dubai Fashion Week FW23‘s penultimate day, Lama Jouni speaks to Vogue Arabia about her latest collection.
Photo: Courtesy of Lama Jouni
Staying true to the roots of her eponymous brand, Jouni turned the runway into a celebration of the female form, each piece infused with her signature elegance and impeccable tailoring.
The Lebanese designer and DDFC/Vogue Fashion Prize 2017 finalist launched Lama Jouni in 2013 after spending years honing her craft at renowned design houses such as Balmain and Rad Hourani. Since then, she has been subject to great critical acclaim and dressed some of the most renowned celebrities in the world.

Read on to know all about Lama Jouni’s Dubai Fashion Week FW23 show.
Tell us more about your collection being showcased at Dubai Fashion Week.

For this season, I wanted to add more offerings to the essential line, showcasing new materials that are elevated for occasional wear. However, I have kept some of the core pieces that represent the brand’s DNA.

What kind of woman are your designs made for?

I design for women that are confident and practical but most importantly I want to provide women with pieces that will boost their femininity and make them feel empowered in their bodies.

How does it feel to be a part of the inaugural Dubai Fashion Week?

I am always happy to see the industry growing in the region, and therefore, I will always try to be a part of this growth and help expand our creativity internationally.
Name one regional and international celebrity you would love to see in your designs.

Regionally I would love to dress Nadine Labaki, and internationally, Hunter Schafer and Zoë Kravitz.

What’s next for your brand?

On Dubai Fashion Week FW23’s penultimate day, Dima Ayad speaks to Vogue Arabia about her latest collection.
Dima Ayad and Laura Leonide wearing Dima Ayad. Photo: Rudolf Azzi
With a brand that is all about timeless beauty and helping every woman discover her innate allure regardless of shape or size, the Lebanese designer’s show mirrored these exact values as the Dubai Fashion Week runway became a kaleidoscope of colors.
Ayad launched her eponymous label in 2010 as the result of a market that refused to cater to anyone that looked like her. Frustrated at the lack of plus-size clothing that really embraced women of all sizes,  Ayad left her career in hospitality to build a brand that champions inclusivity. Today, she is celebrated as one of the leading designers in the region and has become a favorite for women all across the board.

Read on to know all about Dima Ayad’s Dubai Fashion Week FW23 show.
Tell us more about your collection being showcased at Dubai Fashion Week.I called it ‘Freedom in Color’ seeing as fashion is a form of expression and I got a bit tired of dark runways for winter. We have mild winters and I thought to brighten everything up this season.
What kind of woman are your designs made for?Every woman really. She’s on the go. Wants to stand out. Has that je ne sais quoi confidence and most definitely lights up a room.
How does it feel to be a part of the inaugural Dubai Fashion Week?
I’m truly honored to be a part of this and very excited to see what’s coming. The region is having its moment and we are here for it!

Ashley Graham for Dima Ayad. Photo: Courtesy of Dima Ayad

Name one regional and international celebrity you would love to see in your designs.
For regional celebrities, I would say, Queen Rania and Amal Clooney. Internationally, one dream came true with Ashley Graham. Julia Roberts is very high on my list and always will be!

What’s next for your brand?
We’re in the growth phase and so much is happening at the moment. We’d love to be in many concessions around the world, the key online retailers too. We’re now back into showing every season and excited about a few international collaborations in the pipeline.