Fashion designer Lama Jouni is the eponymous founder of her high-end ready-to-wear label created in November 2013 in Paris. She initially moved to Paris to pursue her dream of establishing a name in the fashion industry internationally in 2007 by studying at Parsons Paris.

Her journey continued after her studies when she trained at some of the most respected fashion houses such as Balmain, Rad Hourani and Reed Krakoff, which helped her develop her own unique style of bold, feminine designs.

Lama Jouni’s collections as a whole are inspired by discernible and inspiring cultural referents, which are transformed into the outlines or details of her products. Her clothes are made to be worn by independent and passionate women of our time.

We met with the beautiful Lebanese designer and talked to her about her work, inspiration, collections and future plans.

To those who don’t know you, who is Lama Jouni?

I am someone who is very sensitive, loves to dream and create beautiful things. I am also a hard worker and very determined. I am stubborn and thrive to achieve the goals I set for myself. I love music and travel.

What first got you interested in fashion?

Since a young age I always loved art, but I only discovered how much I was into fashion design in my first years of studying in Paris. I saw how interesting the process of constructing a garment is and how fascinating it is to be able to transform a sketch to real life.

How has your work evolved since you began your own label?

When I started my label I was still in Paris working on my collection and interning at Balmain, so my focus was not 100 percent on building my label. It was more to try and experience and learn as much as I can. Since I have moved to Dubai, my focus is 100 percent and beyond.

What are you fascinated by at the moment and how does it affect your work?

I am fascinated by the big change in my life and the transition I’m going through. I always like to grow and use all my feelings and emotions at the time and interpret it into my work.

What inspires you when working on a new line?

Everything inspires me. I am very observant when it comes to architecture, art and music. Emotions and mood also inspire me in general. Everything that has an impact on me definitely inspires me.

6) What is the biggest lesson that you have learned since you started your company?

I am still learning and I will always keep on learning, but I know that building a successful brand takes a lot of work and focus. I love what I do so I know I will never give up.

What would you like to achieve before the end of the year?

I would like to complete a great team because I think that is the most important aspect in any business.

How would you describe your style?

My designs are very minimal and feminine with an edge. Daring but with class. I always like to create something that will always stay in style.

What’s your motto?

My motto is to work hard and play harder. I love life and I believe every person should have time for him/herself because if you are too stressed or unhappy it will always show in your work.

What are the materials you usually like to work with?

I love working with crepes, silks, chiffons, jerseys, and organza. Of course I love embroidery, which I’ll be doing more of in the future.

What are your thoughts on the fashion scene in the GCC area?

I think the GCC is growing tremendously in every aspect and the fashion industry is really expanding in a very promising way. That’s a very big reason why I decided to move to Dubai.

Tell us about your Fashion Forward experience.

I think Fashion Forward is an incubator for regional fashion. It has come a long way since it started five years ago and today it is attracting all the right elements from designers to buyers, educators and critics. Fashion Forward is a legitimate platform for us artists to reach new heights with a thriving homegrown industry.

Talk to us about the collection.

Minimal, chic, monochromic colors with pastels. Pieces that can stay in your closet for years and be re-invented overtime. As it’s my first collection, I wanted to set the image of the woman who would wear my designs as strong and daring, yet oozing with femininity.

What are you working on right now?

I am working on my new collection of course and also planning a pop up event in Ramadan in Jeddah. I am also working on our offices.

What are your plans for 2015?

My plan is to achieve my goals and get to where I want to be.

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Email: [email protected]