On October 12, 2023, a room full of people swung their heads from left to right as we sat in Dubai Design District watching Lama Jouni’s Spring/Summer 2024 collection grace the runways at Dubai Fashion Week.
Where adamant boldness and elevated refinement meet, Lama’s pieces thrive. Featuring a range of sets, splashes of powerful colour and the most meticulous cuts. The most recent collection embodies the founder’s most consistent sentiment. For women by women.
GRAZIA sits (or stands) with the creative pioneer for a post-show catch up.
So, what exactly inspired this collection? “I’m genuinely always inspired by women,” she states with not a hint of hesitation. “The most important thing for me is to create a collection that helps women understand their bodies. For this season, I introduced a lot of sets, and suits.”
Think pieces that can be dressed up with accessories or adapted to be more casual. Essentially, this collection is about the self. Centering your identity and womanhood through Lama’s creations. She offers you the foundation to carry your own creativity and lifestyle onto.
In her collection, she appears to toe the line of elevated staples like never before. So, how does she go about finding that balance? “Whatever I have in my closet always serves me,” a message she consistently pushes to women who engage in the brand. “There’s practicality and casual wear then there is elevated wear, it depends on how you style it,” she smiles. “How you feel in your body when you wear the pieces.”
From a technical standpoint, she asserts that “the cuts are the most important thing.” Where she masters how pieces fall and drape over the body. Lama, designs for women of range, from bodies to lifestyle. She fine tunes the cuts of her pieces to produce “perfectly flattering pieces” for all body shapes and endeavours.
Where her creativity intersects with her business
The process of running a world renowned brand involves a lot of working parts. Lama’s secret power is how she’s mastered thinking like a creative and as an entrepreneur. “I try to think about what more I can add,” she explains. “The fashion industry is full of designers and full of product, so I have to find how to stand out, how to make sure there’s a selling point,” the designer elaborates. Through consistently staying receptive to feedback and remaining curious on what the words have to offer. Lama can sift through the noise of the world and foster creations that add to our current standpoint.
“I’m flying to Portugal after the show,” she throws her palms up and announces, when explaining her creative process. Her ideas and designs are innovative and that creativity requires inspiration. Through travel and music Lama takes “a break, to come back refreshed and focused.” Reminding us that regardless of the hours you pour into your craft, creativity can’t be forced. It can only be nurtured through new experiences and curiosity.
A collection that reinstates what she has always been about, in a new way. Lama Jouni is a creative entrepreneur who refuses to stop shining. With humility and style ,of course, she bows out of Dubai Fashion Week 2023.
