Lebanese fashion designer Lama Jouni showed up on the second day of Dubai Fashion Week wearing the Palestinian scarf on the runway after her collection caught attention.
The acclaimed fashion designer from Lebanon, listed among Forbes’ 50 women behind Middle Eastern brands, showed up wearing the black and white scarf ‘Kufiya’ as a reference to the Palestinian strife, and posted on her Instagram account saying “last night showcasing my SS24 collection during Dubai Fashion Week felt very heavy 🇵🇸, ” again referencing Palestine.
Dedicated to women’s empowerment, Jouni always puts women at the forefront of her creations. Her spring-summer 2024 collection is big on versatility. One item can work as something casual or classy, what matters is that the cuts have to be extremely flattering. The models featured the new collection in breathtaking black and other vibrant colors like violet, green, white, and fuchsia.
The models took over the runway rocking the trendy cut-out, dresses that bridge the gap between luxury items and casual items. Jouni’s collection is proof that femininity and power can go hand in hand. She wants women wearing her brand to walk in confidence while having their body features complimented and flattered.
Inspired by the beauty salon business of her mother as a child, following graduation, she traveled to Paris and studied in the most successful fashion schools such as Balmain, Rad Hourani, and Reed Krakoff. Jouni established her luxury brand in 2015 with her designs being worn by celebrities namely, Alexandra Pereira, Marta Ortiz, Bella Hadid, Rihanna, and Alessandra Ambrosio. She also collaborated with international brands such as Puma. In 2018 her brand gained recognition when Bella Hadid was spotted wearing a cropped hoodie and in 2022 she received the 2nd runner-up prize for Vogue Fashion Prize in 2020.
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