Lama Jouni debuts her Fall/Winter 17 collection at London Fashion Week as part of a Fashion Forward Dubai (FFWD), FAD Institute of Luxury Fashion & Style Dubai (FAD Dubai) and Fashion Scout initiative.
Inspired by the French colonization in Lebanon, Lama embodies the cultural change that happened within her country’s post colonization and how such a tragedy can have a positive impact. Through this she has created a coveted wardrobe for the sartorially gifted eye. The collection celebrates the female form in a very subtle yet minimal way, transforming trousers by adding slanted cuts and side slits, pairing them with hoodies and jackets embellished with oversized gold buttons. Lama has created an air of luxury and elegance, adding ruffles on minimal silhouettes.
Jouni’scolour pallet consists of enriched blood reds and emerald greens, contrasting against the floral prints and striped shirting. Lama has experimented with several fabrics this season from crepe satin, silk nylon blends and mixed lurex. The finale look focuses on grand movement, colour and texture, a leather bustier dress teamed with silk.
“I feel like this collection is my strongest so far, as I relate so much to the inspiration and the story behind it. The industry is filled with surprises and obstacles, therefore I always try to improve my collections” – Lama Jouni
Lama started her label in November 2013 in Paris. The name of the brand represents the designer & founder of the company. It started in 2007 when Jouni moved to Paris to pursue her dream of becoming one the first new emerging Lebanese designers in the fashion industry internationally. After finishing her studies at Parsons Paris, Lama trained at some of the most respected fashion houses including Balmain, Rad Hourani, Reed Krakoff which helped her develop her own unique style of bold feminine designs.
Fashion Forward Dubai and FAD Institute of Luxury Fashion & Style Dubai announce Lama Jouni to showcase at Fashion Scout during London Fashion Week
Dubai – Fashion Forward Dubai (FFWD) with FAD Institute of Luxury Fashion & Style Dubai (FAD Dubai) and Fashion Scout have selected Lama Jouni to showcase on the catwalk at Fashion Scout during London Fashion Week A/W 17. The partnership between FFWD, FAD Dubai and Fashion Scout aims to support regional designers at global fashion platforms to attain international visibility. This collaboration has been delivered as part of FFWD’s EPICxSamsung empowerment program, supported by Dubai Design District (d3) and endorsed by Dubai Design and Fashion Council (DDFC).
“We look forward to furthering our efforts with FAD Institute and Fashion Scout, with the support of d3 and DDFC, to build a supportive infrastructure for regional designers to attain international exposure and streamline their path to commercial viability.” said RamziNakad, COO and co-founder of FFWD.
The winner was selected by a jury comprised of Martyn Roberts, Founder and Director of Fashion Scout & Graduate Fashion Week, Shivang Dhruva, Founder and Director of FAD Dubai and Maitha Al Suwaidi, Director of Partner Relations for Dubai Design District.
About Fashion Forward Dubai (FFWD) – FFWD is the definitive fashion platform for Dubai and the Middle East — which provides support and a progressive direction for fashion. Key components of FFWD include: catwalk shows and presentations by the best couture, ready-to-wear designers of Middle Eastern origin, or region based; The Showcase, a curated space dedicated to accessories designers; the d3 Fashion Talks, to foster industry discussion; and the Day at d3 to connect buyers and industry professionals directly with the designers.
About EPIC– To further support the Middle East’s creative eco-system, in August 2016 FFWD launched EPICxSAMSUNG (Empowerment Program through Industry Collaboration) – an empowerment program endorsed by the DDFC and supported by d3, that provides business development opportunities to regional fashion talent through a series of initiatives. Enabled by Samsung Electronics MENA, EPIC is delivering a calendar of events, workshops, sponsorship opportunities, influencer and scholarship programs, all of which are dedicated to the progress of emerging fashion talent in the Middle East.
About FAD Institute of Luxury Fashion & Style (FAD Dubai) – FAD Dubai honors professional & industry tutored & integrated courses in Dubai certified by the KHDA Dubai and offers courses in Luxury, Retail, Fashion, Styling & Design. FAD Dubai envisions to be at the forefront of delivering world-class professional training in the Middle East & contribute towards the greater vision of UAE to rise as a global industry epicenter in Fashion & Luxury. The institution further aims at fostering strong relations with the world’s leading creative schools and industry to allow cultural and academic exchange between global creative communities.