Lama Jouni is reshaping the fashion scene in the Middle East with a vision that goes beyond style. Based in Dubai, her brand champions confidence, comfort, and sustainability while empowering women through timeless, versatile designs. Her mission is not only to create standout pieces but also to contribute to a more ethical and supportive fashion ecosystem.
Lama’s fashion journey began when she moved from Jeddah to Paris, where she studied at top institutions—Esmod, Istituto Marangoni, and Parsons. Internships with luxury fashion houses, especially her hands-on experience at Balmain Atelier, gave her profound insights into garment construction and production. Armed with this knowledge, she moved to Dubai and launched her namesake label, Lama Jouni.
The inspiration behind her brand came from her time as a student searching for stylish, high-quality pieces at accessible prices. Her solution? A line designed for the modern, working woman—offering effortless elegance, precision cuts, and everyday functionality.
Versatility plays a central role in every Lama Jouni collection. Her designs are created to move seamlessly from day to night, adapting to various styles and occasions. Her early exposure to fashion through her mother’s beauty salons in Jeddah gave her an appreciation for different body types and individual expressions of beauty—an influence that continues to shape her inclusive design philosophy.
In her latest AW25 collection, presented at Dubai Fashion Week, Lama explored the core pillars of her brand: essentials and sophisticated suits. By introducing innovative materials like viscose and jersey into suiting, she redefined structure and flexibility. Pieces such as trench coats, jackets, and the standout neck cutout ankle dress combine statement design with wearability, emphasizing her belief in a fashion that looks and feels good.
Sustainability is woven into the fabric of Lama Jouni’s operations. From sourcing eco-friendly materials and packaging to running a no-waste production model, the brand reflects a strong ethical commitment. Lama and her partner recently opened their production facility, ensuring that their collections and those of other designers meet high standards. By avoiding overproduction and reusing leftover fabrics, they’re creating a new standard for responsible fashion in the region.
Looking ahead, Lama envisions growth for the regional fashion industry through better infrastructure and meaningful support for designers. Her advice to young creatives? Know your goals, understand your product, and gain hands-on experience before launching. Her approach to design is grounded in comfort, simplicity, and subtle sophistication.
When she’s not designing, you’ll likely find Lama by the beach, enjoying a book or catching up with friends. Her favorite local spots include Nightjar Coffee Roasters, Soul Kitchen, and French Riviera Beach. Whether it’s relaxed lunches or evenings out, her lifestyle mirrors the balance her brand represents—minimal, refined, and full of purpose.
The most fulfilling part of her journey? Seeing women wear her creations and truly resonate with her vision. That connection, Lama says, is what makes it all worthwhile.
