Meet The Designer: Lama Jouni

My journey in fashion began when I moved from Jeddah, Saudi Arabia, to Paris. I wanted to build a strong foundation, so I pursued formal education in fashion, attending three prestigious schools: Esmod, Istituto Marangoni and Parsons. During my studies, I gained hands-on experience interning at several luxury brands, but the most impactful was my time at the Balmain Atelier. There, I worked closely with pattern makers and drapers which gave me a deep understanding of garment construction, production, and the inner workings of a luxury fashion house. After completing my studies and internships, I moved to Dubai and launched my own brand – Lama Jouni.  

My brand was born from my time as a student in Paris, struggling to find pieces that nailed cut, quality and affordability. That challenge inspired me to create a label for the modern working woman – delivering timeless, well-crafted essentials that strike the perfect balance.

Growing up in Jeddah shaped my perspective on fashion. With my mother running beauty salons, I was surrounded by women of all backgrounds, body shapes, and styles. I was fascinated by the diversity of beauty and self-expression through clothing. This instilled in me a deep appreciation for versatility and inclusivity – driving me to design pieces that celebrate all body types and empower women to feel confident in their own way.

At Lama Jouni, practicality comes first – I design for real women, creating pieces that fit seamlessly into everyday life. Comfort is key because fashion should feel as good as it looks. Fit is everything – each piece is crafted to flatter effortlessly, boosting confidence and wearability. Versatility is at the heart of my collections, ensuring each design transitions smoothly from day to night and can be styled multiple ways. My goal? To give women the freedom to dress up or down with ease, making every piece adaptable for any occasion.

In the next five years, I see fashion in the region evolving through stronger infrastructure and initiatives that truly support designers. To grow the industry, we must invest in resources that foster creativity and production. I always prioritise supporting regional initiatives – it's the key to strengthening and nourishing our fashion ecosystem. My production facility is the first step on this journey.

The number one rule when putting an outfit together is comfort – it's my top priority, and everything else follows from that. I favour a minimal approach to styling, keeping it effortless and understated. For me, it’s all about striking the perfect balance between comfort, simplicity and refined styling.

I must admit, I have a weakness for shoes – high on my wish list are the Saint Laurent Vendome knee boots. For a casual look, I love pairing my pieces with chunky boots, like Prada or similar styles – they add an edge while keeping things effortless. For evening wear, I opt for a more minimal, refined approach, often pairing my designs with Gucci sandals or Gianvito Rossi heels. These choices elevate the look, enhancing versatility while keeping things elegant and understated. 

Most of my favorite places in Dubai are by the beach – I always spend my weekends there, either reading a book or catching up with friends. For lunch and a place to work, I love Nightjar Coffee Roasters and Alserkal Avenue – the music, food and overall vibe make it an inspiring space. For drinks and a good time, Soul Kitchen is my go-to. The atmosphere, the music and the energy remind me of Lebanon, it feels like home. And for a relaxed, scenic dinner, I love French Riviera Beach –  it’s outdoors and the setting is just as beautiful as the experience. 

The most rewarding moments in my career are when I see someone wearing my pieces. Seeing them feel good, look good and truly connect with the brand. That connection between my work and the people wearing it is what makes everything worth it.

My advice to young designers is to first take the time to identify their goals, vision and what they truly want to create before launching a brand. It’s essential to understand your product, your offering and yourself as a designer – and one of the best ways to do that is through workshops or hands-on experience before making a full commitment. Patience and persistence are key, and only by staying committed to the process can you see real growth. 

Follow @LAMAJOUNI & visit LAMAJOUNI.COM