MANIFESTO
At Lama Jouni, we believe that styling oneself should feel effortless. Like many of us, you've probably stood in front of a closet full of clothes yet felt like you had nothing to wear. Most of what fills our closets goes unused, while we reach for the same few pieces that make us feel confident and comfortable. When you choose Lama Jouni, you're choosing garments that simplify your life, leaving behind the excess to focus on what truly matters. Our mission goes beyond fashion—we're here to inspire a shift towards conscious shopping where each piece is a thoughtful addition that enhances your everyday wardrobe. The world doesn't need more clothes; it needs better ones. Pieces that make you feel effortlessly confident. We invite you to build a wardrobe with intention, confidence, and clarity.
VISION
To drive a shift toward conscious shopping and minimal wardrobes that bring ease, confidence, and a sense of effortless style.
MISSION
Create timeless, versatile and cost-effective lifestyle essentials for confident women.
ABOUT US
Lama Jouni redefines wardrobe essentials, crafting pieces that blend femininity with versatility. Our designs use soft, stretchy fabrics that hug andflatter the body, offering both comfort and confidence. We believe in creating timeless, minimal essentials that simplify your closet and promoteconscious shopping - perfect for the modern woman who values quality and ease.
OUR STORY
Lama Jouni cultivated her craft at Parsons Paris, building a strong foundation in fashion history and tailoring. She trained with renowned Parisian houses like Balmain and Rad Hourani before setting out to bridge the gap between luxury and fast fashion. Since launching her namesake label, she has been redefining modern essentials—offering a refined yet effortless approach to everyday dressing at an accessible price. Her work has been recognized by Vogue Arabia, Harper’s Bazaar Arabia, Forbes Middle East, and more. Today, Lama Jouni is stocked in nearly 35 international retailers, including Revolve, Farfetch, Intermix, and Browns. Her achievements include Second Runner-Up for The Vogue Prize, a spot on Forbes’ 50 Women Behind Middle Eastern Brands, and being shortlisted by Fashion Trust Arabia. She is also a member of the Dubai Fashion Week committee. Most recently, she launched The Outline, her own manufacturing facility, designed to support her brand and provide expertise to emerging and established designers in the fashion industry.
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