Get ready for the opening of luxury women's wear brand Toujouri at no other then The Pearl Qatar in early 2011! Harrods in London and S*uce boutiques in Dubai are just a few of the exclusive homes to the Qatar-based label.
26 year-old Lama El-Moatassem, founder and creative director of Toujouri, which was launched in 2008, managed to persuade award-winning architect Peter Marino to design the flagship store...this is the same man who created flagships for Louis Vuitton and Christian Dior! Lama had to track him down in New York where she had fifteen minutes to persuade Marino to design her first boutique...and she got it!
 |
| Lama El-Moatassem and a few of her designs in the July/August 2010 issue of Harper's Bazaar Arabia |
Despite Toujouri being only two years old, Lama is no newbie to the fashion world, having studied at the famous London School of Fashion and trained at London's prestigious Central Saint Martins, as well as having interned at Chloe and worked at Matthew Williamson for three years.
Toujouri is Arabic for "treasure chest" and each piece in her collection is definitely precious, with exquisite and intricate embroidery and embellishments on each of her kaftans, disdaashas, cocktail dresses, maxi-dresses and jumpsuits which come in luxe fabrics. Her designs are adorned in precious stones, beads, sequins and gems, and infuse modern and ethnic designs. Many of the pieces in her collections reflect her Arabic roots while others have tribal and bohemian flavours.
While her previous collections were softer and more floaty and feminine in nature, Lama's A/W 2010 collection comes in bold colours with statement Arab-esque designs, embroidery and embellishments. Khaleeji fashion has never been more stylish.
 |
| Close-ups from the A/W 2010 collection |
 |
| Pieces from the A/W 2010 collection |
 |
| Close-ups from the A/W 2010 collection |
 |
Pieces from the A/W 2010 collection Pieces from previous collections  Pieces from previous collections |
As well as The Pearl Qatar, Harrods in London and S*uce boutiques in Dubai, Toujouri is available at Designers' Lounge in Kuwait, Harvey Nichols in Riyadh, Cugini in Jeddah and Escape Evening in Riyadh and Jeddah.
For more information about Toujouri, send an email to sara@toujouri.com or visit the website (currently under construction).
Look out for my feature on Toujouri in the March/April edition of Isola magazine!
Look out for my feature on Toujouri in the March/April edition of Isola magazine!
