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QATAR

L ama El Moatessem has always had a creative eye for fashion. During herchildhood days, while the rest of the girls turned up in similar color and style of tutu for a ballet show, Lama was the only dancer whose tutu appeared bedazzledwith extra ribbons, crystals, beads and accessories. The very same dazzle isrestored in her luxurious fashion label Toujouri.

In Arabic, Toujouri translates to treasure chest. Her designs with their intricate handembroidery and bejeweled with Swarovski crystals, are no less treasures themselves. Toujourisuse of rich colors, plush embellishment, ethereal fabrics and exclusively designed printed textilesre ects a mosaic of traditional value, yet modern and independent.

Bedazzled Peek into a treasure chest. Cassey Oliveira

shares a glimpse.

BALANCING CULTURE AND FASHIONFor a Middle Easterner to pursue fashion as acareer would have been tricky, but supportfrom her family made it smooth sailing for

Lama. My family was a bit skeptical at thebeginning, but once they realized it was mypassion, they gave their full support. Withouttheir support I would not be able to be where Iam now. They gave me the con dence and thefreedom to pursue my dreams and have thecourage at the age of 24 to go out and startbuilding Toujouri, she says.

Even so, Lama claims that balancing culturesdoes need time. Although we moved toLondon during my teens, my family was veryaware of holding onto our Middle Easternvalues and traditions. Fusing these verycontrasting lifestyles was quite an adjustmentat the beginning, but its a matter of growthand developing your own identity. Thedesigner believes that her philosophy of balancing implies to the brands aesthetic aswell whereby the love of color and opulenttextiles are preserved and combined with sleeklines and contemporary styles.

The impact of cultural in uences seemsunlikely with Lamas collection. Despite havinga traditional feel, her designs boast of aninternational appeal. Our range is growing tobecome quite cohesive and varied. Alongsidethe billowing kaftans are sleek cocktail dressesand separates which were the styles picked upby Baycrews Group in Japan. Even in the West,the more Middle Eastern of the styles, fall intothe exotic and individual look. Although in theMiddle East a kaftan may work duringRamadan or special occasions, in Europe it canbe taken to the beach, on a yacht or a summergarden party, says Lama.

TOUJOURI THE BRANDA graduate of the London College of Fashionand Central St. Martins School of Fashion,

Lama was clear about the path ahead of her.Her passion for designing during her childhoodwas intensi ed further through college.According to Lama, a real understanding of the

Toujouribrainchild DesignerLama ElMoatessem

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fashion process was got during her stints atChloe and Matthew Williamson fashionhouses. Both fashion houses had di erentexperiences. At Chloe, I got insight into thedesign side of the business, whereas inMatthew Williamson I learned about thecommercial side. I would say that thecombination of these experiences has armedme with the tools to build a commerciallyviable brand.

Commenting on her brands success, shesays, In two seasons we have de nitelyachieved a huge success, but we still have along way to go to realize all the plans we have

in mind for Toujouri. As in every businessthere are ups and downs along the way, but mypassion and belief in Toujouri drives me todream of bigger and better things.

Toujouris growth has witnessed severalmilestones. With the label expanding intothe iconic London fashion emporiumHarrods and UAEs uber-trendy fashionretailer Sauce this autumn season, there is nostopping Lama.Toujouri is also set to participate in the

Vendome Luxury Trade show during ParisFashion Week this year.

While Toujouri continues with its conquests,Qatar is not far behind. We will be openingour agship boutique at The Pearl with ourAW10 ready-to-wear collection and a fewlimited edition pieces we are doing incollaboration with Swarovski which will beexclusive to the store. We are also very excitedto have Peter Marino design the boutique forus, says Lama. There is de nitely a growinginterest and progress in the Qatari fashionscene. Many international brands are opening

mono-brand boutiques in the city, and a hugesegment of the younger generation aregrowing with an appreciation of the fashionworld.

While Toujouris success can be accreditedto Lama, the designer owes it to her mother.My mother encouraged me to experimentand be con dent in developing my ownpersonal style. This is something whichremains an important part of who I am in myprofession and personal style.

TOUJOURI AUTUMN/WINTER 2010COLLECTIONTRUE to its literal meaning, Toujouris latest collectionscreams royalty all over. The predominant fabrics inthe collection are silk georgette, crepe de chine, silktwill, sand washed silk satin. Rich hues of raspberry,coral, royal blue and grey are combined withoversized paisley pattern. The collection is detailedwith jeweled cuffs, cutwork, and statement beadednecklines, and the silhouettes range from billowingkaftan shapes to figure lattering cocktail dresses andseparates.

Treasured creationsFrom left to right Tribal beading drapesleeve dress, Armourbeading cocktaildress, Torqouiseneckline.