Lama Joumi founded her eponymous line in 2013, after having studied at prestigious Parsons in Paris and trained at houses such as Balmain. Needless to say, we were ready to be impressed.
Presenting her AW17 collection this London Fashion Week at Freemasons Hall, the Lebanese designer did not disappoint. The collection was inspire by French colonisation of her home country but the show was full of bold, feminine designs that flattered and accentuated the female form. There were a real mix of looks showcased, from mini dresses with flowing train like overlays to strong pieces of tailoring and jumpsuits.
Joumi says, “I feel like this collection is my strongest so far, as I relate so much to the inspiration and the story behind it. The industry is filled with surprises and obstacles, therefore I always try to improve my collections.”
We really loved the colour palette used, black being the base, with sumptuous red added and gold detailing. One of the stand out pieces was a soft green jumpsuit that oozed classic chic.
You could see how the training from Balmain has had some influence on Jouni in the tailored pieces, which hugged the models’ bodies and looked stunning.
Jouni also showcased her talent to dare, with dresses that were slashed open to the waist. The midriff has never looked so elegant!
Romantic ruffles also featured in the collection. The soft feature was reinterpreted with asymmetry in what reminded us of flamenco dancers but was styled with flat lace-up boots to give it a strong, sultry feel.
The collection was rounded off by sleek hair and makeup with smooth straight hair framing models’ faces, adding another element of femininity back into the collection.
Jouni’s woman is strong, bold and sexy – everything we love. The AW17 collection proved this and we know one thing for sure: we want to be a Jouni woman next season.