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Not-for-profit UAE brand BLSSD is the brainchild of cancer survivor Lama Riachi. The 38-year-old designer told Harper’s Bazaar Arabia, “After going through an exhausting emotional and physical experience with ovarian cancer, I always knew that my experience must be meaningful. One day I will find a A way to “make it work”. This eye-opening and life-changing experience led me down this unexpected new path. Purpose is what got me into fashion.”
The cancer survivor is transparent about her market and why she created BLSSD, “In its most basic form, BLSSD as a fashion brand has a purpose, not the other way around. Our purpose has never been seen as For a marketing perspective.” BLSSD’s aesthetic and collection features a range of wearable minimalist designs, neutral tones and sophisticated logotypes.
Lama explains her design philosophy to Bazaar, “Our Pret-A-Gratitude collection, which has just been presented at Arabian Fashion Week, is characterized by the apex of contrast and duality. Depicting the intersection between sportswear and urban luxury, Telling the story from streetwear to street style. From unexpected juxtapositions of hard and soft, to hardware and soft fabrics, to using luxurious fabrics in unexpected ways, such as sequins as a lining, to provide a glimpse of inner beauty . It is characterized by deconstructive stories and a celebration of the perfect in the imperfect.”
Riachi’s coveted label embraces modern romance, combining oversized sleeves, flowy asymmetric skirts, off-the-shoulder knits and sequins. The brand name BLSSD is also very close to the designer’s heart, as she said, “BLSSD represents my happiness on the road to recovery. True gratitude is the strongest feeling that has carried me through the most difficult period of my life. Every When I think about the countless things and people I’m grateful for, I find myself stronger and more positive no matter what I’m going through.”
Lama Riachi is not only a talented designer with her own label BLSSD, she is also the Managing Partner and Creative Director of Mojo, an independent boutique advertising, digital and design agency. BLSSD is a “165-member (and growing) support group that provides emotional, educational, spiritual, and financial support to individuals whose lives have been affected by cancer.”
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