Given the speed of its success, it’s perhaps unsurprising that Toujouri means ‘treasure chest’ in the Qatari dialect. A subtle balance between East and West, traditional and modern, is the key to that chest; the pivot to Toujouri’s concept. El-Moatassem’s background is itself a fusion. A Palestinian, she grew up in Qatar and has always loved Middle Eastern textiles. As a teen, she attended prestigious London art institution Central St Martins, followed by studies at the avant-garde London College of Fashion. While studying, she interned first with renowned fashion label Chloé, then with equally high-profile Matthew Williamson, who offered her a job. By her own admission, the brand sprung out of a desire to “combine my own identity and background with my lifestyle.”
Toujouri represents a mélange between regional traditions of luxurious opulence and the fast-changing pace of Western fashion at the cutting-edge. The result is a celebration of feminine allure that is delicately Arabian, revering the female form while clothing it. Toujouri’s mission is twofold: to revive the arts of the region, and, in offering a Middle Eastern touch, to revolutionize fashion trends.
With 30 to 40 creations per season, Toujouri’s range is diverse. Bright colours and intricate patterns are worked into masterfully created embellishments, with the use of sequins, thread, and beadwork. El-Moatassem fondly calls the different looks “stories”; they appeal to the varied tastes of their customers, but also work with the collection as a whole. Toujouri garments are noted for their abundance of fabric and their ethereal ease of movement, along with their richly detailed embroideries. Perhaps its biggest success “story” so far has been the kaftan. This October, El-Moatassem collaborated with London-based concept store Swarovski Elements to create a blue chiffon kaftan with armour-like beading: a modern tribute to an iconic tradition. What is Toujouri influenced by? “Everything. Anything can trigger inspiration.”
WHO Toujouri
AVAILABLE IN S*uce (Abu Dhabi and Dubai), Toujouri (Pearl, Doha), Designers Lounge (Kuwait), Cugini (Jeddah), Escape Evening (Jeddah and Riyadh), Harrods (London), Harvey Nichols (Riyadh), Baycrew's Group (Tokyo)
WHY Toujouri combines traditional techniques with modern silhouettes to form an Arab fashion brand that has had an impressive year raising its profile worldwide.
