Born into an art-loving family in Beirut, Lebanese designer Jessica Khoueiri quickly came to uncover her innate desire to express herself through the power of design. As a child, her home was brimming with creative energy, leading her to a career in fashion. Seeking to translate her artistic vision and nuanced perspective on the world into bold and empowering clothing statements, Khoueiri furthered her growing passion at London's renowned Istituto Marangoni, where she honed her skills and refined her aesthetic. It was then that Khoueiri began to crystallise her signature style blending elegance and rebellion, founding her eponymous label Jessica K.

Through Jessica K, founded in 2010, Khoueiri found an impactful platform to share her culturally-rich point of view with a global audience. Each collection tells a story, whether celebrating strong Middle Eastern heritage or simply spotlighting that which is beautiful in life. Natural motifs and vibrant colours meet flowing pieces, and classic silhouettes are injected with a touch of ‘rock n roll’. The silhouettes may vary and the designs may be aplenty, but at the heart of each Jessica K creation is a conviction “confidence, diversity, and the beauty of expressing one's unique identity” is what matters.

SceneStyled had the pleasure of a virtual conversation with the Beirut-based designer, in which she spoke of passion, inspiration, and finding the right balance in life…

How did you come to discover your love for the craft?

The discovery of my love for the craft wasn't a single moment but rather a gradual realisation as I explored different facets of the fashion world. Growing up, I was always drawn to the creative expression that fashion allows. My family instilled in me a love for art, design and aesthetics from a young age, and as I navigated through life, I found that fashion naturally became my chosen canvas for self-expression. The process of curating a wardrobe and experimenting with styles became a genuine passion for me.

This passion led me to establish Jessica K, which is a reflection of my style, values and commitment to delivering quality and uniqueness to the fashion landscape. My affinity for fashion extends beyond the creation of garments. It's about fostering a sense of confidence and self-expression.

What made you finally decide to study fashion, and how was your experience at the Instituto Marangoni in London?

The decision to study fashion was a natural progression for me. As I delved further into the world of fashion, I realised that formal education would not only enhance my skills but also provide me with the foundation needed to make a meaningful impact in the industry.

Choosing the Instituto Marangoni in London was a strategic decision. The institute is renowned for its commitment to excellence in fashion education, and London's vibrant and diverse fashion scene provided the perfect backdrop for my learning journey. Being in London, I was exposed to a melting pot of cultures and styles, which significantly influenced my perspective on fashion.

What was the initial vision for your label, and how has that evolved over the years?

When I first envisioned Jessica K, my goal was to create a fashion label that went beyond the surface of aesthetics. I wanted it to be a platform for self-expression and individuality. The initial vision was to offer a blend of timeless elegance and contemporary flair, providing individuals with pieces that not only reflected the latest trends but also stood the test of time.

In the early stages, I focused on creating a signature style for Jessica K, one that exudes sophistication, versatility, and a touch of the unexpected. I aimed to design pieces that would resonate with individuals seeking pieces that aligned with their unique identities.

Over the years, the vision for Jessica K evolved organically, I found inspiration in the dynamic nature of the industry, constantly experimenting with new concepts while staying true to the core values of the brand.

Could you tell me more about your ‘Urban Elegance with a touch of Rock N’ Roll’ aesthetic and how that came to be your defining element?

The 'Urban Elegance with a touch of Rock N' Roll' aesthetic at Jessica K is a fusion of sophistication and rebellion. It emerged from my love for blending polished urban styles with edgy, rock-inspired elements. This aesthetic represents a balance between sleek city living and a bold, rebellious spirit.

Many of your collections and pieces display lots of floral motifs - what does that floral inspiration mean to you?

Inspiration for my designs stems from various sources, but mostly art… Cultural diversity, travel experiences, literature, and the pulse of everyday life.

How do you conceptualise a piece?

My creative process is a dynamic journey that begins with the creation of a mood board, capturing the essence and inspiration behind each collection. Extensive fabric research follows, where I explore textures and materials that align with the envisioned mood. Sampling allows for experimentation and refinement. Through trial shoots, I fine-tune details, ensuring each piece not only meets the aesthetic vision but also tells a compelling story. The culmination of this meticulous process results in the final pieces that embody the unique identity of Jessica K.

How would you say you’re able to balance between your personal and professional lives, and how would you say they intertwine?

Balancing between my personal and professional lives is undeniably challenging. Being a mother to three kids while nurturing my brand often feels like a juggling act. It's not easy, and I don't have all the answers, but my brand is my passion – my creative baby. I find strength in the intertwining of these roles; my family inspires my designs, and the challenges of motherhood instil resilience in my professional pursuits. It's a constant learning process, but the love for both aspects of my life keeps me going.

Would you say you have any favourite pieces?

Choosing a favourite piece is like picking a favourite child – nearly impossible. With each collection, I find myself deeply connected to different pieces, each holding its significance. We are known for our statement suits, and I must say, they always have a special place in my heart.

What message do you - personally - seek to convey through your label?

Through Jessica K, I aim to convey a message of empowering self-expression. It's about encouraging confidence, diversity, and the beauty of expressing one's unique identity.