In a landscape dominated by fast fashion and mass production, Lebanese label Salim Azzam chooses a different path. Rather than relying on complex industrial machinery, a glimpse into its production process unveils a remarkable scene. Women, seated side by side in their homes, meticulously handcrafting each stitch with precision.

Hailing from the Chouf region of Mount Lebanon, designer Salim Azzam shares his roots with these women, members of the esoteric Druze community known for their distinct black and white veils, which they hand-stitch and wear. Inspired by their unwavering commitment to their craft, Azzam positions these women at the heart of his brand, drawing upon their wealth of experience and expertise to intricately handcraft and embroider his designs. In doing so, he revitalises an age-old traditional practice.

In his new collection, Azzam emboldens those notions, crafting chunky and eclectic hand-embroidered pieces that speak to the brand’s ethos. Long-sleeved denim blazers and hand-sewn appliques punctuate the collection as it draws on the scenery that continuously inspires the Lebanese designer. Blending reds, pinks and blue hues, the ‘Ring Master’ collection toys with feminine authority, employing arched silhouettes contrasting soft and billowy embroidery.

At the centre of the collection is an umbrella that weaves the story of Azzam’s cousin, “Hanan carried an umbrella on her wedding day back in the day. As a child, I was fascinated by it. This season, I wanted to recreate an iconic moment inspired by what I witnessed as a child. Never in 100 years, I could have imagined that Hanan would join our team and she would be part of a look inspired by her. It's stories like these that make fashion meaningful for me.” It is because of those who nurtured him that Azzam was able to craft pieces, much like this collection displays, that unapologetically resonate with wearers across the region.