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September 2009 - fashion designer Lama El-Moatassem launches Toujouri's first collection, after studying at London's Central St Martin, London College of Fashion and working for international design houses such as Chloe. Travel and culture, vintage textiles, embroideries and brocades and, ways in which modern design can interpret these aesthetics inspire her.
Toujouri translates as treasure chest in Arabic. At the root of each collection is the desire to create glamorous, sensual and modern clothes - a fluid translation of cultural and aesthetic influences of the Middle East and The West.
Toujouri pieces are for the modern woman, with an international outlook, her identity intact. She has a feel for fashion, is aware of trends also, and appreciates the dedication of couture and the transformative power of beautifully made clothes.