For then 36-year-old Dubai-based Lama Riachi, a cancer diagnosis in October 2013 marked the moment her biggest fear came to life. Diagnosed with ovarian cancer little did Lama know this dire situation would transform into one of her biggest blessings in life..
Founder and creative director of BLSSD; Blessed is the only non-profit social enterprise fashion brand in the region dedicated to helping individuals whose lives have been touched by cancer.. Lama has over 15 years of brand, design, advertising & marketing communication experience, working with global network agency Saatchi & Saatchi as Creative Director. Her biggest feat having survived cancer.. Channeling that courage gave birth to what would soon become a step forward towards helping cancer patients not only survive their battle, but win it too..
“There is a need for people to have comfort and support and ‘Blessed’ gives people that. With gratitude comes healing.”
Her baby today? The fashion+purpose driven label ‘Blessed’ blends clean design aesthetics and effortless quirk with a large dollop of urban sensibility. With Limited Edition collections that feature statement silhouettes, unexpected details and a focus on being comfortable but still oh-so-chic! Taking a look at ‘BLSSD’ instagram account, randomly popping on my IG feed, I was absolutely intrigued. Every single piece is a hero by itself, every outfit tells a different story, an attitude, that of gratitude as Lama chooses to describe it. For her, style is more than what you wear, it is in fact something that not only looks good but does good too. Blessed helps secure a vitally needed source of financial support for those patients in need.
Through sheer persistence, an inspired design aesthetic, strategic collaborations and key pop-up stores the brand has attracted a loyal fan base and continues to establish itself as a credible, up-and-coming independent label to keep an eye on..