It’s been 11 years since Faiza Bouguessa launched her namesake fashion label, a luxury brand rooted in the Middle East, crafted for global appeal. A journey that, the French-Algerian designer says, has only strengthened her desire to create beautiful clothing that empowers women. 

“My vision is exactly the same as it was 11 years ago. But I feel it’s more palpable today. In 2014, it might have felt super ambitious and incredibly out of reach, but today I feel closer than ever to achieving my goals,” she shares. “Even a few years ago, I would have told you I’m nowhere near where I want to be. My vision has always been to create a luxury ready-to-wear brand, rooted in the Middle East and aligned with some of the top brands globally. So, the vision is the same, but I’m more confident with sharing it today, because I have clarity in how to achieve it.”

Over the past decade or so, the designer has gone through a lot – navigating business, new motherhood, Covid... “I’ve learned so much about my limits,” she says. “Covid was a difficult time and there was a lot to rebuild afterwards. And I’ve had two kids, so I’ve been able to see the ups and downs in all different directions. You can imagine – what used to be difficult before having kids became super easy, because having kids is so much harder. So, yes, there’s been a lot of learning, but that’s the highlight of this journey for me.”

While the heart and soul of the Bouguessa brand stays true to its core, the business model has naturally evolved, exploring the possibility of investors for the first time. The woman she designs for has “also evolved with us, but she was always the quiet powerhouse that she is today,” Bouguessa says. “They have this gift of being this strong character that can withstand different difficulties in life and still have this dignity in the way they carry themselves. I’m still very inspired by these women I design for – they are the force that drives me. I’ve learned so much... They gave me access to different communities, and it kind of helped me build my own character.” 

For Bouguessa’s S/S25 show, in lieu of sending models down the catwalk, the designer sent her friends. It was an ode to deep friendships born out of business, and her cognisance that her clothes look better – more authentic – modelled by real women.

“It’s easy to make a model look beautiful, but these real women, their character, their beauty…it was so powerful. We had all different types of women – different ages, different communities... And it translated exactly how I wanted – to create collections that bring beauty into the worlds of these women, to make them feel confident, like they can do anything,” she says. “The outcome [of the show] was incredibly meaningful, and I don’t think they realised the impact they had on other women. You can really have a strong message behind your brand this way – you speak to your audience better and it’s more authentic. It’s the start of something for us…” 

The brand she has built is an education in understated style, its true power lying in its recognisability, yet devoid of conspicuous branding – thanks to signature lines, silhouettes and cuts that are all Bouguessa. The brand’s image is being reworked, she says, but only to elevate it further. And while the company grows and evolves, so too does the way the creative approaches design. 

“I’m full of ideas 24/7, and designing is the only space where I can be free, where there are no rules. But my creative process is narrowing down more and more because I’m really trying to have this focused line of items that answers the needs of what our customer wants. We often talk about the glamorous aspect of being fashion designers, but there’s also a business to be run.” 

It’s a targeted shift over the last two years that’s been driven by data, creating even stronger future foundations. “We have clarity on what sells and what doesn’t, so the focus now is on what does well, and making sure we serve our target consumer what she wants,” Bouguessa explains. “I’m figuring out how to create within that space, which can be difficult, but it also gives me direction as a creative, and it’s going to be even more powerful.”

This world the designer has created is centred around her consumer – her community. Now, more than ever, she’s inviting us into her own world, deepening connections through a more active personal social media presence crafted with intent. 

“I kept saying for years that I wanted my work to shine – for people to appreciate my work and the quality, that I didn’t need the spotlight on me,” she shares. “But the truth is, people need to know the story behind the qualitative product and work, otherwise there’s no connection. While it’s still very hard for me to show myself, it’s about me letting go and not thinking about myself but thinking about others – about the people I serve.” 

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