Just in time for this year's festive gatherings and seasonal evening soirees, LN Family opened the doors to its latest boutique in Dubai Mall. Known for its feminine timeless designs and commitment to high-quality fabrics, LN Family introduces a carefully curated collection of occasion wear for the modern woman.

Ahead of the opening, we caught up with co-founder Natalia Vuokila to hear about the brand's journey so far and to find out what's coming next.

Have you always been interested in fashion?

Yes, absolutely! Ever since I was young, I’ve always been drawn to the world of fashion.  As a child, I was inspired by my mother, who used to sew dresses for me and that inspired my desire to learn the craft myself. As I grew older, my passion only deepened and entered several young designer competitions and many of which I won. I later studied at a top fashion institute in Moscow and gained experience working as a stylist for magazines. Eventually, my friend and I turned our shared vision into reality by founding LN Family, our own fashion brand.

Where did the idea for LN Family come from?

The idea started over 15 years ago when my co-founder and I were living in Moscow. The city was full of exciting fashion events, parties, and opportunities to dress up. We wanted to look unique and stylish at every occasion but struggled to find affordable designer outfits that truly resonated with us. That’s when the idea struck: why not create our own brand? A place where women could find high-quality, fashionable, and designer-inspired pieces at accessible prices. That’s how LN Family was born and it’s been an incredible journey ever since.

Why did you choose to set up in Dubai?

Dubai is a city I deeply admire. It offers safety, beauty, and great opportunities for business. For my family, it’s the ideal place — my children study here, and the environment is perfect for their upbringing. From a business perspective, Dubai is a global hub where fashion thrives, and the opportunities to connect with an international clientele are immense. It was a natural choice for us to establish the LN Family’s presence here.

How would you describe the brand?

LN Family is a celebration of modern femininity, elegance, and individuality. It’s a brand that empowers women to feel confident and stylish in their everyday lives as well as on special occasions. Our focus is on delivering thoughtfully designed pieces that blend timeless aesthetics with contemporary trends, all while remaining accessible. At its core, LN Family is about making every woman feel seen, celebrated, and chic — no matter the occasion.

Can you describe the ‘LN Family’ woman? What does her personal style look like?

The LN Family woman is confident, sophisticated, and unapologetically herself. She values elegance but isn’t afraid to embrace boldness in her personal style. Whether she’s attending a glamorous event, heading to work, or enjoying a casual day out, she knows how to carry herself with grace. Her wardrobe reflects her dynamic personality — chic, versatile, and effortlessly put together.

Can you explain the design ethos that makes LN Family’s styles feel special for each customer?

Our design ethos is rooted in creating pieces that are both timeless and trendy. Each design is carefully crafted with the modern woman in mind, ensuring it’s flattering, versatile, and has a touch of sophistication. We pay close attention to the details, from fabric selection to the finishing touches, so every piece feels luxurious and special. Our goal is to make every woman feel unique and confident when wearing LN Family.

What has been your proudest moment with LN Family to date?

Every milestone makes me proud, from launching new collections to opening our stores. What I’m most proud of is that we’ve built this brand on our own, without external investors or partnerships. Every success feels personal, and it shows how much passion and hard work we’ve put into LN Family.

Why did you choose Dubai Mall for your first boutique?

Dubai Mall is the pinnacle of retail destinations — it’s one of the largest shopping malls in the world and attracts millions of visitors annually. For us, opening a boutique here was a dream come true. Being in the heart of Dubai allows us to connect directly with our customers and offer them the LN Family experience in a world-class setting. Having our collections showcased in such an iconic space is not only a testament to our growth but also a source of immense pride.

What’s next for LN Family? Anything exciting coming up for 2025?

We have an exciting year ahead in 2025! Our new collections are already in production, and they are shaping up to be some of our best yet. We’re also planning exciting collaborations that we can’t wait to share with our customers. Additionally, we’re expanding further with the opening of new stores to bring LN Family closer to even more women around the world. Stay tuned — it’s going to be a remarkable year for us...

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