Maison Roula Grand soir 2022 Collection

In a veil of sensuality and elegance, Roula House unveils her Grand Evening collection for this 2022 season. A exceptional dressing room designed to enhance the bride and her guests.

With the beautiful images of Fanny Dussol, Lina tells us more…

Maison Roula, the history

The history of Maison Roula is divided into two main chapters:

Chapter 1

"In 2013 in Beirut, mom Roula and I, Lina, created the brand.

I was still 18 years old but I had made the decision to pursue fashion studies in Paris, inspired by mom, since I was very young. So I flew off for my adventure while mom grew the brand in Lebanon.

Roula, who gave her name to the brand, was born in 1963.

The youngest of four sisters, she developed an interest in fashion as a child and used her mother's sewing machine to make clothes for her sisters. She always had a taste for the unique and was keen to personalize clothes according to the silhouettes and personalities of each one.

In 1990, having become a mother for the first time, Roula began studying at the École de La Chambre Syndical de la Couture Parisienne, from which she graduated in 1993. She later admitted to me that she skipped several classes in order to take care of my sister, pick her up from school, etc. But she always knew how to make up for it and was one of the brightest in her molding class.

Chapter 2

At the end of my studies in 2018, I joined my mother to work alongside her. I was far from imagining the adventure I was going to experience.

When I returned to Lebanon, I realized how much social pressure affects brides-to-be. For example, the bride-to-be did not only think about herself when choosing her dress but about what others would think: Is it too short?, too tight, too low-cut, etc. 

They also came accompanied (because sometimes, custom requires, they have to come with their mother-in-law for example) in order to choose their dress, and very often, they were not able to express themselves and really explain what THEY wanted. So they were constrained.

Bref, since that day, it seemed essential to me to launch an online platform intended for all future brides. I wanted to create a space dedicated to women who do not have the time to spend endless hours in stores, who also do not want to be constrained by the number of pieces they are allowed to try on, an experience all the more stressful as they are limited by the time they are granted. Especially when it comes to a wedding dress!

By purchasing on maisonroula.com, women take their time. The interface offers them a unique shopping experience. They choose, personalize and tailor-make the dress of their dreams, in peace and freed from the yoke of standardized silhouettes and sizes. They are also not constrained by limited time. They can freely chat with me. I am very responsive both on the site chat and on WhatsApp because I sincerely believe that this is the most important thing when a customer trusts you and wants to buy from you. You have to be there and advise them as best as possible. Thus, I offer them personalized advice and allow them to customize their dress as close as possible to their desires, all from the comfort of their home.

The continuation of Maison Roula…

« August 4, 2020 at 17:08 p.m. Paris time, the devastating explosion at the port of Beirut shatters the sewing workshop into a thousand pieces and destroys the dreams of our mother-daughter duo. However, the disaster will not be inevitable. A month after losing almost everything, we regain courage and strength and are determined to bounce back. It is in Paris, the city that is the source of our inspiration, that we decided to bring Maison Roula back to life..

In April 2021, Paris will welcome our first temporary showroom. It will herald a series of events that will allow us to meet our French customers and offer them a selection of dresses adapted to their desires, while maintaining a touch of Lebanese inspiration, thus preserving the Maison Roula heritage. Very attached to the close bond with our customers, we welcome our customers together.

We have been welcoming our customers to our pop-ups for 1 year now, with 4 pop-ups taking place in 2021 and we are continuing to organize them in 2022 (February, April and June) at 98, rue du Turenne. 

Our agenda is full for each pop-up… This success makes us think about the future of Maison Roula and the possibility of inaugurating a permanent location in order to welcome our customers throughout the year. Who knows… Maybe it will be soon? 

Today marks 1 year since we started welcoming our (customers) moms to our pop-ups.

Maison Roula, the brand’s DNA

« Roula House proposes the vision of a free, independent woman who makes her voice heard.

It is a resolutely committed brand since it has an ecological and social mission by using stocks and fabric scraps (for the WOMAN collection) and by paying attention to the working conditions of its employees.

At Maison Roula, the customer has the choice between two solutions: standard measurements but above all online custom-made. There is therefore no size limit at Maison Roula. The customer also has the possibility to customize her dress by chatting with us online. We offer a personalized and authentic consulting service.

This is also why during the showrooms it is Mom and I in person who welcome the customers and we love it!”

Maison Roula, the Grand soir 2022 collection

• Pay Homage : Tribute to Téta (Mami), Tribute to Papa, Tribute to Jéddo (Papi) Tribute to Beirut, Tribute to Jounieh. Why pay tribute? Salute and celebrate the history, people and places that have marked my story. Highlight their values, and the positive impact they have had on who I am today. Simply say thank you.
• Don't forget your roots: 'Don't forget where you come from. : To be warm and welcoming. Happiness, to be happy, to love life, the sun, the sea, the mountains. To transmit positive energy and a joy of living through images, through our clothes.
• Free : Always, in all the collections at Maison Roula. Free of your choices, free of your outfit, Free of your attitude, Free to be yourself. Quite simply: assume your outfit, assume your body, assume your choices, despite the dictates of society.

Maison Roula, storytelling

"I decided to shoot this collection in the South of France and more particularly in Nice, which reminds me a lot of Jounieh, the Lebanese city where I grew up until I was 18. 

This new Wedding collection is very special and different from the others that are usually shot mainly in Paris. Indeed, this collection pays tribute to the first 18 years of my life in Lebanon.  

When I meet clients, journalists, or explain my job to friends, one of the questions that comes up most often is:  where does your inspiration come from?

I always start by telling the story of my childhood in Lebanon and my years there. These years have shaped me, and have made me, in part, who I am today.  So, my inspiration is drawn from these moments anchored in me, these happy or sad memories of my childhood, these people who have marked my life. 

These moments dictate my way of imagining a garment, the color, its shape, the fabric, because behind each piece of the collection there is a moment, a person, a memory. 

Maison Roula: Sizes and prices offered 

“All sizes since we exclusively offer custom-made. Prices: from € 1 to € 000 « 

Where to find the Maison Roula collection ?

Next pop-up from May 31 to June 5 at 98 rue de Turenne, 75004 Paris

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Follow the news of Maison Roula

Website > www.maisonroula.com
IG > @maisonroula
Facebook >@maisonROULA

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The credits

Wedding dresses – Roula House

Jewelry and accessories – Casa Amar et Chadia Hamati Jewelry

Hairstyle and Make-up – Marine Wr 

Photographer – Fanny Dussol
Model – Cindy Nolli, Celine 

Artistic direction – Lina Mehanna 

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TO BE CONTINUED…

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A WORD FROM THE EDITOR

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