Ounass shines a spotlight on the key collections of Fall/Winter ’23 alongside the region’s tastemakers, creatives and artists that dare to pave their own path, and encapsulate the power of individual style.

This week, we sit down with stylist, entrepreneur and all-round creative Oumayma Elboumeshouli to discuss the power of self-expression, and the mood of the moment in the season’s most iconic new looks.

Tell us about yourself. How would you describe what you do?

I am an online creative and stylist based in Dubai. I’m also the proud owner of a production company I run together with my business partner Laura, where we produce engaging content for different brands. My lifelong passion has always revolved around fashion, and I feel incredibly fortunate to be able to work in an industry that I love.

How did you first discover your passion for fashion and style, and what inspired you to share it with an audience?

I discovered my passion for fashion when I was young. Growing up with a photographer father, I was exposed to creativity and artistic expression from an early age. This naturally sparked my interest in fashion as a means of self-expression. I started blogging 12 years ago about fashion and writing articles about my inspirations and personal style. It became clear that without fashion, I felt incomplete and that pursuing it was the missing piece in my life.

Tell us about your selections from the Fall/Winter ’23 collections.

During the shoot, we explored three trends: cargo, metallics, and bustiers. I enjoyed combining them for a unique appeal. The metallic trend offers versatility, easily dressed up or down based on the occasion. Bustiers add a touch of femininity and edge to any look; I love layering them over shirts. Cargos, a personal favourite, bring out my inner tomboy. I like them paired with a fitted top and heels for a polished look which retains the cargo pants’ cool factor.

What makes you feel most authentic and truly reflect your personal identity when it comes to style?

Being comfortable and confident in my clothing allows me to authentically express myself, communicate who I am, and share my values. Personal style is a journey, and evolves over time as we grow and discover new things about ourselves. The key to reflecting my personal identity in style is embracing what I love, experimenting with different looks, and having fun with fashion while staying genuine to who I am.

How would you describe your aesthetic?

Edgy with a touch of minimalism. I am drawn to clean lines, simplicity, and a neutral colour palette, particularly earth tones. Hues like olive green, warm browns, and muted shades of terracotta and beige resonate with me and reflect my love for nature. My Moroccan background also influences my aesthetic. I really love the balance between simplicity and cultural influences, as it allows me to create a unique and personalised style.

How would you describe the overall mood or aesthetic of the Fall season this year?

This season can be described as a blend of classic neutrals and bold statements. Neutrals continue to dominate, with earthy tones like warm browns and deep greens. These colours are perfect for Fall. The presence of metallic accessories on the runways add a touch of glamour and make a statement. This season, fashion is embracing bold and playful combinations of prints and textures. Daniel Lee’s debut collection for Burberry was the perfect example.

As a tastemaker in the fashion industry, how do you stay ahead of the curve and predict the upcoming seasonal trends that your audience would love to see and shop?

I get most inspired by attending major fashion weeks such as Milan and Paris. Fashion weeks are not just about the runway; they are also a hub for street style, which offers a real-life perspective and a glimpse into the styles and trends embraced by fashion-forward people.

Which brands are pushing the boundaries this season and are ones to watch?

One brand to watch is Burberry, particularly Daniel Lee's debut collection. His innovative blend of British heritage and modern design has garnered significant anticipation for upcoming collections. Ferragamo is another favourite, I'm always excited to see what Maximilan Davis brings to the table. Also, the debut collection of Sabato for Gucci. I am excited to see how he will blend Gucci's iconic aesthetic with his vision. And the most anticipated is Phoebe Philo’s brand, the most exciting launch for this year.

What styling tips or tricks would you offer for those looking to embrace the Fall trends?

Don’t be afraid to combine different trends together. Fall is a season of rich textures, bold patterns, and unique silhouettes, so don't be scared to experiment and mix and match different elements.

If you could create a capsule closet, what would it include?

A French-inspired capsule closet would be my choice. Invest in quality essentials for effortless mixing and matching. Begin with the right jeans – choose a flattering style that suits any occasion. A classic blazer is essential, paired with a versatile white shirt. When it comes to footwear, comfortable flats and sleek heels are a must. You can add a few statement pieces to inject some personality into your capsule closet, like a ruffled blouse, a little black dress, or a bold accessory.

What is the best piece of style advice you’ve ever received?

The best piece of style advice I've ever received is to always wear whatever makes me feel comfortable. When you feel comfortable in what you're wearing, it shows. Another piece of valuable advice I've received is to dare to think outside the box. Fashion is a form of self-expression, and by embracing unique and unconventional styles, you can truly showcase your individuality. By stepping outside of your comfort zone, you might discover new combinations and styles that truly resonate with your personality.

How do you use your platform to encourage your audience to experiment with their style and embrace their individuality?

I believe that visuals have a powerful impact, so I try to curate a mix of both editorial and non-editorial content that resonates with my audience. Through my platform, I aim to show that style is not limited to a specific mould or trend. I encourage my audience to experiment, take risks, and embrace their individuality. By showcasing a variety of styles, I hope to inspire others to step out of their comfort zones and discover their own unique style.

What does Dreaming of Reality mean to you?

It’s about doing what makes me feel comfortable and not being afraid to make bold choices. Dreaming of Reality means breaking free from societal expectations and embracing my own unique path. It's about finding the courage to step outside of my comfort zone, take risks, and make choices that align with my passions and values.