The Quiet Power. Interview With Faiza Bouguessa

by Alexandra Mansilla

The Quiet Power. Interview With Faiza Bouguessa

2 May 2025

Faiza Bouguessa is an Algerian-French fashion designer and the founder of the brand Bouguessa. But beyond her impressive professional achievements, she is an incredible woman — speaking with her is a true joy and an endless source of inspiration.

From the very start, when she first asked herself what she wanted to do in life, the answer was clear: she wanted to be a fashion designer and create her own brand. She wasn’t interested in toys; she was fascinated by fashion magazines. And as we can see, her dream became a reality: in 2014, she founded Bouguessa, a label known for its clean cuts and impeccable details, designed for strong, sophisticated women. Today, the brand is widely popular and continues to evolve and grow.

But what came before all this? It was a long journey to bring her dream to life — Faiza even worked as a flight attendant along the way! We had the rare opportunity to sit down with her and uncover the details of her personal journey and the story behind a brand that truly reflects who she is.

— Hi Faiza! Some of the audience is already familiar with the story of how you launched your brand, but I am sure many still aren’t. Could you take us back and share how it all started?

— Hello Alex! Sure. I always dreamed of becoming a fashion designer. Not just starting a fashion brand, but actually designing — that was what inspired me most. Some of the first designers I paid attention to were Yves Saint Laurent and Coco Chanel. I admired how they transformed fashion in their time, reshaped people’s habits, and left a lasting impact on what fashion is today.

I learned how to sew and knit when I was a child. As I got older, my mom introduced me to the world of cinema, fashion, art, dance, and music. Whenever something inspiring was on TV, she would call me over to watch. She even bought me my first fashion magazines — while other kids played with toys, I was collecting fashion spreads. That is where I found so much inspiration.

Connecting the dots — my grandmother teaching me how to sew, my love for drawing, and my fascination with clothes — made it clear: the moment I learned what a fashion designer actually was, I knew that is what I wanted to be.

However, I had many passions. I loved dancing, music, and hairstyling. My aunt is a hairdresser in Algeria, and as a kid visiting from France, I spent hours in her salon, especially since our small hometown didn’t have much else to do. As a teenager, I was styling everyone’s hair: my brothers, my grandmother, even my father. I loved working with my hands.

When I couldn't get into fashion school, I moved to Lyon at 19 to try anyway. I applied to a public university program, but it only had one class, and they selected students based solely on academic results, not on creativity or artistic talent. My application didn’t make the cut.

— And you became a flight attendant — I know that part of your story!

— Yes, I was deeply curious about the world and drawn to the idea of being a flight attendant. In France, flight attendants are seen as elegant and admired — something out of the movies.

So, long story short — at some point, I discovered there was a specialised diploma for flight attendants in France. I applied, completed the training, passed the final exam, and got certified.

During training, I heard about Emirates. Some girls in the program had sisters already flying with them in Dubai, and they sold me the dream: amazing housing, gyms, pools, and travel anywhere from day one.

I became obsessed with them. Once I had my diploma, I saw they were holding interviews. I knew my English wasn’t perfect, but I applied anyway — and I got in.

I moved to Dubai and worked for Emirates for six years. I enjoyed it. But after a while, my passion started knocking again — louder this time. It wasn’t just a dream anymore; it felt like a calling. I would sketch designs on board, and even passengers would tell me, “What are you doing here? You should follow your passion.”

Eventually, I left Emirates. I started building my brand slowly, piece by piece, sketch by sketch, step by step — and that is how it all began.

— Since being a flight attendant was such a big and vibrant chapter in your life, what skills do you feel you took from that experience and still carry with you today?

— It is actually more connected than you would think. One of the reasons I was good at being a flight attendant is that it involves a sense of fashion and presentation. A flight attendant represents elegance, glamour, and polish, just like fashion does. From day one at Emirates, I learned how to embody a look, carry myself with confidence, and express style through my appearance.

In fact, even before the training began, during our first introduction, I was pulled out of the group and used as an example of ideal grooming. That moment stayed with me because it proved I could fully embrace a visual identity and present myself in a way that aligned with a brand.

Beyond presentation, I also apply the grooming standards I learned to my team today. At Emirates, we were trained down to the shade of lipstick and nail polish. That sense of attention to detail influenced how I train my staff. For example, I invited a makeup artist friend to teach my team how to apply quick, professional makeup — and we provided them with custom makeup kits so they could feel confident and consistent in representing the brand.

Service excellence is another key takeaway. In my business, we recently welcomed a group of five clients and prepared a beautiful brunch table for them, complete with canapés and mini croissants. That came straight from my Emirates experience, especially from first and business class service, where every detail matters — the angle of a logo, the placement of cutlery, the freshness of flowers. I bring that same care into my brand experience now.

And lastly, it is about operations and systems. Emirates was a masterclass in organisation and clarity. Everyone knew their role, the processes were streamlined, and excellence was the standard. That is something I aim to recreate in my own business — not just style and service, but also structure and precision.

— You mentioned that you have always been inspired by figures like Coco Chanel and Yves Saint Laurent — people who completely shifted the direction of the industry and transformed the fashion landscape. So when you were launching Bouguessa, especially in those early days, what was it that you wanted to change?

— When I launched Bouguessa, my intention was always to create something inclusive — a brand with a social approach, especially in how we serve women who dress modestly. These women often don’t enjoy shopping the same way others do, because the fashion industry rarely caters to their needs. They will find something they love, but the sleeves are too short, or the neckline is too low, or the length isn’t quite right.

I wanted to design for the woman no one was thinking about — and make sure she could enjoy shopping just as much as anyone else. However, I also didn’t want her to feel like she was being pushed into a corner or confined to a niche. Like with plus-size sections in department stores, tucked away, limited, almost like an afterthought. I wanted her to feel like she belonged in the same space as everyone else, shopping the same racks, feeling seen.

Inclusivity was key. And I hope that one day we can expand that vision even further, to include a wider range of sizes, shapes, and identities.

As the brand evolved, I also saw the potential for something more: beautifully tailored pieces that reflect personality and give women real confidence. That is something not every brand can offer. There is a certain energy in our pieces — something that sets them apart. You don’t just wear them; you feel something when you do. And to me, that is everything.

Bouguessa SS 2025: Rawan long blazer (first two photos) and Wafa long trench

— And when you had just launched, Beyoncé wore one of your pieces! Could you share that story?

— Oh yes. One of the most surreal moments came early on, when we sent a piece to Beyoncé’s team — and 10 months later, she actually wore it. That alone would have been incredible, but what made it even more special was that it happened during my first-ever collection. At the time, it felt like I had waited three lifetimes to get there.

When I launched quietly and shyly on social media, I didn’t know what to expect. Then, within the first few months, someone from her team reached out — and eventually, Beyoncé wore our design. I was stunned. I remember thinking, "What is happening?" Destiny’s Child was one of my first CDs — I knew all the songs by heart. I was genuinely a fan.

Sure, she didn’t tag the brand, and no, it didn’t immediately translate to sales. But it was iconic. And she wore our design a second time, too — we had kept in touch with her stylist. These moments build awareness, even if they don’t always lead to being sold out overnight.

What I have learned is that when it comes to dressing celebrities or influencers, it is all about timing. It is the right person, the right piece, the right photo, the right light, the right moment. You can dress the same person twice — one post goes viral, the other disappears. That is the nature of it.

Sometimes you will have an influencer you don’t expect much from, and then suddenly they post something on the perfect street in Paris, with the perfect framing, and the orders start rolling in. Other times, it goes quiet. That is why I have learned to focus on creating those moments — building energy around the brand, holding well-communicated events, and creating emotional value. That is what drives traffic, connection, and ultimately sales.

— Do you think it is still possible to build a brand today without relying on influencers?

— Here is the thing: brands need to ensure that the calibre of the product matches the person representing or wearing it.

When you go too broad with influencer selection, you can lose that sense of alignment. Sometimes, it is more impactful to work with tastemakers or truly influential individuals, not necessarily those with huge followings, but those who are respected and trusted within their communities.

We have seen amazing results with women who may only have 500 or 1,000 followers, but who are deeply appreciated by their audience. When they wear the brand with authenticity, speak genuinely about why they love it, and share it in a meaningful way, it creates this organic introduction, almost like a personal review or testimonial. That builds trust and sparks real momentum.

It is about thoughtful alignment, not just visibility.

Bouguessa SS 2025: Ratna shirt dress, Amrita top and Helena trousers, Maya shirt and shorts

— By the way, I noticed a section on the Bouguessa website called “Journal,” with a series of articles titled Bouguessa Voice. These feature women who align with your values, right?

— The people we have had the most success with in terms of building brand awareness have been these tastemakers and influential women within their communities. And actually, there is a whole story behind how I came to create this series — I will tell you.

So I started focusing on this out of frustration. When I launched the brand, it began as an abaya brand — intentionally. My thinking was that this would be bold, unexpected, and make people talk. The idea was to design abayas that didn’t look like abayas — something striking enough to start a conversation and make an impact.

But the problem was that magazines and media kept labelling us solely as an abaya brand. They would interview me and ask the same questions, always about abayas. And the irony is, our abaya range hasn’t changed much in 10 years. What has changed is that we have expanded — we are no longer focused only on modest wear, but the industry hasn’t caught up. It took time to re-educate editors and shift the narrative beyond just “abayas, abayas, abayas.”

Around the time of COVID, I finally had the space to rethink my strategy, and that is when I created the concept of The Bouguessa Voice. The idea was to interview strong, inspiring women from different communities — Lebanese, British, Australian, and beyond, both in Dubai and internationally. They didn’t need to be famous or even working — they just needed to have a meaningful story to tell.

This project helped us grow our customer base beyond modest dressers. It allowed us to re-educate our audience. And now? Almost no one interviews me about abayas anymore — in fact, some editors don’t even realise we carry them. That shift has been incredibly valuable.

But more than that, The Bouguessa Voice became a way to shine a light on women from our community who don’t always get the attention they deserve — not because they are not interesting, but because they are not loud or visible like influencers. Sometimes the most meaningful stories come from people who aren’t in the spotlight — but you know them, because they are close to you.

That is why I want to continue this project through a podcast. I hope to launch it soon. Because I truly believe in giving space to people, not just women, from our communities, and helping others become aware of who surrounds us. It is part of building a stronger, more intentional community around the brand. And for me, that is something worth continuing.

— If someone is seeing your brand or website for the first time, how would you describe it — very briefly — just to give a strong first impression or a quick portrait in a few words?

— Bouguessa is a luxury ready-to-wear brand created to inspire confidence in women around the world, with a strong focus on modest wear that speaks to women from the Middle East.

— Great! And if we talk about colours, what shades do you personally gravitate toward for Bouguessa? Are there any colours you intentionally avoid, or is everything open depending on the design and mood?

— You know, I like to think of our brand as embodying a kind of quiet power — something strong, but not loud. That is the energy I want to inspire. My go-to colours are always neutrals, but I constantly challenge myself to stay within that palette and still find ways to bring something unexpected.

Take our Alison blazer, for example. It is a beige tone — almost like a sage-beige, somewhere between green and beige. At first glance, it appears to be a simple, classic piece. But as soon as you shift your perspective, you start to notice the details: a recycled white cotton accent on the shoulder, a back panel with black topstitching — last year it was red — and a functional pocket at the centre back. Subtle, but intentional.

Alison blazer

I love creating these kinds of twists on timeless silhouettes. Adding detail to something familiar makes it feel elevated and powerful. The oversized shoulder, the structure — it gives you presence. It is the kind of piece you put on when you are not quite feeling like yourself, and suddenly you feel pulled together. You feel confident, even if you don’t feel great. The outfit carries you a little.

My personal palette will always lean toward neutrals, but like anyone, I have moods — and I am inspired by trends, too. If I see a wave of Barbie pink, I might explore it. But I will bring it in through a more classic shape — so the colour becomes the statement, and the cut keeps it grounded.

— And of course, I would love to wrap up by talking about your latest collection — Spring/Summer 2025. Could you tell me more about it?

— Our Spring/Summer collection is a reflection of exactly what I just described — quiet power with unexpected details. For instance, we introduced a two-tone suit in blue and grey. We have done this before with orange, and it has done really well. The contrast in these pieces is subtle: we use colours that are very close to one another, so it almost looks like shadows create the difference, but in reality, it is two distinct shades. That soft contrast adds a kind of edge, an understated boldness.

We have also brought back the Alison blazer this season, now with a matching skirt. It performed really well last year, and I have realised that some pieces simply deserve to stay. As the brand grows, I know that someone might discover us today and fall in love with a piece we released last year — and I want them to be able to find it. I personally wore my Alison blazer so much that I am getting a second one. It is good, structured, versatile, and timeless.

Colour-wise, we have played a lot with yellow this season — not just one, but a few shades. There is a soft butter yellow and another one that feels more vintage, not quite mustard, but rich and warm. I have noticed how yellow is becoming almost a new neutral — it is the third season we are using it, and it just keeps coming back. It lifts your complexion and works beautifully across skin tones and hair colours. When styled well, it can be as wearable as beige.

We also introduced a beautiful rosewood pink, which appears in another two-tone suit. The two pinks together are just stunning — soft but sophisticated.

Another highlight this season is our cotton pieces — oversized shirts and skirts in breezy, easy silhouettes. I am actually wearing one right now. They come in a light blue, a soft coral pink, and a few other shades. These are the kind of pieces that, once you find your perfect set or dress, you want in every colour. They are ideal for summer — lightweight, flattering, and effortless.

And then there are our Type 02 jeans — honestly, the best jeans I have ever owned. I wanted to design denim that ticks all the boxes: not too high-waisted, not low-rise either. Just the right fit that flatters without hugging the body too tightly. It sits well at the waist, gives room at the hips, and has that classic, cool feel. People are obsessed with them — and so am I. This shape is here to stay.

by Alexandra Mansilla