Style is something we usually learn the hard way. You can stand in front of your wardrobe and still feel like nothing is happening. That is where a good stylist comes in — someone who knows how to make you look cool while still feeling like yourself.

But it rarely stops at personal style. The same thinking extends to projects, brands and shoots — shaping the wider fashion landscape. It is a world you step into, fully immersive.

This is exactly the space Lamia Dahmash operates in — as a stylist and creative consultant with over a decade of multidimensional experience in fashion. Having worked with major international names, she has developed a signature approach that stays with you. We spoke to her about her journey, her perspective on styling, and what it really means to feel confident in what you wear.

— For those who may not know, could you briefly describe what you do?

— I usually describe myself as a stylist and creative consultant, although what I do goes far beyond simply dressing someone. At the core of it, I help to shape people’s visual identity and presence — across campaigns, travel, digital platforms, and also in their everyday lives. It is really about helping people understand how they want to present themselves and how style can support that.

Alongside styling, I also work closely with brands, helping shape their visual identity — from mood boards and creative direction to events and overall concept development. At the same time, I create content myself, which gives me a real understanding of how fashion exists both in real life and through the lens.

In the end, everything I do comes down to the same thing: helping people and brands express who they are, naturally, through style.

— What do you enjoy most about your work?

— Definitely the people. Style has this ability to really shift how someone feels about themselves — and that means a lot to me.

I know fashion can come across as materialistic from the outside, but in reality, it can genuinely make people feel more confident, more comfortable, more like themselves. And because I am such a people person, that transformation is what I enjoy most. In a way, it feels like you are giving something back.

— Was fashion always part of your life?

— Yes, completely. I honestly don’t remember a time when it wasn’t. I grew up in a very creative family, so there was always that energy around me in different ways — my brother in food, my cousin in the arts, and my mum… she had incredible taste.

I used to sneak into her wardrobe all the time, try on her heels, play with her make-up — all those little things you don’t think much of at the time, but they stay with you. She never worked in fashion, but she loved it so much and always wanted to be part of that world.

Looking back, I think a lot of that just naturally passed on to me. In a way, it feels like I picked up where she left off. And now it is just how I express myself without even thinking about it.

— What is the story behind the name Lulu Dahmash?

— Lulu has always just been my nickname. It is what my family called me growing up, and it kind of stuck — most people around me still use it.

So when it came to naming the brand, it didn’t feel like a big decision. It just made sense to keep it personal. I do love the name Lamia, of course, but Lulu already felt like me. It wasn’t something I had to think too much about — it just happened quite naturally.

— When did fashion become more than an interest and turn into a career path?

— I think I always knew, in a way. Even when I was younger, I was quite clear that fashion was what I wanted to do. I went on to study Fashion Management at London College of Fashion, so that just confirmed it for me.

London really shaped a lot of it. My first job was at Selfridges, and I also worked with Browns, which I had always loved. Being around that environment — and even getting exposure to London Fashion Week early on — helped me understand how the industry actually works.

But I didn’t immediately know where I fit within it. That became clearer after I moved to Dubai. It was actually my cousin who pointed it out — she noticed the way I naturally put things together and said I should focus on styling. Until then, I almost thought it was just something everyone could do.

That shifted things for me. I started taking it more seriously — doing shoots, being on set, meeting people, building my own content. And it kind of grew from there.

— Is there any project that has been most meaningful to you?

— It is honestly hard to choose just one, because every project brings something different creatively. But the ones that stay with me are usually the ones where there is a real connection — whether that is with the brand or the people involved.

I have been lucky to work with brands I genuinely admire, like Chanel Beauty, Louis Vuitton, Miu Miu and Bottega Veneta, and those experiences mean a lot. I also work with public figures and get to travel for different projects, which I really value.

If I had to point to something that stands out, working with Chanel has been especially memorable. Through Chanel Beauty and the wider brand, I have had the chance to travel to places like Saint-Tropez and Paris, which felt quite special. Being part of that world gives you a completely different perspective.

At the end of the day, it always comes down to trust and creative freedom. When that is there, everything flows more naturally — and the work becomes much more meaningful.

— If you could wear one luxury brand forever, what would it be?

— I would probably choose Alaïa. There is something about it that just feels very timeless — feminine, but still strong. The pieces are refined, but they have real presence, and I have always been drawn to that balance.

At the same time, I do enjoy discovering smaller, emerging brands, especially online. There is something nice about finding pieces that feel more personal and not everywhere. There is one brand, Gemma Guaza, that I really like at the moment — it feels very current and a bit unexpected.

— What is one forever piece in your wardrobe that defines you?

— It would definitely be my mother’s vintage Chanel suit. It was passed down to me, so it carries very deep emotional value. It represents heritage, femininity and timelessness — all the things I love in fashion. It is one of those pieces that will stay in my wardrobe forever, and hopefully one day, if I have a daughter, it can become part of her story too. That emotional continuity is what makes it so special to me.

— How do you find unique pieces while living in Dubai?

— Honestly, I don't shop much in Dubai itself. I mostly shop online. We are lucky to live in a place that is such a global hub for shipping, so most retailers and independent brands can ship here quite easily.

I follow a lot of emerging brands on Instagram and shop directly through them. I also love vintage. It gives you something truly unique — not everybody is going to have the same piece as you. I buy a lot through online vintage resellers and platforms, and I also like the fact that it supports younger people building their own vintage businesses and markets.

For me, real individuality comes from mixing independent brands with vintage rather than relying on one source.

— Do you think style can be learned, or are you born with it?

— I think it is a bit of both. There is definitely something instinctive about it — some people just naturally feel drawn to certain things. But at the same time, it isn't fixed at all. It really evolves with you.

Your environment, where you live, what you are exposed to, the people around you, travel — all of that slowly shapes how you see things and how you express yourself. So even if there is a natural starting point, your style keeps changing as you do.

— When you start working with a client, what do you look at first?

— The first thing is always understanding them. What they feel comfortable in, what they want to show, what they would rather hide — and just how they live day to day. That always comes before anything I personally like.

Seeing them in person helps a lot too. It isn't just about body shape — it is personality, confidence, energy. Some people want to highlight certain things, others want to keep it more low-key. My job is really to read all of that and build something that feels natural to them.

I never approach it as “this is what I like, so you should wear it”. It has to feel like them. That is what makes it work — and also what makes it challenging.

— What mistakes do people make when trying to reinvent their style?

— I think a lot of people try to change everything at once, which rarely works. And then there is the whole thing with trends — seeing something everywhere and feeling like you need to buy it, even if it doesn’t really suit you.

I do follow trends, of course — I look at runways, street style, what is happening — but I don’t think you should follow them blindly. If something doesn’t feel right for you, it probably isn’t. Style should feel quite personal, not like you are trying to keep up with everything around you.

— How can people stop impulse buying and dress more intentionally?

— I think it starts quite simply — buying less, but choosing better. If you can, it is always worth investing in pieces that will actually last and that you will wear in different ways. I would rather have one really good blazer than ten things I only wear once.

It also helps to think a bit before buying — how it fits into what you already own, how many ways you can style it. And honestly, a big part of it is just learning to see your wardrobe differently. You don’t always need more — sometimes you just need to style what you already have in a new way.

That shift makes everything feel a bit more intentional, and less impulsive.