Moroccan-Dutch Laila Amraoui, born and raised in the Netherlands, graduated from the University of Utrecht, where she studied International Economics. After living in Brussels for 5 years she and her family moved to Dubai in 2007.
It was here where she started thinking of a fashion career. Not having a degree in fashion didn’t stop her from starting designing caftans. Missing the Moroccan culture and traditions, she wanted to share the beauty of the Moroccan caftan with the fashion minded ladies in the Middle East.
In 2012 Laila started showcasing her caftans at exhibitions and in several multi designer boutiques in Dubai. In February 2015 she opened her first boutique at Sunset Mall, Jumeirah. In February 2020 she moved to Town Centre Jumeirah, located in Jumeirah 1.
Her designs are a fusion of the simplicity of the West with the colourful passion of the Arab world. Uniqueness, high quality and luxury embody the essence of the brand. Her caftans have an ultra feminine look and feel, which have been appreciated and accepted nationally and in other parts of the world as well. They have been considered as trendsetting and refreshing.