Salim Azzam is the Lebanese designer bringing Druze heritage and artisanship to the forefront of the fashion scene through his incredible brand. Made by the Druze women artisans in Lebanon, Salim Azzam (the brand) is a revitalist initiative bringing back intentional and meticulous hand-craftsmanship—a fresh counter to the pervasive pestilence of fast fashion today. Teetering on the verge of extinction, the ancient embroidery methods of Mount Lebanon’s women live on through Azzam’s decor pieces, which have permeated fashion week, Vogue, Forbes, and countless other platforms.
With a taste for quality and craft, Azzam saw the value in the handiwork of the women in his village and the centuries of skill that loom behind it. This community of village women is what inspired his designs long before he had ever launched the brand; Azzam himself was brought up in the mountains, and emblems of the region along with stories of his childhood revealed themselves in the pieces brought to life by these women. “The brand is from a small, remote village where life is simple, and people live in harmony with nature,” Azzam notes. “We produce luxury bespoke garments that pay homage to the humble spirit of the Lebanese mountains.”
There’s a history to this story. Often obscured and neglected, centuries of Druze culture and artistry sings through Azzam’s brand, each stitch representing an age-old craft that was in danger of disappearing. “Mount Lebanon was once a hub for textile manufacturing and artisanal craftsmanship,” Azzam explains, noting that the 20th century saw a decline in these skills due to migration. With time, the demand for such made-to-measure tailoring decreased in favour of the mass production and fast fashion trends we see today. “Our Atelier has become the heart and home of a community of women passionate about practising embroidery. We aim to research and incorporate the heritage of hand-stitching techniques inspired by our traditional attire. The continuity of this craft represents our history, culture, and identity.”
Salim Azzam, the brand, is based in the Chouf region, the home and the heart of the techniques they deploy. Established in 2016, the brand was initially a means by which to support the women in Azzam’s community who practised this technique, hoping to keep it alive. With that, Salim Azzam exploded onto the scene not long after its inception, winning the Fashion Trust Arabia award in 2019, making features in the hottest fashion magazines, and culminating in Azzam’s dressing Jordan’s Queen Rania Al-Abdullah herself.
Through the flurry of global accreditation, Azzam consistently draws focus back to the women who made his brand possible in the first place. “I was inspired to begin by a team of talented master artisans, skilled craftswomen, and apprentices whose dedication, knowledge, and skill for their craft is at the heart of every garment,” Azzam explains to Dazed MENA. “They are the inspiration and the beating heart of Atelier Salim Azzam.”
It’s the depth of purpose and thought behind each piece that makes the brand a refreshing form of combat against the current climate of fleeting mass-production.There’s no impulsivity here; each work behind Azzam holds the timeless grace of the land and people from which it emerged. “Our designs feature symbols of Lebanese Mountain life, such as white veils and tailored shirts, loose-fitting silhouettes, and embroidered symbols of the land and artisanal works adorn each piece,” Azzam tells us. “We draw upon local histories and heritage to determine each collection or chapter.”
Azzam’s intentionality—which his brand evinces through each piece—also materialises in the clarity of his ambitions. What began as a small project to uplift and preserve the precious work of a small community is transforming into a systematic movement for the technique to thrive into the future. “In the next ten years, we see the future of Salim Azzam educating and mentoring the next generation on this rare, delicate, and intimate craft,” the designer hopes aloud. “We seek to expand to a bigger atelier with a craft restoration program that archives the work of the region.”
Moving forward with his upcoming projects, including Chapter 9, which celebrates the ninth year of his brand, Azzam remains steadfast in his mission to empower and venerate the overlooked artistry of his ancestors. “I hope the SWANA scene will be representative of the region’s identity and culture and what it has to offer,” Azzam concludes. “As creatives, we should celebrate and honour identities.”