Before “sustainable” became such a buzz word in the fashion world, Orient 499 had already planted its roots in Beirut, championing artisanal craft and cultural heritage. Now, this cult Lebanese brand is stepping into Dubai’s Alserkal Avenue, an edgy cultural hotspot that feels like the perfect second home.
Founded in 2006 by duo Aida Kawas and Frank Luca, Orient 499 is rewriting what it means to be luxury in an era of fast everything, blending womenswear, menswear, and homeware into a myriad of timeless handcrafted designs. Every piece, shaped by the hands of artisans employing traditional techniques, tells a story.
Ahead of the brand’s highly anticipated Dubai launch, we caught up with the co-founders to discover more about the DNA of Orient 499, from the chaotic beauty of Beirut to their pursuit of modernity with meaning.
Your career spans over 30 years in fashion and craft. How does that journey shape the identity of Orient 499?
Aida Kawas: My journey has been a tapestry woven from diverse experiences, each thread contributing to the ethos of Orient 499. Daily life around me—nature, architectural marvels, the vibrancy of people, and the beautiful chaos of Beirut—serves as a constant source of inspiration. For instance, the colors and textures I observe in my environment often find their way into my designs. Additionally, my deep love for Arab culture and history shapes my vision, infusing each piece with a story that resonates with heritage. Traveling has been transformative for my design perspective; I’ve explored different cultures and design philosophies, from the intricate craftsmanship of Morocco to the minimalist aesthetics of Scandinavian design. Each experience expands my vision, allowing me to blend traditional techniques with contemporary elements in truly unique ways.
How do you modernize Levantine traditions without losing their soul?
Aida Kawas: Translating the rich traditions of the Levant into modern designs is a delicate balance. I believe that “contemporary” means engaging with the world as it is now, rather than merely recreating historical artifacts. While I draw inspiration from traditional techniques—like the intricate embroidery styles or the geometric patterns found in Levantine art—I interpret them through a modern lens. For example, I might take the concept of traditional draping but play with asymmetrical cuts and contemporary fabrics. This approach not only honors the past but also makes the designs relevant and wearable for today’s audience. I strive to infuse each collection with narratives that echo the past while celebrating the present, ensuring that the essence of the Levant’s culture remains vibrant and authentic.
How does Orient 499 stay timeless while keeping pace with modern sensibilities?
Aida Kawas: At Orient 499, we intentionally distance ourselves from the fast-paced world of trends. Instead, we focus on creating pieces that transcend time, reflecting the enduring craftsmanship that has characterized our region for centuries. Our pieces are designed with thoughtfulness, allowing for versatility in a modern lifestyle. For instance, a handcrafted tunic might be inspired by a traditional silhouette but is made with breathable, sustainable fabrics that allow for comfort and ease in everyday wear. By prioritizing quality and artistry over trends, we create timeless items that customers of all ages can appreciate. Each piece becomes a conversation starter, encouraging wearers to connect with the stories and traditions behind them.
Every piece you make has a story. Can you share one that stands out?
Aida Kawas: One of my most cherished moments happened two decades ago in the bustling souk of Damascus. While exploring, I discovered an antique tribal bridal dress from the early 20th century, adorned with breathtaking embroidery that seemed to sing the history of its wearer. The intricate details and skilled craftsmanship spoke volumes about the culture and stories of the people who once cherished it. This discovery ignited a fire in me to not only honor such craftsmanship but to also modernize these traditions, breathing new life into them. This pivotal moment inspired me to create a collection that married vintage elegance with contemporary flair, showing that the beauty of the past can coexist harmoniously with today’s fashion landscape.
How did growing up in a family of antique dealers shape your approach to craftsmanship?
Frank Luca: Growing up in a family of antique dealers spanning three generations, I was immersed in a world of fine antiques and rare objects from an early age. This environment has been both a blessing and an education in artisanship. Antiques, by definition, embody the essence of artistry, allowing me to develop a discerning eye for the creation of these objects. Each antique piece, made by the best artisans—whether in wood, glass, or copper—has honed my appreciation for the perfection of skill. My grandmother often took me to hunt for antiques at auctions, turning the search for rare objects into a thrilling adventure. When I moved to Lebanon 28 years ago, I was captivated by Islamic art and antiques, which inspired me to modernize these traditional pieces. This inspiration laid the foundation for my artistic journey.
How does Orient 499 blend heritage with contemporary design?
Frank Luca: At Orient 499, modernizing regional arts is at the heart of our mission. This fusion not only allows the younger generation to appreciate traditional techniques but also enables them to incorporate modern objects into their homes. We aim to create beautiful and functional designs that resonate with contemporary aesthetics, drawing from the elegance of older generation pieces and adapting them for today’s world. This is our unique strength.
What’s the most unforgettable discovery you’ve made while sourcing materials?
Frank Luca: Traveling across the globe, from the West to the East, has led us to countless striking discoveries, whether in souks, art galleries, or through art dealers. Each journey fuels our hunt for beauty and inspiration, as our trained eyes seek out remarkable treasures that speak to our vision. When we landed in Varanasi, India, we set out to hunt for fabrics and discovered the incredible weavers behind some of the most beautiful silk brocades in the world. These artisans supply brocades to royalty, and their craftsmanship inspired us to push the boundaries in our fashion designs, incorporating these luxurious fabrics into our collections.
With the opening of their new concept store in Alserkal Avenue, Orient 499 is ready to make waves. “Alserkal is more than just a place—it’s a vibe,” says Aida. “It’s where culture, art, and community collide, and we’re excited to be part of that.” Frank adds, “Our hope is that visitors don’t just see our work—they feel it, connecting with the artisans and stories behind every piece.”
Whether you’re stepping into their world for the first time or you’re a longtime fan of their Beirut flagship, Orient 499’s arrival in Dubai promises a new chapter in the brand’s ever-evolving journey.
