Some collaborations shout. This one speaks, calmly, confidently, and with intent.
After years of anticipation, Rouba Moukadem and Rita Lamah reunite to unveil Beyond the Runway, a collection rooted in Beirut’s timeless beauty and shaped by a shared belief that quiet power is the new bold. Presented in December 2025, the collaboration feels less like a comeback and more like a natural continuation of two women whose visions were always meant to intersect again.
Inspired by grounded, focused, and unshaken women, Beyond the Runway explores femininity without excess and strength without noise. It is elegance stripped of performance, soft silhouettes that carry presence, confidence that doesn’t ask for permission, and details that reveal themselves slowly.
Working side by side, Moukadem and Lamah refined every element of the collection with precision and restraint. The result is a series of pieces that gently blur the line between classic eveningwear and contemporary ease. Feminine shapes feel intentional rather than decorative; tailoring is thoughtful, not rigid. Nothing here competes for attention, everything earns it.
The collection was introduced during an intimate yet high-profile launch on December 9 and 10 at the newly re-opened Le Gray Hotel in Downtown Beirut. The setting was deliberate: refined, emotional, and deeply tied to the city’s cultural rhythm. Industry insiders, media figures, creatives, and regional influencers gathered not just to see the collection, but to experience it.
Guests moved through the space at their own pace, trying on selected looks, engaging in conversation, and connecting directly with Rouba and Rita as they shared the philosophy behind the pieces. It felt personal, unfiltered, and refreshingly unhurried, a reflection of the collection itself.
Positioned as one of the year’s most distinctive fashion partnerships, Beyond the Runway stands as a celebration of creative alignment, authenticity, and modern femininity. It honors craftsmanship, embraces sustainability without spectacle, and champions a timeless presence over fleeting trends.
In a fashion landscape obsessed with volume, speed, and visibility, Rouba Moukadem and Rita Lamah offer something far more compelling: restraint, clarity, and the confidence to let fashion speak quietly, and be heard.
ALSO READ: FASHION AND SPORT’S LOVE AFFAIR IS GIVING US SOME OF THE COOLEST MERCH.
