A Long-Awaited Rouba Moukadem and Rita Lamah Collaboration Inspired by Beirut’s Timeless Beauty
Beyond The Runway” Marks the Long-Awaited Collaboration Between Rouba Moukadem and Rita Lamah
Beirut, Lebanon December 10, 2025, Rouba Moukadem, creative director of Atelier Rouba Moukadem since 1998 with Rita Lamah the fashion expert and media personality reunite to unveil Beyond The Runway, a collection shaped by the timeless beauty of Beirut and Rita’s effortless elegance. This long-anticipated collaboration celebrates their shared commitment to artistry, individuality, and modern feminine strength.
Working closely together, Rouba Moukadem and Rita Lamah refined every aspect of the collection with aligned vision and deeply shared values. Drawing inspiration from grounded, focused, and unshaken women, the duo embraced the idea that Quiet Power is the new bold. The collection embodies soft confidence, intentional elegance, and a calm, compelling energy that resonates from within.
The pieces gently bridge classic eveningwear with contemporary ease, offering feminine silhouettes that feel both distinguished and wearable. Subtle details, thoughtful construction, and enduring sensibility anchor the collection’s aesthetic.
The collaboration was introduced during an intimate, yet high-profile launch held on December 9 and 10 at the newly re-opened Le Gray Hotel in Downtown Beirut. The event gathered leading figures from the fashion industry, top media personalities, cultural creatives, and renowned influencers from across the region.
Guests experienced the collection up close, with the opportunity to try selected looks in a relaxed yet refined atmosphere, all while engaging with Rouba and Rita as they shared the story and spirit behind the collaboration.
Positioned as one of this year’s most distinctive fashion partnerships, “Beyond the Runway” stands as a celebration of creative synergy, authenticity, and the fusion of diverse artistic energies, a collaboration that honors craft while quietly driving sustainability and timeless presence.
About Rouba Moukadem
Rouba Moukadem is a Lebanese fashion designer known for her refined approach to contemporary couture. A graduate of ESMOD Athens with further diplomas from the École de la Chambre Syndicale de la Couture Parisienne, including experience at Dior, she opened her atelier in 1998. Rouba is celebrated for creating designs that balance modern style with timeless clarity, offering women pieces that reflect confidence and individuality.
About Rita Lamah
Rita Lamah is a fashion expert, certified personal stylist from London College of Fashion and TV host.
She began her television career at a young age, hosting various shows that showcased her vibrant personality and style.
As a co-founder of Sizepico, the first plus-size brand in the region, Rita champions the belief that fashion should be inclusive and accessible to all.
A devoted mother of three, she balances her family life with her professional endeavors, striving to live with intention in everything she does.
Additionally, Rita is a passionate advocate for sustainability, environmental protection, and women’s rights.