New Style

JAD HOBEIKA took the helm of Maison Georges Hobeika in June 2022. While conserving the fashion house’s DNA, he’s also been doing things a little differently.

- Samar Khouri

Among a pool of global designers, aficionados of red-carpet fashion can spot a Maison Georges Hobeika design a mile away. Part of the Lebanese fashion house’s heritage is its rich embroidery trademark, embracing its roots in its details and cuts.

In January 2024, during Paris Fashion Week, the Maison showcased its Couture Spring 2024 collection, which was inspired by and paid homage to the Arab world in a journey to nostalgia. “This couture collection is one of my favorites ever. I always wanted to create a collection that speaks to all of us on a deeper level, about a place we call home, about the love that we share through all the sadness that we go through,” says Jad Hobeika, the Co-Creative Director of the eponymous luxury fashion house founded by his father, Georges Hobeika. “I wanted to introduce the younger generation to a part of our culture that is golden, where art and creativity reigned, and poetry and music were part of our existence.”

The Maison has been a regular feature at Paris Haute Couture Week since 2001. Last year, it continued to deploy its creative momentum on the global stage. British singer Adele graced the stage in a custom Georges Hobeika dress during her Last Vegas show in October, K-pop star and BLACKPINK member Lisa wore a Spring 2024 Ready-toWear dress during the Korean president’s state dinner at Buckingham Palace in November, and American singer Ciara was spotted wearing a Fall 2023 Couture suit to the premiere of ‘The Color Purple’ in LA early December. Among other stars who have shown their appreciation for the artistry is superstar Beyoncé, who wore the label’s designs three times during her Renaissance World Tour last year.