Horouf Fashion is a Lebanese fashion brand that emphasizes the beauty of Arabic Calligraphy through Hand-embroidered, hand painted, or hand-beaded designs to create a line of culture-conscious modern fashion pieces.
Building a capsule wardrobe can be super fundamental to elevating your style, so we created MUSE by Horouf to offer a handpicked selection of versatile and accessible pieces. Minimal yet trendy is how we describe our new line, which was inspired initially by the items we use to style our Horouf statement pieces. MUSE by Horouf complements Horouf Fashion; that’s why you see us styling them together to create balanced and cohesive looks.
“Born and raised in Baalback -a small city in the Beqaa Valley of Lebanon known for its majestic Roman ruins and rich culture- my early memories of art were my mom’s paintings and my sister’s crafts, which extended beyond the canvas into anything! This concept of creating things with one’s hands, imagination, and a few supplies fascinated me. And so, I grew more fond of art and creation.
Majoring in Interior Architecture opened my eyes to a whole new world of volumes and art. It shaped me as a designer and equipped me with the right tools to explore the world of design. During my studies, I came across the art of Arabic Calligraphy, and it drew me in like a magnet. What amazed me the most were the endless possibilities of drawing a single word, let alone a whole language! And that stuck with me.”
“It all started on a Tuesday afternoon in October 2017, when I had a denim jacket hanging in my wardrobe unworn for far too long. My first instinct was to attempt to give it a second life by painting on it. I wanted the painting to be unique and personal, so I drew my name in Arabic Calligraphy. After revamping it, I found myself wearing the jacket more often. To my surprise, many people in my circle were impressed by the new concept. Some of them even requested similar ones for themselves. It was then that I felt the need to explore the potential of Arabic Calligraphy and Fashion together.”
Founder & Creative Director
To this day, with the help of our incredible community, we’re able to dive deeper into our heritage and create more wearable art pieces. We thrive to touch the world with the Arabian letters, its calligraphy, and flattering cuts.