Couture in Conflict: Lebanon's Resilience Shines

Elie Saab, the renowned fashion designer, and his son Elie Saab Jr., the company's CEO, remain dedicated to their Beirut-based fashion house despite the current conflicts impacting the Middle East. Founded in 1982 during the Lebanese civil war, the label has a history of operating under extraordinary circumstances, including the 2019 financial crisis, the 2021 port explosion, and ongoing hostilities.

The company currently employs 700 people in Beirut, actively working on new collections. Travel in and out of Lebanon has been managed by the national airline, Middle East Airlines, ensuring continued operations. The father-son duo acknowledges the risks but prioritizes their commitment to Lebanon, finding it essential for their personal and professional well-being.

During challenging times, with bombings occurring around Beirut, the team demonstrates exceptional dedication, with employees showing up for work even after losing their homes. This resilience is rooted in a long-standing philosophy: fashion serves as a tool to transform adversity into beauty and to project a positive image of Lebanon worldwide.

Elie Saab Jr. highlighted the company's strategic preparedness, including securing safe office locations and establishing backup plans, such as privatizing a hotel ballroom to serve as an atelier during a major fashion show preparation. He noted that Lebanon's infrastructure, having long relied on private generators, is accustomed to absorbing difficult situations, underscoring the need for stability.

While the broader region has seen slowed growth, with a reported 10 percent increase instead of an expected 30 percent in the first quarter, other markets like New York saw significant growth at 45 percent, helping to compensate. The spirit of Beirut, with its unique natural beauty and historical significance as the 'Paris of the Middle East,' continues to inspire the brand, reflecting a hope for the country's prosperous return.