Shereen Al Hosh, founder of Dubai-based womenswear label La Plain, on her career milestone debuting the brand at Moda Operandi and how she’s tapping into resiliency to build and scale a brand.
What do the first 30 minutes of your day look like, your morning routine?
The first 30 minutes of my day are essential for setting the tone for everything that follows. I typically wake up around 6:30am, and I start with a glass of water to hydrate myself. Then, I like to take a few minutes for some light stretch- ing or yoga to get my body moving and clear my mind for the day ahead. I’ve found that taking those few minutes of mindfulness really helps me feel grounded. Next, I head to the kitchen to make a quick breakfast and coffee. I then like to check my emails, especially those that have come in overnight. I also take a look at any fashion news or trends to get a sense of what’s happening in the industry. It’s my way of staying connected with the larger fashion landscape while keeping a steady pace for the day.
Shereen Al Hosh, founder of La Plain
What inspired you to start your own brand – was this your goal from the outset?
In 2022, when I returned home from an enlightening period of travelling, I felt incredibly invigorated and inspired to create something from these experiences. I have always loved fashion and being creative, so I felt it was time to take that lifelong dream to the next level and start my own brand.
La Plain is a haven of authenticity and creative inspiration, with the aim to make women feel empowered in what they wear. What really inspired me to take the leap was seeing how much creative freedom could come with owning your own brand. I realised that I could tell the stories I wanted to tell through my designs, without any boundaries. Fashion is about expressing yourself, and having the opportunity to build something that reflects my vision and values felt like the next natural step. There were definitely moments of doubt and uncertainty, but I always knew in my gut that it was what I needed to do.
What pillars of DNA define the La Plain as a brand?
At the core of La Plain, there are three key pillars that define the brand: impeccable quality, timeless design, and empowerment. Impeccable quality is something we take immense pride in. Every piece in our collection is crafted with the utmost attention to detail, from the selection of materials to the construction and finishing. Timeless design is another cornerstone. I’m passionate about creating pieces that transcend trends and seasons. Each collection is designed to be both versatile and enduring, offering women wardrobe staples they can wear for years to come. Empowerment is central to everything we do at La Plain. Fashion has always been a powerful way for women to express their individuality and identity. Through our collections, I aim to inspire women to embrace their uniqueness and feel confident in their choices.
How has your love of travel influenced your designs and overall brand aesthetic?
Travel has been a huge influence on both my designs and the overall aesthetic of the brand. Every place I visit brings a new perspective, whether it’s the night sky in Scandinavia, the architecture in Paris, or the textures of fabrics I see in local markets. Travel has taught me to appreciate diversity, not just in style but in what fashion means to different people across the world. My brand aesthetic reflects that mix of elegance with versatility drawing from a wide range of global influences but always with a refined, timeless feel.
This year, we see the brand joining Moda Operandi’s designer roster. How does it feel to be part of Moda Operandi’s The Caftan Collection showcase and was this always the plan?
Being part of Moda Operandi’s The Caftan Collection showcase is an incredible honour! I’m really excited to see how the collection resonates with Moda Operandi’s clientele. The platform is known for its curated selection of both emerging and established designers, so to be included among such a distinguished group is truly a milestone for the brand. As for whether this was always the plan, I’d say it was more of a long-term aspiration rather than an immediate goal. From the beginning, I knew I wanted to build a brand that could eventually be recognised globally, and collaborations like this one with Moda Operandi are an amazing opportunity to introduce La Plain to a wider audience. We’ve always focused on quality and craftsmanship, and the showcase allows us to highlight those elements in an exciting and unique way.
To you, what are the hero pieces of this edit?
The Zorya Embroidered Silk Organza Dress is understated yet flattering on all body types; The Serenelle Ruffled Crepe Caftan with the rose detailing on the shoulder is a statement piece; The Isadora Beaded Organza Dress is a flowy caftan and a favourite amongst my clients for the flowy silhouette and feminine details.
How do you style the pieces in your collection from dusk to dawn?
Styling the pieces from my collection from dusk to dawn is all about versatility and creating looks that can transition seamlessly throughout the day. For daytime, I’ll pair one of our flowy caftans with simple accessories and flat sandals for a comfortable yet elevated look. It’s effortless, easy to wear, and perfect for a day spent in the city or at a casual brunch. As the evening approaches, I like to add a bit more drama to the look – whether that’s a bold statement necklace, a metallic clutch, or a sleek pair of heels. The beauty of our designs is that they are timeless and have the structure to hold their own for more formal events, but they also have a relaxed elegance that works in any setting.
“For me, tapping into resilience starts with perspective. When challenges arise, I try to focus on the bigger picture – why I started this journey in the first place and what the ultimate goal is”
How has your career grown since you’ve started and where would you like it to go in the future?
My career has grown in ways I could have only dreamed of when I first started. In the beginning, it was all a learning process – figuring out my aesthetic, understanding the technical aspects of design, and navigating the fashion industry. As I have built my brand, I have gained a better sense of who I am as a designer and what La Plain stands for. The growth has been gradual but incredibly rewarding. Looking ahead, I see La Plain continuing to evolve and grow, both creatively and internationally. I’d love to expand our presence in key global markets, as well as continue to push boundaries with our designs – experimenting with new materials and techniques. Ultimately, I want to continue fostering a brand that values empowering women, craftsmanship, and quality, while staying true to our core values and never losing sight of what makes La Plain unique.
What does your Ramadan look like – are there any rituals or traditions you’re looking forward to?
Ramadan is a deeply meaningful time for me, both personally and spiritually, and it’s a time to pause, reflect, and reconnect. During Ramadan, I look forward to the peaceful moments of reflection, especially in the mornings before the fast begins. There’s a sense of quiet and stillness that allows me to center myself for the day ahead. I also love gathering with family and friends to break our fast together at sunset. There’s something so special about sharing a meal and connecting with loved ones after a day of fasting – it reminds me of the importance of community. Overall, Ramadan is a time for gratitude, reflection, and reconnection – not just with my faith, but also with the people and values that shape my life and work. It’s a reminder to slow down, appreciate what I have, and be present in the moment.
This is The Resilience Issue – during challenging times, how do you tap into resilience?
During challenging times, resilience is something I’ve had to nurture and rely on throughout my career. As a designer and entrepreneur, there have been moments when things haven’t gone according to plan, but I’ve learned that resilience comes from staying connected to your purpose. For me, tapping into resilience starts with perspective. When challenges arise, I try to focus on the bigger picture – why I started this journey in the first place and what the ultimate goal is. It’s also about adaptability; being able to pivot and embrace change instead of resisting it has been essential, especially in fashion, where trends and business dynamics shift quickly.
“During difficult times, it’s the collective strength of the people I work with and the passion we share that helps me keep going”
I also believe in self-care and giving myself grace. When I’m feeling overwhelmed, I take a step back to recharge, whether that’s through spending time in nature or taking a short break to clear my mind. Resilience isn’t just about powering through – it’s about finding balance, accepting imperfection, and learning from every challenge. I also draw strength from the people around me. My team and my family have been such a vital source of support. Having a community that believes in the brand and in me personally is a huge motivator. During difficult times, it’s the collective strength of the people I work with and the passion we share that helps me keep going.
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Images: Supplied
