For designer and founder of Acoon, Muna Al Othaiman, fashion is a journey of self-discovery.
As the creative force behind Acoon, Muna designs with intention that is, at the same time, grounded in modernity and tradition. Its SS25 collection is built on clean lines, bold proportions, and a sense of effortless soft power–each piece is an invitation to embrace one’s authenticity, confidence, and transformation. Acoon, meaning “to be” in Arabic, is rooted in authenticity and timeless designs that speak to women who move through life with quiet strength, balancing grace with modernity. “I’ve always been fascinated by the stories clothes tell,” she shares, reflecting on how a single vintage piece ignited her desire to create garments that hold meaning beyond trends.
Here, Muna Al Othaiman exclusively shares with Emirates Woman the inspirations behind Acoon, the values shaping her designs, and the vision that fuels her creative journey.
What do the first 30 minutes of your day look like, your morning routine?
I wake up slowly, letting the day begin at its own pace. My cats always make sure to greet me, so I spend a few peaceful moments with them. I then set an intention for the day, cultivating the energy and mindset I need to both create and nourish my soul – to bring my vision to life and to grow as a person. Most mornings I go for a walk around my neighborhood to get some fresh air and to get my body moving. Once I return I get ready for the day then revisit my mood board, assessing what it needs to truly inspire my designs.
Designer Muna Al Othaiman, founder of Acoon
Tell us about your career background. What was the catalyst that got the brand started and did you always know you wanted to have your own label?
I’ve always been fascinated by the stories clothes tell. Fashion has always been a huge part of my life but I wouldn’t say I knew from the start that I wanted to have my own label. It was something that grew organically and then the catalyst was a vintage find that sparked a desire to create garments with a soul, pieces that transcend trends and become cherished heirlooms. This led me to creating a brand that was meaningful, where the pieces weren’t just clothes but a reflection of a mindset or a lifestyle.
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What are the DNA/core values and hallmark styles that define the Acoon aesthetic?
At the heart of the Acoon aesthetic is empowerment. We design with intention, creating pieces that inspire confidence, individuality, and a sense of purpose. Our core values – authenticity, versatility, and timelessness – shape every collection, ensuring that each design feels personal and meaningful. The hallmark of Acoon lies in the harmony of tradition and modernity. We honour our cultural roots through thoughtful craftsmanship, while embracing clean, contemporary silhouettes that resonate with today’s woman. Every piece is versatile yet striking, effortlessly adapting to the multifaceted roles our wearers embody, and always celebrating their journey of becoming.
What sparks your creative process and how do you go about designing the pieces in your collection?
My creative process is a bit of a mystery, even to me. It often starts with a feeling, a mood, a fleeting image, a moment in time, a cultural element, or even the way light dances on fabric. I let these sparks simmer, allowing them to evolve into sketches, then into patterns, and finally into the finished garments.
The SS25 collection explores the strength in clean and simplistic shapes. What type of woman do you base your designs on?
The SS25 collection is designed for the woman who exudes quiet strength and timeless elegance. She values simplicity, finds beauty in clean lines, and embraces life with confidence and authenticity. She is ever-evolving, balancing grace with boldness, and seeks designs that reflect her clarity, intention, and individuality. This collection celebrates her power and freedom, offering pieces that resonate with her story.
To you, what is the hero piece of this collection?
The hero piece of this collection is the crop sheer top with structured trouser, which perfectly embodies the essence of the Acoon woman – versatile, elegant, and effortlessly powerful. Its clean and structured silhouette reflects strength, while the sheer detailing and tailored finish celebrate a balance of modernity and femininity. This piece is a statement blending sophistication with purpose, making it a true centerpiece.
What’s a precious memory from your career as a fashion designer?
One of the most cherished memories from my career was seeing a woman wear one of my designs for a milestone moment in her life. She shared how wearing the piece made her feel beautiful and special. It was a profound reminder of why I design-not just to create beautiful clothes, but to craft pieces that become part of someone’s story. Knowing my work could make someone feel seen, celebrated, and strong is a memory I carry with me as inspiration for every collection I create.
What’s one piece of advice for designers wanting to start their own line?
Stay true to your vision and values. Building a brand isn’t just about creating beautiful pieces, it’s about telling a story that resonates deeply with you and your audience. Understand who you’re designing for and craft every detail, from the designs to the experience with purpose and intention. Be patient with the process, embrace the challenges and remember that consistency and authenticity will set you apart. Fashion is a journey of growth and evolution, so trust yourself and stay connected to the passion that inspired you to start in the first place.
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What is your vision for yourself as a designer and how would you like to develop your brand?
As a designer, my vision is to create pieces that empower and inspire— designs that transcend trends and become meaningful expressions of individuality and strength. I aspire to build a brand that connects deeply with women, celebrating their journeys and making them feel seen, confident, and supported. For Acoon, I envision a brand that continues to blend tradition with innovation, honoring cultural roots while embracing a global perspective. I want to grow it into a community-driven label that not only offers timeless, versatile designs but also sparks conversations about empowerment, identity, and the beauty of becoming. It’s about evolving with purpose and always staying true to the heart of the brand.
In testing times, who and what supports you?
In challenging times, I’ve found solace in a few key areas. My family and close friends have been an unwavering source of support. Additionally, I’ve sought guidance from mentors, learning to trust my own instincts and intuition alongside their valuable insights. This journey of self-growth has been a continuous process, and I’m grateful for the lessons I’ve learned along the way.
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