Dutch-Moroccan Born and reared in the Netherlands, Laila Amraoui earned her degree in International Economics from the University of Utrecht. In 2007, she and her family relocated to Dubai after five years of living in Brussels.She began considering a career in fashion at this point. She started creating caftans despite not having a fashion degree. She wanted to introduce the fashion-forward women of the Middle East to the elegance of the Moroccan caftan since she missed the Moroccan customs and culture.Laila began exhibiting her caftans at exhibitions and at a number of multi-designer boutiques in Dubai in 2012. She launched her first store in Sunset Mall in Jumeirah in February 2015. She relocated to Town Centre Jumeirah, which is situated in Jumeirah 1, in February 2020.Her designs combine the vibrant emotion of the Arab culture with the simplicity of the West. The brand's core values are luxury, superior quality, and uniqueness. Her caftans are praised and welcomed both domestically and internationally for their ultrafeminine appearance and feel. They have been regarded as innovative and novel.
