The eponymous brand was conceived by Algerian born Ilyes Ouali in 2016 , and was inspired out of Ilyes’s mother wardrobe, but it was filtered and redesigned to appeal to the current customer and reflect the contemporary vision of the brand . 


The brand inspires from the essentials, redesigned and embroided with a core element which is the Cord – a collection of feminine statement evening pieces that are special enough to effortlessly standout, whilst also being a lifetime investment.