The silhouettes of the bags take inspiration from The Matrix Films

 With a background in graphic design and having worked in advertising, Lebanese designer Joumana Dagher took her passion for print and entered the fashion industry by creating her stylish, yet practical handbags. Her Beirut-based brand has a new collection, inspired by The Matrix film series, and it has us oohing and ahhing at the sleek lines, quality leather, stylish craftsmanship, and plexiglass detailing.

When talking with Joumana a few weeks ago, she expressed her love of the Matrix films. “I just love The Matrix, it’s my absolute favorite film series,” she said. “Naming my new bag collection "Matrix" is drawing inspiration from the movie. For me it’s a fascinating and creative choice. The film is indeed known for its futuristic visuals, groundbreaking special effects, and a storyline that explores complex themes of reality, perception, and rebellion.  And the rebellious and transformative aspects of the movie took another aspect of a normal vision,” she muses.

Designing her bags herself, Joumana knows what she’s doing. She spent years working in Italy, getting savoir-faire handbag knowledge. “I first brainstorm my ideas with sketches then I draw the work on size colors and design on Photoshop. My artisans are my backbone and sometimes I push them to create things that might be impossible! When I went to them with the Plexiglas shape and told them, ‘you will sew them by hand onto leather,’ they worked so hard on it to find the right string so it would not tear apart. On the other hand, aligning the plexiglas was also a challenge of any successful creative endeavor. You need a team that values collaboration. In the realm of designing bags where creativity meets functionality, a synergistic team can bring out the best in each member and contribute to continuous improvement.”

Italy is known for its know-how of craftsmanship. Going back centuries, Italian princes and ruling families supported the arts, and it was living in Italy for four-and-a-half years that Joumana soaked up their appreciation for creativity. “They’re particularly known for their contribution to the furniture industry,” she says. “Visiting exhibitions and factories in Italy provided me with valuable insights into the manufacturing processes, materials, and design philosophies. I was impressed by the attention to detail, use of fine materials, and the combination of traditional craftsmanship. I was taken by the techniques they employ in creating furniture, as well as the significance of materials especially in leather. My time there served as a solid foundation to what I’m doing now. It's an industry that values creativity, innovation, and a commitment to quality, and my exposure to the Italian approach offered me a bigger horizon to start my brand.”

So, how does her plexiglass technique tie into the movie, The Matrix?

“Many facts aligned the movie to my collection,” Joumana says. Aesthetically, it was important for the bags in the collection to have a futuristic design element. “First, I considered incorporating geometric shapes, then I thought of innovative materials that evoke a sense of the movie's futuristic setting. This is when the plexiglass came into the process, using leftover Plexiglas sewn onto leather showcases a unique approach. This method combines modern materials, of plexiglass with traditional leatherwork, resulting in appealing artwork on the bag. The fusion of these elements adds both texture and a contemporary touch to the overall design, making the bag stand out in terms of both style and innovation.”

Color wise, Joumana took the green tones found in the film, and made it part of the collection’s color palette. “For the first time we used green vintage leather,” she points out. And there there’s the technological integration too. “One of the bags is called 3D ALL IN. I wanted to explore ways to integrate technology into the bags, so we added a pouch inside to fit a phone tablet as well as innovative closures, an interactive element that enhances the user experience.”

As a sustainable nod, Joumana used repurposed materials taken from factories and artisan workshops, basically leftovers. The plexiglass is also from leftover plexiglass companies in Beirut. And the accessories in the collection are made from her signature waterproof and wear resistant DURASTM fabric that was developed after years of experimentation, of which she defined with a fresh colorful design.

Pushing on the midst of uncertainty

“The combination of the economic crises in Lebanon and the devastating explosion on August 4, 2020, inflation, and the broader regional conflicts can indeed have profound psychological and moral impacts on individuals and communities,” she says candidly. “These situations can create immense stress, uncertainty, and a sense of instability. It's important for me to continuously reassess my strategy in response to evolving circumstances. Regularly monitoring the effectiveness of my initiatives and staying agile in the face of changes that will contribute to the sustainability and growth of my business. This is the strength of the Lebanese brands.”

But, in the midst of Lebanon’s challenges and the world’s problems, the Lebanese push on. The country is a phoenix that rises from the ashes. Every time the people get knocked down, they rise. “The Lebanese are resilient and worldly, and offer hospitality like no other,” she says. The best thing is when Lebanese artists use these various mediums of diversity in religion and society, to express their perspectives and critiques of our country’s political, economic, and social circumstances. The fashion scene thrives on a combination of cultural richness, global influences, a passion for design, and a celebration of individual expression. The ability to navigate challenges and express creativity amid adversity also contributes to the distinctiveness of Lebanese fashion,” she says.

Currently, Joumana has a pop up in Paris that’s in conjunction with Point Physique that launched on November 13th and will run until November 25th:

Joumana’s individual expression is unique and one of a kind. She draws her experiences from Italy, her Lebanese creative spirit, her multilingual skills, inspirations of living around the world, understanding what’s practical for women, and pop culture to create bags that speak to the needs of consumers.  International and regional orders can be processed globally through Instagram with worldwide delivery via DHL.