BLSSD, the luxury fashion brand founded by Lama Riachi, is renowned for its "understated originality" and bold take on high-end fashion. After their recent debut at Dubai Fashion Week, where they showcased their signature street-luxe aesthetic alongside Dyson’s new OnTrac headphones, Riachi reflects on the stunning new collaboration. In this interview, she shares how BLSSD’s ethos of bold, yet restrained design aligns with Dyson’s innovative spirit, and how wearable tech is reshaping the narrative on the runway.
Delna Mistry Anand: Please tell us the story behind BLSSD and the ethos that defines the brand.
Lama Riachi: BLSSD is built on contrast—luxury with an edge, boldness with restraint, sophistication with a hint of rebellion. Founded by Lama Riachi, who turned her battle with cancer into a mission to make fashion matter, BLSSD is more than just a label—it’s an attitude, a perspective, a quiet challenge to the expected.
At our core, we believe in Prêt-à-Gratitude—creating pieces that are as intentional as they are effortless. Our aesthetic is defined by understated disruption, where structured tailoring meets fluid movement, architectural influences merge with industrial textures, and utility is elevated through a luxury lens. A monochromatic foundation punctuated by asymmetry, deconstruction, and tactile innovation ensures that each piece is striking yet wearable, familiar yet refreshingly unexpected.
We don’t design for approval. We design for those who dress with conviction, who seek more than fashion—they seek meaning. BLSSD is for the ones who understand that true style isn’t about fitting in. It’s about standing out, quietly but unmistakably.
BLSSD is all about 'understated originality.' Is this what inspired your collaboration with Dyson, a brand known for its creativity and innovation?
Absolutely. Dyson doesn’t follow the obvious path, and neither do we. Their approach to design - meticulous, functional, and disruptive - aligns perfectly with our philosophy. OnTrac isn’t just a piece of leading-edge tech; it’s an extension of style, a reflection of a modern way of dressing and expressing.
The Dyson OnTrac headphones made a key statement piece at Dubai Fashion Week. What role do you envision these headphones playing in your latest collection? Are they a design accessory, or do they represent a broader narrative?
They’re more than an accessory; they’re a statement on movement, attitude, and presence. In the *disclaimer collection, everything is intentional—the belts, the sharp tailoring, the textures. OnTrac fits seamlessly into this world, not just as an object, but as part of the conversation about how fashion and technology intersect.
How do you see fashion and technology intersecting in a way that both serves a functional purpose and makes a strong fashion statement?
The most powerful designs—whether in fashion or technology—don’t sacrifice function for form, or vice versa. They solve a problem, enhance an experience, or make you see something in a new way. That’s what we strive for at BLSSD, and that’s why this collaboration with Dyson felt so natural.
How do you think collaborations like yours with Dyson can shift the fashion narrative, especially with emerging technologies like wearable tech and audio innovations becoming more prominent on the runway?
Fashion is no longer just about clothes—it’s about experience, interaction, and how pieces function in daily life. Wearable tech is evolving beyond novelty into something truly integrated. This collaboration isn’t just about bringing tech to the runway; it’s about showing how fashion can elevate function and vice versa.
Looking ahead, how do you see BLSSD evolving?
Always forward. Always unexpected. We’ll continue exploring contrast - whether it’s in design, materiality, or collaborations that push the conversation beyond fashion alone. *disclaimer - as a collection is another chapter in an intriguing story that will keep evolving, but always on our terms.
