Not every travel journey ends with unpacking a suitcase. For Shereen Al Hosh, her travels across the world unfolded into something beyond that—a realisation that elegance isn’t confined to borders, nor is individuality bound by trends. In 2022, she brought this vision to life with La Plain, a brand that reflects her global inspirations into wearable stories. Rooted in empowering women with pieces that transcend seasons and can stay in your wardrobe for a long time, La Plain quickly became a go-to modest fashion brand. Now, with the brand’s Ramadan ’25 collection, “Royal Aurora,” inspired by the celestial wonder of the northern lights, Shereen is offering something even more luminous, capturing the essence of a month that is rooted in self-reflection.
Your travels played an important role in shaping La Plain’s identity. Was there a specific destination or moment that sparked the idea for the brand?
In 2022 when I returned home from an enlightening period of traveling I felt incredibly invigorated and inspired to create something from these experiences. I have always loved fashion and being creative so I felt it was time to take that lifelong dream to the next level and start my own brand. La Plain is a haven of authenticity and creative inspiration, with the aim to make women feel empowered in what they wear.
La Plain focuses on empowering women to express their individuality. How do you weave this philosophy into your designs?
I focus on creating pieces that are not only elegant and versatile but also allow for personal expression which instills confidence in the wearer.
I believe clothing should not only look good but also make the wearer feel good. They should be comfortable in their skin and confident in their choices which makes them ready to face the world as their authentic self.
Your upcoming Ramadan ’25 collection is described as stunning and festive. What was the inspiration behind this collection, and how does it cater to the season?
The collection, entitled “Royal Aurora” is inspired by the ethereal beauty of the aurora borealis. Captivated by the aurora illuminating the night sky with its enchanting hues, the collection highlights the awe-inspiring elegance and grace of a regal presence. It caters to the Ramadan season with flowing silhouettes, exquisite details and a feminine colour palette.
If you could pick one piece from La Plain that resonates the most with your personal journey, which one would it be and why?
The first-ever design I created, a dress made from organza silk with intricate detailing around the neckline, holds a special place in my heart. It represents my humble beginnings and embodies my vision for creating timeless, ethereal designs. This piece is a symbol of my growth, creativity, and the courage to bring my ideas to life.
How does La Plain’s designs align with the values of today’s modest woman?
Impeccable quality and timeless designs are at the heart of La Plain. I want to create designs that stand the test of time and can be worn season after season. I believe today’s modest women are looking for quality over quantity and want to invest in pieces that can be worn time and time again while still looking elegant and sophisticated.
As a designer, what are some of your personal favourite trends in modest fashion today that you try to infuse into your collections too?
At La Plain we don’t follow seasonal trends but I am excited about the return of refined dressing. Sophisticated and elegant styles will never go out of fashion!
What’s next for La Plain? Are there any exciting projects, collaborations, or expansions in the pipeline?
La Plain is constantly evolving. Currently, we’re working on a capsule collection that blends modern aesthetics with artisanal techniques. We are also in talks for a collaboration with a global fabric innovator to explore sustainable fashion. Additionally, expanding our online presence and introducing a limited bridal couture line is on the horizon.
