Growing up in Beirut, Lebanon, Elie Saab was mesmerised by the light of a sewing machine and the art of turning dreams into reality. As other children were out at play, he sewed beautiful dresses for his sisters, not knowing that he was sowing the seeds of an empire. There was war outside, but inside his small atelier, beauty prevailed over destruction.
At the age of 17, he did not lose focus and decided to open his first workshop. His designs were ethereal and breathtaking and it did not take long before they were noticed by royalty and Hollywood stars. From Queen Rania's elegant gowns to Halle Berry's memorable Oscar dress, each piece had the elegance of timeless luxury.
However, Saab's vision was not limited to couture alone. He knew that beauty was not only in the glamour of the dress but in the beauty of the world around him. His Girl of Now fragrance, his eyewear line, and his growing international appeal provided his artistry to those who wanted a little enchantment.
In the end, Saab has become a master of storytelling, a creator of a whole world, a luxurious attitude that its customers choose. "It is all about the storey behind the brand," he says. "You might see a princess in an Elie Saab gown or a bride in one of my dresses, but it's the small things you can actually own." He stops for a moment, a smirk on his face. "It all starts with a story."
And so, the Elie Saab fairy tale continues, a never-ending fairy tale of beauty, grace and dreams.