Souâd Feriani - Timeless Fashion & Belgian Craftsmanship
In this first episode of Our Designers, Hasselt-based designer Souâd Feriani talks candidly about her path in fashion, her sources of inspiration and the power of Belgian creativity.
Photography: Stephanie Smeets
Season 1 - Episode 1: Souâd Feriani
Born in Genk on June 30, 1970, this Belgian fashion designer developed a fascination for style at an early age. As a child, she lost her heart to the shirts in her father's wardrobe - a love for men's shirts that has never left her.
Her passion for fashion led her to the Royal Academy of Fine Arts in Antwerp, where she studied in the legendary fashion department. That education was a true eye-opener. She graduated in 1994, ready to establish her own signature in the fashion world.
Today, Souâd Feriani is known for her timeless and pure designs, where elegance and strength meet. She creates fashion that highlights the beauty already present in every woman and man - a philosophy that defines her unique style.
From childhood dream to fashion designer
Even at the age of 13, Souâd knew she wanted to be a fashion designer. Drawing and creating were always present, but it was during her time at school that she realized, "I can do this, maybe even better." The move to the Fashion Academy in Antwerp followed naturally. There she learned to push her creative boundaries, but also that the profession requires more than just designing.
The men's shirt for women
In 2014, Souâd released her first own collection: a men's shirt designed for the female body. A timeless garment that combines elegance and strength. "There are many shirts on the market," she was told. Yet she knew how to make a difference with perfect fit and high-quality materials. It turned out to be the starting shot for a brand of her own.
Inspiration from music and Belgian greats
Although she describes herself as someone who rarely wears color, Souâd draws much inspiration from music and icons such as Martin Margiela and Dries Van Noten. "Dries has a way of portraying women in an incredibly beautiful way," she says. Concerts, travel and everyday encounters also fuel her creativity.
Timeless rather than trendy
Souâd deliberately does not work with fast trends or rigid seasonal layouts. Her collections grow organically, with classics returning year after year. The Loose Shirt, the Audrey Skirt and the silk tunic are among perennial favorites. Quality and durability are key: pieces that last a lifetime.
"I simply try to confirm the beauty that is already in the woman or the man."
Personal and unique
A special aspect of her work is personalization. Customers can have shirts printed or painted with names, texts or even poems. Thus, each garment becomes a unique object with emotional value: a gift for a partner, a memory of children or even an ode to a beloved pet.
Team and future
Souâd today runs three stores - in Hasselt, Antwerp and Knokke - with a close-knit team. She strongly believes in a warm working environment where women strengthen each other. For the future, she wants to continue building on strong collections, sustainable materials and the unique identity of her brand. "The success of my work is that we work by feel. I want to continue to maintain that."
Belgian and proud
For Souâd , Belgian design is synonymous with quality, knowledge, solidity and inspiration. Belgian fashion is recognized worldwide for its conceptual strength and craftsmanship - and she proudly contributes to this herself.
Souâd Feriani - Our Designers
