Our Story
From a small boutique in downtown Beirut to an international fashion house, discover the journey of LOOK IN COUTURE and the vision that has guided us for over five decades.
A Legacy of Craftsmanship
Founded in the vibrant, multi-cultural city of Beirut in 1969, LOOK IN COUTURE has evolved through decades of artistic innovation, cultural fusion, and unwavering commitment to quality. Our journey reflects the resilience, creativity, and entrepreneurial spirit that defines both our brand and the city that birthed it.
Our Journey Through Time
Explore the key milestones that have shaped LOOK IN COUTURE from its founding to the present day.
The Beginning
LOOK IN was founded by Mr. Zein Saleh in downtown Beirut, starting as a small store under the famous opera & cinema theater (now known as the Egg) near Mohamad Amin mosque and the Alshohada Area.
Rebuilding During Conflict
As war damaged much of downtown Beirut, Mr. Zein rebuilt a new store near the downtown area, persevering through challenging times to maintain the brand's presence.
Workshop Expansion
The small workshop expanded to accommodate more artisans and craftsmen. Mr. Zein employed young apprentices from his neighborhood, providing jobs to hundreds of families during difficult times.
Expansion to Saudi Arabia
While visiting family in Saudi Arabia, Mr. Zein identified a market gap for Lebanese designs that bridged European style with Middle Eastern culture. He established a distribution network between Lebanon and KSA, marking the brand's first international expansion.
International Debut
LOOK IN became the first Middle Eastern fashion house to participate in the prestigious Prêt-à-Porter Paris exhibition, opening doors to global markets including the USA, Europe, Africa, and Australia.
Global Exhibition Circuit
The brand continued its international presence with exhibitions in Paris, Milan, Barcelona, and later expanded to Izmir and Istanbul in 2011, establishing LOOK IN COUTURE as a global fashion contender.
Digital Pioneer
Zein Mohamad launched the first fashion e-commerce website from Lebanon, pioneering digital fashion retail in the region and setting the stage for the brand's future online presence.
Beirut Boutique
The first dedicated showroom opened in Beirut, elevating the brand's presence and providing a luxurious space for clients to experience the collections.
Flagship Store
The impressive flagship store and showroom opened, featuring 5-meter high displays to showcase seasonal collections in a high-end environment, marking a new chapter in the brand's retail presence.
Global Luxury Brand
Today, LOOK IN COUTURE operates with dual creative hubs in Beirut and Paris, offering bespoke couture, ready-to-wear collections, and textile services to a global clientele, while maintaining the craftsmanship and cultural heritage that has defined the brand for over five decades.
Meet Our Designer & Creative Director
Zein Mohamad
Designer & Creative Director
Born into a family that established a legacy in Beirut's fashion industry, Zein Mohamad merges heritage with innovation, shaping LOOK IN COUTURE for the modern generation. His vision is deeply influenced by Beirut's artistic energy and his experiences in Paris's luxury fashion network.
After earning a master's degree in design in Paris, Zein gained invaluable hands-on experience with prestigious fashion houses like Dior, leading fast fashion brands, and collaborating with textile companies worldwide. This diverse background has informed his unique approach to fashion that stands apart from fleeting trends.
Under his creative direction, LOOK IN COUTURE has expanded into world-renowned boutiques and selective stores, bringing the brand to a global audience seeking exclusivity and sophistication. Simultaneously, he has developed a made-to-order online platform that reaches fashion enthusiasts worldwide.
Today, while Beirut remains the brand's foundation, Paris serves as a creative and strategic hub. Through By Zein Design Studio, he offers exclusive couture experiences, private consultations, and bespoke collections, seamlessly merging tradition with contemporary elegance.
Our Core Values
The principles that have guided LOOK IN COUTURE through five decades of fashion excellence.
Resilience
Born in a city that has repeatedly risen from adversity, resilience is woven into our DNA. We adapt, innovate, and persevere through challenges, just as Beirut has done throughout its history.
Craftsmanship
We honor the tradition of meticulous handwork and attention to detail that has been passed down through generations of Lebanese artisans, ensuring every piece meets our exacting standards.
Cultural Fusion
Our designs reflect the unique position of Lebanon as a crossroads of Eastern and Western influences, creating fashion that resonates across cultural boundaries.
Community
From our early days providing employment during difficult times to our current global network, building and supporting community remains central to our mission.
Innovation
While respecting tradition, we continuously embrace new technologies, techniques, and ideas to evolve our craft and meet the changing needs of our clients.
Global Vision
From our first international exhibition in 1996 to our current presence in markets worldwide, we design with a global perspective while honoring our Lebanese roots.
Legacy in Images
A visual journey through the history of LOOK IN COUTURE.
