El Gouna. A place we keep finding ourselves returning to. Quiet mornings, slow days between the sea and desert and a sense of calm that’s hard to replicate elsewhere.
Over the years it’s become a constant setting for us. A familiar rhythm, a home away from home.
The kind of place that’s hard to fully explain until you’ve spent time there yourself.
It only made sense for us to return here, using it as the backdrop for our next collection. Calm, effortless and emotionally present.
SS’26 dropping soon
Capturing beauty and calm within one of Cairo’s oldest institutions. A place we’ve always returned to for inspiration and a sense of stillness within the city.
A few weeks out from SS’26.
Music by @omarwhamed
Closing the year with this momentum is exactly what we hoped for.
This is the worst we’ll ever be.
What’s next is already in motion and we can’t wait to share it with you.
Grateful for all of you.
24 hours until we launch.
A quiet mix of nerves, pride and gratitude as we get ready to let the work leave our hands.
The timing feels right. Just like the Porsche that happened to be there. Unplanned, but fitting. And if you know us, you know how much inspiration we draw from this brand.
Tomorrow, the work is no longer just ours. It also becomes yours.
Website live at 2PM New York / 9PM Cairo.
LANA FW’25 — Always Home
Always Home is about laying a foundation for what to expect from Lana, now and in the future.
Calmness, comfort and ease: the feelings we associate with home, wherever we are.
The emotions behind home will always be at the forefront of our work. They guide how we design, how we tell stories and what we share.
This is where we begin; Always Home.
Launching soon.
Shot by the one and only @tayojr
A Heart Split Between Cities
What is home? What defines it? To us, it’s the people, memories and moments that shape how we move through the world; the sounds we grew up with and the experiences we carry forward.
LANA exists between past and present, translating feeling into form. Our intention is to express a way of living grounded in beauty, comfort, discipline and purpose.
We believe true luxury isn’t about excess; it’s about meaning.
About creating a sense of home, wherever life takes you.
“Home is not where you are born; home is where all your attempts to escape cease.” - Naguib Mahfouz
Music by @omarwhamed Videography by @faridabustani@omarembaby
#newyork #cairo #sohonyc #streetwear #brandfilm #globalstyle
The last few months have been crazy.
Working between New York and Cairo to launch Lana in three months has been intense, but it’s the kind of work we’ve always fought to do.
It’s been about living inside the process.
Rolling dice and praying twice.
Early mornings, late nights, 5AM shoots in the city, hauling samples from Brooklyn to Manhattan on the subway. Chasing something we couldn’t quite see yet.
Between September and now, we’ve built everything we’ve teased so far. The visual identity, the first product run, our manufacturing network at home and abroad and the campaign we ideated and executed in less than two weeks.
A lot has happened in a short time.
Three months in, this is just the beginning; let’s see where a year can take us. Only time will tell.
For now, the focus stays on the work.
New York - local time: 3:38PM
Cairo - local time: 10:38PM
