Salim Azzam welcomes his guests on July 11, 2026 to his childhood home-turned rustic fashion house in the Chouf. (Credit: Rudy Yazbeck; photo provided by Salim Azzam)
"It's time to come visit us!" and "Prepare the zalghouta!" reads the invitation. And if the ululation wasn't already at the tip of your tongue, it would at least echo in your heart, for this 10-year celebration embodied all the genuine joy and tender traditions the Chouf region could gather. Since the summer of 2016, Salim Azzam has braved all manner of challenges to bring to life a project where poetry, craftsmanship, solidarity, authenticity, and a sense of celebration all converge.It all began with the tradition of hospitality, entrusted to a group of young people in T-shirts embroidered with "Ahlan wa sahlan" and verses celebrating life. But here is the designer himself, at the entrance to his garden, arms wide open beneath the white drapes of the pergola, dressed in a caftan embroidered with ten...
"It's time to come visit us!" and "Prepare the zalghouta!" reads the invitation. And if the ululation wasn't already at the tip of your tongue, it would at least echo in your heart, for this 10-year celebration embodied all the genuine joy and tender traditions the Chouf region could gather. Since the summer of 2016, Salim Azzam has braved all manner of challenges to bring to life a project where poetry, craftsmanship, solidarity, authenticity, and a sense of celebration all converge.It all began with the tradition of hospitality, entrusted to a group of young people in T-shirts embroidered with "Ahlan wa sahlan" and verses celebrating life. But here is the designer himself, at the entrance to his garden, arms wide open beneath the white drapes of the pergola, dressed in a caftan embroidered with...
