Lyoum, ليوم, aujourd’hui which means also today is a French-Tunisian quality prêt-a-porter brand that was launched in 2012 right after the Jasmin revolution by the couple Sofiène and Claire Ben Châabane. Their main purpose was to establish a quality Tunisian brand with local texture in order to contribute to the Tunisian Economy.
The brand aims to reflect Tunisia’s rich history and mix of cultures while not forgetting their inspiration from the Mediterranean sea and its shores. Lyoum embraces Tunisian’s local culture with all its clichés. It reminds you of the Summer days in Sidi Bou Said that are all stuck in our collective memory, filled with eating hot and crispy bambalouni and the smell of jasmine and Fell in the air, with blue and white colors dominating the scenery, flowers and the scent of the Mediterranean sea.
Lyoum knows very well how to mix between vintage and modern, minimalistic and classy with a Tunisian touch. Such as their photoshoots done in Downtown Tunis and taxi cabs that make everything look so aesthetic and chic. And let’s not even forget about their dreamy captions that just makes you want to live the Tunisian dream.