Founded by sisters Lys and Lama Riachi, BLSSD is a fashion label shaped by personal experience, resilience and a shared creative vision. More than simply a clothing brand, BLSSD, the story behind BLSSD is deeply personal. Born from a life-changing chapter in the founder’s journey when Lama was diagnosed with cancer, the brand emerged from a period that reshaped their outlook on life, with creativity and purpose. That experience continues to influence their approach to design, where emotion, restraint and strength come together to form collections that feel both contemporary and considered. For Lys and Lama, fashion is not just about aesthetics, but about storytelling, perspective and creating pieces that resonate on a deeper level.
As BLSSD continues to grow within the fashion landscape, the sisters remain focused on building something lasting, guided by authenticity rather than trends. Their designs reflect a modern woman who dresses with instinct, confidence and individuality. Here, Lys and Lama Riachi share the inspiration behind BLSSD, their creative process, and the journey of building a fashion label together as sisters.
What inspired you both to launch BLSSD, and how did the idea for the brand first come to life?
BLSSD came from something deeply personal before it became a business. When Lama went through cancer, it changed both of us. Lys was a pillar of strength, knowledge, and support throughout, so in many ways, it was something we lived through together. It brought a different kind of clarity, about life, identity, and what really matters. That experience also made us realise how many people face challenges like that without the support of their families. That led to the creation of Blessed(together), a support group for those going through cancer without a strong support system. BLSSD grew out of that, as a creative expression of our point of view and as an ongoing source of funding for the support group. So for us, it was never just about fashion. It came from lived experience, resilience, and the desire to create something meaningful.
As sisters and co-founders, how do your personalities and strengths complement each other when working on the brand?
We bring different energies, which help. There’s a shared instinct, but not the same way of seeing things. One of us might push more emotionally or conceptually, while the other is more ruthless about editing and refinement. That tension is healthy. We challenge each other, but we also trust each other completely. BLSSD is stronger because it comes from two minds.
The name BLSSD carries a strong message. What does the name represent for you personally and creatively?
BLSSD is about perspective, resilience, and meaning. There is gratitude in it, but not the soft, passive version people sometimes assume. It is gratitude sharpened by experience. Gratitude with strength, edge, and clarity. That duality has always felt true to us. The brand lives in that space, between softness and fierceness, emotion and control. That tension is very much part of who we are, and very much part of BLSSD.
How would you describe the aesthetic and identity of BLSSD?
Restrained, directional, and a little disruptive. We’re drawn to strong silhouettes, thoughtful construction, and pieces that hold tension, softness with strength, elegance with edge, structure with ease. It’s never about over-designing. We like clothes that reveal themselves slowly.
What inspires your collections, from fabrics and silhouettes to the overall mood of each piece?
It usually starts with a feeling, a tension or a question. We don’t begin with “what should we make?” We begin with “What are we trying to express?” From there, fabric, silhouette, and mood start to fall into place. Every collection has its own emotional logic, and that matters to us more than chasing novelty.
Working with family can be both rewarding and challenging. How do you navigate creative differences while maintaining your sisterly bond?
By being honest, and by not being too precious. We know each other well enough to disagree properly and move on. Of course there are intense moments, but there’s also a deep respect underneath it. We’re sisters before anything else, and that keeps things grounded. Also, sometimes one of us is right, and sometimes it’s very annoying.
What do you believe makes BLSSD stand out in today’s fashion landscape?
Its point of view. It’s not trend-led, not logo-led, and not trying to be loud for attention.
There’s restraint in the brand, but also emotion. We care a lot about design, but also about meaning. I think people feel that. BLSSD has a kind of quiet confidence that, in a very noisy landscape, can be powerful.
Who is the woman you envision wearing your designs?
She knows herself. She dresses from instinct, not pressure. She notices cut, mood, and detail, but never in a way that feels forced. She likes pieces with presence, but she doesn’t need them to shout. There’s a kind of confidence and self-possession we always come back to.
What has been one of the most memorable milestones for you since launching the brand?
Honestly, seeing women make BLSSD their own. Of course, runway moments and growth matter, but the most memorable part is when someone wears the pieces in a way that feels completely like her. That’s when you realise the brand has moved beyond you a little, which is actually a great feeling.
Looking ahead, what is your vision for the future of BLSSD, and where would you love to see it in the next few years?
We want to grow, but in the right way. More depth, more clarity, more reach, without losing the essence of the brand. We’d love to see BLSSD continue expanding internationally, but always with intention. The goal is not to be everywhere. It’s to build something lasting, recognisable, and emotionally resonant.
By Lea Nouhra