Boyfriend the Brand
Amine Jreissati is a renowned lebanese freelance stylist & a coveted art director.
In 2012, after five years of working at Marie Claire Arabia – first as an Assistant Fashion Editor, then as the head of its fashion department, Jreissati took a leap of faith into the unknown and decided to embark on a new career as a freelancer.
By creating high-end visual shoots, splendid contradictions ad acclaimed editorials between Beirut, Paris and Dubai His fanatical devotion to perfection, order, balance, and attention to detail has shaped his portfolio into the region’s most celebrated content. It is not until 2017, that Amine added to his resume the role of Creative Director, for his own brand. BOYFRIEND. A genderless expression of self.
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BOYFRIEND is a genderless brand founded by Stylist & Art Director Amine Jreissati in October 2017. It is implemented in Beirut, Lebanon where the whole process from creative to manufacturing is done. To sum-up its personality the brand uses three simple words: MINIMAL – SUBLIMINAL – GENDER INVISIBLE. Minimal silhouettes, subliminal details, and gender invisible nature. Composed of pieces found in men and women’s closets, the brand serves as a styling course where each piece can be reinterpreted and worn in different ways. Boyfriend is different because it targets everyone, no matter your gender, age, and size, and most importantly, it brings back the importance of ‘basic’ in people’s minds. Created to empower all genders, the brand has an intuitive desire to provide gender-invisible silhouettes and designing luxurious basics with clean yet oversized cuts. This is what “gender invisible” means. The brand has gained a striking following amongst the fashion-savvy Beirut & Dubai crowds, and a strong spill-over into European capitals with the Forward Lab sustainable collaboration which pushes the brand into the new upcycle trend. Our first showroom opened in 2019 in Mar Mikhael – Beirut. The showroom got destroyed on August 4th, 2020, and is now being rebuilt.