Basma
The Alchemy of Eco-Luxury in the Hospitality
Basma’s journey is a dance between past and future. Originally known as Nosouj, the brand was born in 2015 from the vision of Basma Abdul Hadi.
Basma’s journey is a dance between past and future. Originally known as Nosouj, the brand was born in 2015 from the vision of Basma Abdul Hadi, a mind illuminated by a passion for authentic design and a deep respect for the environment.
In 2022, the brand took a new direction: on one side, the Hajjar family, with over 25 years of experience in creating international businesses, invested in the brand, bringing an international touch to Basma’s essence. On the other, a crucial moment in the brand’s history was its partnership with Moonwalks, an innovative commercial development company that became the bridge between Basma and new opportunities. This collaboration enabled the brand to embrace new challenges and expand its international presence.
While the name Nosouj gave way to “Basma,” which means “smile” in Arabic, the focus on sustainability and ethical luxury remained steadfast, preserving its essence as a sustainable, reusable, and environmentally friendly project. Basma has become an even stronger reflection of its founder—a symbol of vitality and color, an ode to nature through collections that explore eco-sustainability with style.
Embodied Elegance: Basma in the Hospitality Industry
The fusion of hospitality and fashion is a fascinating interplay. Here, aesthetics blend seamlessly with the art of welcoming, creating an atmosphere rich in elegance and style. Brands like Basma, dedicated to eco-luxury, find an ideal canvas in boutique hotels.
Basma’s collections embody the harmony between craftsmanship and luxury, a fusion of tradition and modernity. Their fabric, Dokuma, symbolizes the perfect union between the rich heritage of the past and the relentless pursuit of ethical, sustainable, and cutting-edge fashion—deeply attentive to both the environment and innovation.
A shining example of this symbiosis can be seen in the Sicilian boutiques of the Rocco Forte Hotels Group. The luxury of hospitality meets the luxury of accessories, and Basma’s products enjoy extraordinary success. The concept of eco-luxury finds fertile ground among international guests seeking authentic and responsible experiences.
Basma’s collections represent a vision of fashion that goes beyond simply showcasing accessories—it is an act of awareness, a statement of shared values. Hospitality becomes the perfect stage to present these creations that speak of style and female empowerment.
A Promise of Elegance and Sustainability for the Future
Basma looks ahead with a global perspective. The brand’s future projects include a strategic approach to the European and Gulf markets. The collaboration with Moonwalks expands Basma’s potential in the hospitality industry, opening new spaces to showcase creations that embody the balance between luxury and sustainability.
Basma is not just a fashion brand—it is a statement, a commitment to a future where elegance is sustainable and luxury is ethical.
