Jullz, Creative Director

Les Benjamins’ Dubai show traces the brand’s cross-cultural journey. Unlike conventional fashion brands, Les Benjamins has transformed its universe into a movement, creating a bridge that connects people who share common emotions. Strengthening the imprint it leaves in the fashion landscape with each passing day, Les Benjamins goes beyond ordinary fashion concerns. At the Dubai show, we are with Jullz, a member of the brand’s community that has become like family. Originally from Kazakhstan and now based in Dubai, Jullz is a creative persona with a multidisciplinary approach, spanning directing, photography, experimental makeup artistry, and styling. It’s the perfect time to hear from Jullz about their connection with Les Benjamins, the creative energy behind their work, and the elements that fuel their imagination.

What attracts you most in Les Benjamins designs? 

I love the mix of modern + cultural designs that Benji and Lamia implement with their designs, it makes the pieces completely unique. 

What is your favourite piece from the Les Benjamins Altaicana collection? 

There are too many to pick from but there’s this one denim set with central asian motifs stitchings that is just so cool, I must get my hands on it. 

How would you describe your style? 

Avant-garde + minimal + bold af.

What inspires you the most? 

Honestly, my imaginations! It always drives me to create cool things irl. 

How would you describe your perspective on fashion in general? 

Fashion is so important  for my personal expression, it’s a canvas for my ideas – I have a lot of respect for clothes and the values that it can hold. 

 “I love the mix of modern + cultural designs that Benji and Lamia implement with their designs, it makes the pieces completely unique.” 

-Jullz

In your opinion, how does the consumption culture affect the fashion industry? 

I think people definitely lost a bit of understanding of personal style because of over consumption, i.e wanting to participate in every micro trend – but I personally think that you have your own unique style, the idea of wearing the same clothes but in a million different ways is just so punk and chic to me. 

What does the word fashion mean to you? 

It means expression. 

What makes the Les Benjamins designs unique to you? 

Les Benjamins is all about blending heritage with modern designs in a way that feels fresh. The clothes tell a story, rich textures, bold graphics, and cultural references that feel nostalgic yet innovative. It’s that balance that makes it stand out to me. They push the lines between culture and modernism in the best way possible. 

Tell us more about your; Altaicana runway experience. How did you prepare for the show? 

The energy during rehearsals was amazing, once I heard the music it took my walk to another level. The show itself flew by so quickly but it was honestly such a beautiful experience. I felt so proud to be a part of this runway. 

Show us a selfie from the show day.