Georges Hobeika

Maison Georges Hobeika reached its thirtieth anniversary in 2025. The milestone connected a Beirut atelier founded during Lebanon’s post-war reconstruction with more than two decades of Paris presentations, FHCM Guest House status, a permanent ready-to-wear business and second-generation creative leadership. The anniversary described a house still independently owned and still centred on its Lebanese production base while expanding its international retail and executive structure.

Georges Hobeika presented ready-to-wear on the official Paris Fashion Week runway for the first time in September 2024. The move gave the commercial division an institutional platform separate from couture and confirmed its importance to the maison’s international growth. Atelier-derived colour, embroidery and evening construction were adapted into a broader wardrobe designed for seasonal retail.

Chucri G. Cavalcanti was appointed managing director and chief executive officer of Maison Georges Hobeika in November 2023. After senior experience at Elie Saab, he joined to strengthen corporate governance, business-to-business partnerships, retail development and international operations. The appointment added professional executive leadership to a company whose ownership and creative direction remained within the Hobeika family.

In 2023, menswear became an explicit part of Georges Hobeika’s couture programme. Fluid suits, embroidered tailoring and relaxed formal silhouettes extended atelier techniques previously concentrated in gowns and capes, without creating a separate menswear label. The expansion broadened the house’s couture client and product base and made Jad Hobeika’s influence on the shared creative direction increasingly visible.

A Georges Hobeika pop-up opened at Harrods in December 2022 and became a permanent concession in January 2023. The project gave the maison a regular London retail presence and extended its commercial reach beyond appointment-led couture and wholesale showrooms. Ready-to-wear and accessories could now represent the brand continuously between fashion-week presentations.

Maison Georges Hobeika publicly appointed Jad Hobeika as co-creative director in June 2022, formalising the design partnership that had operated inside the studio since 2019. The appointment established a continuing father-and-son leadership structure rather than a clean succession, with Georges retaining active authorship and Jad expanding the house through menswear, relaxed tailoring and a broader ready-to-wear vocabulary.

The house moved its Paris showroom to Rue François 1er in 2022, strengthening its commercial presence within the eighth arrondissement’s couture and luxury network. The larger setting supported appointments with buyers, private clients and press across couture, ready-to-wear, bridal and accessories. Beirut remained the design and production centre, sharpening the two-city structure through which the maison operates.

Jad Hobeika joined the maison’s design studio in 2019 after studying at the École de la Chambre Syndicale de la Couture Parisienne. He worked within the existing collection process before receiving a public leadership title, introducing looser tailoring, asymmetry, menswear and more pronounced seasonal narratives. This period established the practical father-and-son collaboration that the house formalised in 2022.

Maison Georges Hobeika joined the official Paris Haute Couture Week calendar as an FHCM Guest House in January 2017. The status formally recognised a couture practice whose principal atelier remained outside France, allowing the house to present within the official week while preserving its Beirut workforce and production system. Georges Hobeika has retained this classification through subsequent couture seasons.

In 2010, Maison Georges Hobeika formalised its ready-to-wear business and opened a permanent showroom on Rue Royale in Paris. The Signature and GH structures translated the house’s colour, embroidery and occasion dressing into standard-size collections and daywear, reducing its dependence on bespoke couture alone. The showroom gave buyers and private clients a stable European address while design and production remained centred in Beirut.

Georges Hobeika presented in Paris for the first time in 2001, giving the Beirut atelier a sustained international platform without moving its production base from Lebanon. Paris became the principal setting for buyers, press and private clients, while the house retained its family ownership and in-house craft structure. The move began the long route towards formal recognition on the official haute couture calendar.

Georges Hobeika founded the maison in Beirut in 1995, building on the dressmaking practice and clientele of his mother, Marie Hobeika. The atelier brought design, fittings, embroidery and client work together in one operation and later expanded to a workforce of around 200 while remaining independently owned. Hobeika’s architectural training informed its structural draping and corsetry, while in-house embroidery and formal eveningwear became its central public codes. Since 2022, he has shared creative direction with Jad Hobeika.