Vintage Shopping in Dubai: If Les Spot Isn’t On Your List, You’re Not Doing It Right
Bazaar Arabia sits down with Les Spot founder and creative visionary Hunoof Hamad to learn more about the ‘do’s’ and ‘don’ts’ of Vintage 101
Tucked behind a quaint street in Al Wasl is an unassuming villa. It’s bashful, to say the least, but quite the façade – and weren’t we always taught to never judge a book by its cover?
Les Spot is a modern-day Narnia for the true fashionista at heart, the one who takes pleasure in the process of finding the perfect pieces for their wardrobe. Upon entry, you’re swallowed by a hearty party of checks, stripes and leopard print, a much needed sense of liberation in a city where shopping malls and luxury boutiques reign supreme.
Founded by Hunoof Hamad, Les Spot is a true playground of fashion delights, the kind that could only be created by a self-professed fan of actress Sarah Jessica Parker, award-winning costume designer Patricia Field and, of course, SATC.
“I’m a big believer in the ‘trust the process’ mantra,” she tells Bazaar Arabia, touching on how the pandemic was, ultimately, the springboard that jumpstarted the concept store. “Having gone through quite a hard time during COVID, I didn’t trust the process and thought that everything should happen super fast.”
Having reinvented the notion of vintagewear and upcycling in a region which lacks a vast selection of thrift stores, Hunoof is luring in an ever-growing fanbase of regional celebrities, stylists and, of course, your average Gen Z-ers on the hunt for something a little bit different.
Bazaar Arabia sat down with the founder and all-round creative visionary for a chat on how she sources pieces, the season’s most coveted styles and the shifting perception of vintage shopping in the region.
Harper’s Bazaar Arabia (HBA): What’s the story behind Les Spot? How did it come to be?
Hunoof Hamad (HH): I’ve been in the fashion industry for 12 years. I studied Mass Communications with a minor in psychology; I combined them both, because I love to understand how and why people purchase things.
In 2021 post-COVID, everything changed. I was diagnosed with fibromyalgia and so went into this place of pure agoraphobia. While I was staying in, I realised COVID to be a blessing in disguise. Being trapped inside this space, I found myself stuck with things that I’ve been collecting for years, like a vintage Givenchy Barbie. So, I asked myself, “What do we want to do, Hunoof, with all of these things? Do you want to keep all of these things for the rest of your life or do you want to share them?”
What I did want to do was make fashion reusable and upcycle it in a bid to stop wasting clothes; all I see are ways to upcycle. I see myself to be the voice that wants to change the idea of vintage in the GCC and the MENA region.
In this country, I’ve never heard someone say, “I’ll go vintage shopping” or “I’ll wear something that someone else has worn,” become some sort of taboo. I want to break that cycle and the change the thought process behind it. So no, it’s not that you are wearing someone else’s clothes, you’re just being environmentally conscious.
HBA: How do you decide what pieces are the right fit for Les Spot?
HH: I believe in my taste because I’ve been in the industry for a very long time and worked with so many big names to know that it’s a force for good. People always reaffirm how ‘amazing’ my taste really is, so I manifest it into choosing something that will suit someone who is like me.
Even when I go thrifting or shop designer, I choose things that I don’t like because I realise that you and I can’t have the same taste. Even if a matching top and bottom come in the same print, maybe I’ll choose the top and you’ll choose the bottom.
HBA: Your overall marketing strategy is very different from other second-hand and consignment boutiques in the UAE. Can you talk us through it?
HH: We are not a consignment boutique; rather, we travel the world and curate the pieces we pick. I don’t go around saying, “Yes, Yes! Give me this item! I’ll just sell it and take a percentage.” No. I look into the details: I go online and do my research into everything whether it’s beads or clasps or buttons.
In terms of our approach to social media, we haven’t paid a single influencer. They are all friends of the company and we like to call them that. As for the in-house team, we just post on our stories and whoever knows us and wants us knows where to find us. We also have a WhatsApp group where we unveil everything new to our clients.
HBA: Can you tell me a bit about your clientele?
HH: We have a lot of Gen Z-ers who walk in and it’s obvious that they are always looking for very Y2K-esque items. So, the store is a mixture of everything. I always tell people: “If you’re going to come, wear your most comfortable shoes, put your hair up and dig!” because I’ve mixed everything from Y2K to vintage to upcycling. I don’t want people to categorise fashion and go to “this section or that section” because fashion is everything. It’s mixed up. That’s my strategy.
HBA: How do you find that balance of catering to both celebrities and your average shopper?
HH: Celebrities are no different to my clients. If a celebrity comes in and she’s looking for something specific, then I will help her. Even though I’m the owner, I’m always on the floor because I still haven’t found the right person who will treat both the client and celebrity in the same way. Once I do that, then I’m happy.
But, I love when a client walks in because it’s a villa. Since it’s open from 13:00-21:00, it’s not always busy so I get to do my own work, then, when I hear the bell ring, I’m there. I love seeing them, talking to them and connecting with them. I’ve really made a lot of friends from just getting to know them in the store. As for celebrities, in my eyes, they’re just clients and friends of the brand. There really is no difference.
HBA: What are this season’s most coveted or sought-after items?
HH: Parachute pants! Bella Hadid is killing me slowly, because she’s just such an inspiration for so many Gen Zers. I try to get them, but they sell so fast. There are also the windbreaker pants that Bella Hadid wears as well as corsets, oversized jackets for the fall, boots with kitten heels, and crochet — but the latter dropped out of style quickly because it’s one of the hardest things to do in terms of its handwork and is very expensive.
HBA: What does the process of somebody wanting to sell their piece at Les Spot look like? Can anyone sell with you?
HH: It depends on what the piece is and what the condition of the piece is. I started this only recently with some Supreme pieces and other hypebeast-related ones; but I try my best to stick with my sourcing because I want this place to be curated.
If I do accept someone’s piece, I’ll take a percentage that will benefit them more than it benefits me because I want to build connections with people. Plus, if they don’t want it in their cupboard, this house can fit up to a million clothes!
Now, I’m more open to people saying, “I have this and this and this,” but I make sure they follow the hygiene guidelines as well as other rules and regulations because, at the end of the day, it’s important for my reputation. I spent almost two months in LA trying to learn how the vintage scene works, then went back to London and then went to Italy to learn even more.
HBA: Tell me a bit more about choosing this villa as the home for Les Spot?
HH: I want people to see the progress. We’ve been here for about two months, so when we first moved in, nothing was like this. This is one of the oldest houses in Dubai and I had to change so much but I love it.
It was a mixture of deliberation and luck. How do those two work together? Well, as one of the oldest houses in Dubai, it matches what’s going on inside: this idea of vintage and repurposing clothes.
HBA: What has surprised you the most throughout your journey?
HH: How many people are actually interested in vintage! Their mindset has shifted from “Oh, was it worn by someone before me?” to simply not caring because they have seen and understand our standards.
HBA: What is your long-term vision for the brand? Do you plan on sticking to vintage and thrift items?
HH: I’m looking to expand, Inshallah. I do have some plans so let’s just cross our fingers. I did a pop-up in Abu Dhabi during Ramadan and it was very successful, Alhamdullilah.
In terms of what we sell, we’re not strictly a vintage and thrift store outlet. We also specialise in lifestyle products such as home décor, beauty and fragrance. During quarantine, my friends and I were making beauty products using organic ingredients straight from the kitchen. I started selling them and they did super well!
So no, it’s not just fashion and upcycling. we have in-house produced pieces. And, on a price-range spectrum, we have items both very expensive and those at the lower end too.
For more information on Les Spot, visit @lesspot.ae on Instagram or pop into their shop in Al Wasl, open every day except Monday from 13:00-21:00