Fashion Royalty: Mouna Ayoub’s Haute Couture Collection Hits the Auction Block

In 1976, the enchanting tale of Mouna Ayoub began when an 18-year-old Lebanese waitress found herself in the bustling city of Paris. Little did she know that her life was about to take a turn toward opulence. Capturing the attention of a Saudi billionaire, she embarked on a journey from rags to riches, marrying into a world of gilded splendor in the desert kingdom.

However, Ayoub’s life, though seemingly glamorous, was far from a fairy tale. Loneliness and discontent plagued her, leading her to seek solace in a unique pastime—collecting haute couture. This passion evolved over the years, culminating in a collection of over 2,700 pieces, solidifying her status as one of the world’s greatest shoppers.

Following her divorce in 1997, Ayoub decided to share her treasures with the world. A remarkable auction, titled “The Golden Years of Karl Lagerfeld for Chanel From the Mona Ayoub Haute Couture Collection,” is set to take place on November 20 in Paris. Organized by Maurice Auction and British fashion auctioneer Kerry Taylor, the event will feature 252 pieces designed by the legendary Karl Lagerfeld for Chanel, spanning the early 1990s to 2014.

The collection encompasses a range of exquisite items, from embroidered lace evening gowns to sequined cocktail suits and classic wool crepe jackets. Accessories such as classic flap bags, belts, jewelry, and shoes are also part of this sartorial extravaganza.

So, why is Ayoub parting ways with these treasures? At 66, she candidly admits, “Well, for one thing, I don’t fit into my clothes anymore.” Seated in a private salon at the Hotel Costes in Paris, Ayoub, adorned in brand-new fall 2023 Chanel, reveals the real reason behind the auction. “I’ve carefully looked after many of these Karl pieces for 30 or 40 years now, and he is no longer with us. So it’s about time they were seen, and that somebody else got a chance to wear and enjoy them.”

Ayoub’s meticulous approach to her collection is evident. Requiring four to six fittings for each outfit, she insists on perfection. If a piece falls short, it is promptly returned. Many couture houses maintain a Mouna mannequin to tailor clothes to her measurements in case she is unavailable for fittings.

A unique aspect of Ayoub’s couture philosophy is her policy of never wearing the same dress twice, with a substantial portion of the auction lots never having graced public events. Preserved in special boxes in a high-security warehouse outside Paris, these couture pieces are shielded from light, dust, humidity, and the archenemy—moths.

Ayoub passionately emphasizes her dedication to couture as an art form. Her collection, born out of a desire to protect the beauty of this world, is a testament to her unwavering commitment. She believes that couture pieces should be recognized as works of art and sees her role as a guardian of this aesthetic realm.

Part of the auction proceeds will support Fondation des Femmes, a French charity aiding women affected by violence and abuse. Ayoub’s altruism aims to prevent the closure of two shelters facing financial challenges.

Now, in the twilight of her couture-collecting era, Ayoub’s greatest passion lies in her eight grandchildren. While she still indulges in couture for specific occasions, her heart is captivated by the creations of designers like Maria Grazia Chiuri, Virginie Viard, Daniel Roseberry, and Kim Jones. One thing remains unchanged—each couture piece is worn only once, a testament to Ayoub’s enduring love for the art of fashion.