Story by Editor-at-Large CAROLINA OGLIARO
Hannah Attalah is not interested in the quiet or the polite. With Oceanus, she has orchestrated a shimmering rebellion against understatement, one that marries the decadence of Studio 54’s sequined nights with the discipline of couture ateliers. Her vision is not surface sparkle but a redefinition of what glamour means in contemporary fashion: fearless, tactile, intelligent.
Launched in London in 2018, Oceanus began with the radical proposition that swimwear could carry the charge of eveningwear. What followed was a new lexicon of embellishment: Swarovski crystal constellations on body-sculpting silhouettes, embroidery that feels less like decoration and more like storytelling, and palettes that refuse to fade into the background. Each piece is handmade in small quantities, aligning exuberance with sustainability, proving that maximalism and responsibility are not contradictions but collaborators.
Attalah herself is fluent in both fantasy and pragmatism. Trained within the machinery of established houses like Donna Karan and Jenny Packham, she understood the discipline of structure before breaking it apart. That duality —craft and chaos, business and spectacle —runs through Oceanus. It is why the brand resonates with women who see clothing not as cover, but as a declaration.
Today, Oceanus has moved beyond swimwear into a broader world: prêt-à-porter, bridal, accessories, lifestyle. With boutiques in London, Bali, and New York’s Nolita, Attalah has engineered an atmosphere. To wear Oceanus is to step into character, into a cinematic frame where glamour is power and excess is elegance.
Hannah Attalah refuses to blend in. Oceanus is her statement. We spoke with her about the spark, the process, and the women who inspire her.
Hannah, take us back to the beginning. What was the spark that ignited the birth of OCEANUS?
The spark came from a desire to disrupt the sea of minimalism in fashion with something unapologetically maximal. I wanted to build a brand that celebrated women, bold, glamorous, sensual, and fused that energy with meticulous craftsmanship. OCEANUS was born from my love of old Hollywood glamour and a frustration with the lack of daring, embellished design.
Entrepreneurship in fashion can be beautifully chaotic. What were the biggest challenges you faced when launching the brand, and how did you navigate them?
Where do I begin? Everything is a challenge at the start, from finding the right manufacturers who understand your vision to being taken seriously when you’re doing something unconventional. Staying grounded in my vision and being obsessive about quality were how I pushed through.
OCEANUS has such a strong identity. Bold, confident, unapologetically glamorous. How did you shape that visual language from idea to aesthetic?
It really came from instinct. I’ve always loved the unapologetic glamour of the ’70s and ’80s, iconic women who weren’t afraid to take up space. The aesthetic evolved naturally: high-octane embellishment, hyper-feminine silhouettes, and a cinematic energy that runs through everything we do. I design with a woman in mind who dresses for herself and doesn’t dilute her shine.
What role does craftsmanship play in your brand’s ethos, and how do you merge high-impact design with precision detail?
Craftsmanship is everything. Every piece is handmade in small quantities, and we work closely with artisans who understand our eye for detail. It’s a slower process, but that’s the beauty of it. Glamour should feel intentional, not mass-produced.
Many emerging designers struggle to stand out. What do you think sets OCEANUS apart in today’s crowded fashion landscape?
We own our space. There’s no fear in being maximal. The embroidery, the crystals, the silhouettes. It’s a full fantasy. In a world of beige and basics, OCEANUS dares to be extra. And beyond that, we’ve created a brand with real soul. It’s not just product. It’s a mood, a character, a feeling.
Can you walk us through the creative process of building a collection, from concept to final piece?
It always starts with a muse or a cinematic reference, a mood or an attitude. Then I build out the world: colour palettes, textures, silhouettes. The embellishments come next. Each piece is hand-embellished, so we sketch those details carefully. Prototypes follow, and we iterate until it’s perfect. It’s a long, loving process, and nothing gets rushed.
The embellishments and hand embroidery are signature elements in your pieces. What inspired you to champion craftsmanship in such a bold way?
There’s something magical about a piece that’s touched by human hands. The embroidery is what makes each design feel like a treasure. It turns clothing into art. I grew up fascinated by couture and vintage fashion, where every stitch told a story. I wanted to bring that level of care into modern ready-to-wear.
What’s one piece from your latest collection that feels especially personal to you, and why?
The Tiffany dress! It’s everything OCEANUS stands for: feminine, daring, glamorous. It’s a brand new shape for us, and everyone loves it.
OCEANUS often celebrates femininity with a touch of vintage glamour. What era or icons do you find yourself constantly inspired by?
Always the late ’70s into early ’80s. Studio 54, Bianca Jagger, Jerry Hall, Grace Jones. That was an era where women weren’t afraid to be extravagant. I also adore old Hollywood—Elizabeth Taylor, Sophia Loren. Women who were powerful and glamorous in equal measure.
As a founder and creative director, how do you balance the business side with the artistic side of your role?
Honestly, it’s a dance. I protect my creative energy fiercely, but I’ve had to become business-savvy too. It’s about knowing when to zoom out and when to get your hands dirty.
What’s one myth about fashion entrepreneurship that you wish more people would stop believing?
That it’s all champagne and photoshoots. It’s mostly spreadsheets, late nights, and obsessing over fabrications. But if you love what you do, the grind becomes part of the beauty. You have to fall in love with the process, not just the image.
OCEANUS has found fans among celebrities and stylists. What was your “pinch me” moment so far?
Honestly, there are so many. But actually seeing our pieces on our customers! They embody the spirit of the brand so effortlessly. Those are the moments where you take a breath and realize your vision is resonating beyond your wildest dreams.
How do you see the OCEANUS woman evolving in the next few years? And how do you want the brand to grow with her?
She’s becoming more global, more fearless. I see her embracing fashion as self-expression, not just occasion wear. We’re evolving with her, experimenting with new categories while keeping that OCEANUS DNA strong. More day-to-night, more statement pieces.
Can you share any exciting upcoming projects, capsule collections, or collaborations on the horizon?
We have actually just collaborated with Zandra Rhodes, who is a real British Fashion Icon!
Lastly, for young creatives dreaming of building their own label, what is the one piece of advice you would give them from your heart?
Be obsessed with your own vision. Protect it. Don’t chase trends. Build something timeless. And understand that growth takes time. If your heart’s in it, and your standards are high, the right people will find you. Just keep showing up.
Every piece from Oceanus is a story in motion, where meticulous craftsmanship meets audacious glamour, and every detail is considered with intent. Hannah Attalah with Oceanus is at the helm of a movement where she’s made a space where women can move, shine, and be seen without compromise. From hand-embroidered crystals to sculptural silhouettes, each design carries a narrative, a sense of theater, a pulse of individuality. As Oceanus continues to evolve, pushing boundaries of maximalism and redefining what modern femininity can be, it teaches to women to embrace audacity, and to carry glamour like a second skin.
