Some of the most beautiful things are born from the simplest of desires. For Sarah Diab, it was a mother’s wish to find clothing for her daughters that was truly special, refined, comfortable, and timeless in a way that most children’s fashion simply isn’t. When she couldn’t find it, she created it. And so Papier Mâché was born, a Beirut-based children’s label that has quietly become one of the most recognisable and beloved names in kids’ fashion for ages four to fourteen.
Sarah Diab
The world of Papier Mâché is instantly recognisable. Soft neutral tones, delicate palettes, and a refined minimal aesthetic that feels as elegant as it does warm. Deeply inspired by French style and old-world beauty, every collection is designed to celebrate childhood in its most genuine form, allowing children to be playful, free, and fully themselves, without ever compromising on how they look or feel. Comfort and beauty are not a compromise here. They are the foundation.
What makes Sarah’s journey particularly compelling is how personal it has remained throughout. Her daughters are still her greatest source of inspiration, the heart of every collection and the reason it all began. From the choice of fabrics to the silhouettes, from the branding to the smallest finishing detail, every decision is made with intention and with love. With an exciting expansion into linens on the horizon, the world of Papier Mâché is growing, and it is doing so entirely on its own terms. We sat down with Sarah to talk about the dream behind the brand, the lessons learned along the way, and what it means to build something that families truly connect with.
What inspired you to create Papier Mâché, and how did the idea first come to life?
Papier Mâché was inspired by my two daughters. I wanted to create pieces that reflected the kind of clothing I always wished I could find for them, something beautiful, comfortable, and timeless. The idea came to life from a very personal place, through a desire to design clothes that celebrate childhood while still feeling refined and special.
The brand has such a recognisable identity and aesthetic. How would you describe the world of Papier Mâché in your own words?
The world of Papier Mâché is deeply inspired by French elegance, timeless beauty, and effortless comfort. The branding plays a big role in reflecting that identity — from the soft, neutral tones and delicate colour palette to the refined, minimal aesthetic that carries through every collection. The branding truly mirrors the pieces themselves: feminine, sophisticated, playful, and timeless. Every detail is designed to create a dreamy and recognisable universe that feels elegant yet warm and natural.
Why did you choose to focus on children’s fashion, specifically for ages 4 to 14?
That age range is such a beautiful stage in a child’s life. Children are developing their own personalities and styles, and I wanted to create pieces that grow with them while still letting them stay playful and free. It is also an age where comfort matters just as much as style, so it felt like the perfect balance for the brand.
As a founder and creative mind behind the brand, where do you usually find inspiration for your collections?
My biggest inspiration comes from my daughters, from everyday life, and from the little details around me. I am also deeply inspired by French style, old-world elegance, soft textures, and timeless silhouettes. Sometimes inspiration comes from a fabric, a feeling, a place, or even a childhood memory.
Papier Mâché pieces are both playful and comfortable. How important is functionality when designing for children?
Functionality is essential. Children need to move, play, and feel free in what they wear, so comfort is always a priority. I believe the best children’s fashion is the kind that feels good, looks beautiful, and allows them to be themselves without restriction
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Building a fashion brand comes with challenges. What has been one of the biggest lessons you’ve learned throughout this journey?
One of the biggest lessons I have learned is patience. Building a brand takes time, consistency, and a lot of dedication. I have also learned the importance of staying true to your vision, even when things are not always easy, because authenticity is what truly gives a brand its identity.
Social media has played a big role in connecting brands with their audience. How has Instagram helped shape the Papier Mâché community?
Instagram has been a wonderful way to connect directly with our audience and share the world of Papier Mâché in a personal way. It has helped us build a community of people who appreciate the brand’s aesthetic and values, and it allows us to tell our story visually and authentically.
What do you think makes Papier Mâché stand out in today’s children’s fashion industry?
I think what makes Papier Mâché stand out is our distinct identity. The brand combines French-inspired elegance with timeless design and comfort, giving it a highly recognisable style. Every piece is created with intention, softness, and a refined feeling that makes the brand unique.
Looking back at your journey so far, is there a moment or milestone that made you especially proud?
There have been many special moments, but I feel especially proud whenever I see how much the brand resonates with people. Seeing Papier Mâché grow and knowing that families connect with the pieces and the vision behind them has been incredibly rewarding. Of course, my daughters remain the heart of that journey and the reason it all began.
What can we expect next from Sarah Diab and Papier Mâché? Any exciting projects or future plans you can share with us?
There is so much more to come. I am always thinking about ways to evolve the brand while staying true to its essence. We are excited to continue creating beautiful collections and exploring new ideas that reflect the timeless elegance, comfort, and charm for which Paper Mâché is known. One of our next projects might also include linens, which we are very excited about and that feel like a natural extension of the Paper Mâchéworld.
