In the heart of the UAE’s ever-evolving fashion industry, one name shines brightly Irina Adam, a Romanian entrepreneur and creative powerhouse who has turned her bold vision into a thriving reality. As the Founder and CEO of What Am I Gonna Wear Today? (WAIGWT?) and Co-founder of LUNA UAE, Irina represents the perfect blend of innovation, style, and determination.
Her journey from Romania to the luxury-driven streets of Dubai is not just about building brands it’s a story of resilience, courage, and a relentless drive to make an impact in a highly competitive space.
From Romania to Dubai: A Journey Fueled by Passion
Irina Adam’s story begins in Romania, a country known for its deep cultural roots and artistic heritage. Growing up with a strong sense of creativity, she always envisioned herself in a space where art meets business. Dubai, with its diverse opportunities and global exposure, became the perfect place for her ambitions to take shape.
When Irina moved to the UAE, she faced the challenges every dreamer encounters cultural adaptation, business competitiveness, and market unpredictability. Yet she saw potential where others saw obstacles. Dubai became a platform where her ideas could flourish on a global scale.
Her decision to launch WAIGWT? (What Am I Gonna Wear Today?) came from a simple question with profound meaning — how can fashion empower individuals to express themselves authentically every single day?
The Birth of WAIGWT?: A Brand That Speaks Confidence
Under Irina’s leadership, WAIGWT? has become more than a fashion label it has evolved into a movement celebrating individuality and confidence. The brand quickly stood out in the UAE’s competitive fashion scene with its modern aesthetics, premium fabrics, refined packaging, and global appeal.
WAIGWT? offers exclusive pieces crafted for women who value creativity, comfort, and personal expression. Whether it’s chic daywear or elegant evening styles, the brand reflects Irina’s belief that fashion should uplift, inspire, and remind every woman of her own power.
Her philosophy behind WAIGWT? is simple yet powerful:
“Fashion should empower, not intimidate.”
This ethos is reflected in every collection and customer experience.
Co-Founding LUNA UAE: A Celebration of Meaningful Beauty
Never one to slow down, Irina expanded her vision with LUNA UAE, a brand she co-founded to bring meaningful, elegant lifestyle pieces to the region. Luna is built on the belief that energy carries intention, and that jewelry can be both aesthetically refined and spiritually supportive.
Each collection is thoughtfully curated with pearls, crystals, and zodiac-inspired elements, crafted to reflect themes such as love, protection, abundance, and clarity. Together with her partner, Irina shapes Luna with a shared vision: creating pieces that feel personal, empowering, and beautifully symbolic.
LUNA UAE stands for intentional beauty jewelry that doesn’t just complement an outfit, but elevates the inner world of the person wearing it.
A Foundation in the UAE’s Luxury Real-Estate World
Before fully immersing herself in her fashion and lifestyle ventures, Irina gained valuable experience in the UAE’s real-estate sector, working on high-end residential projects and collaborating with some of the region’s most reputable developers including Aldar, Abu Dhabi’s largest and most prestigious developer.
This background gave her a strong understanding of the luxury market, customer behavior, and creative strategy knowledge she now infuses into her brands with confidence and clarity.
A New Creative Chapter: Returning to the Piano
Beyond entrepreneurship, Irina continues to explore deeper layers of her creativity. One of her most meaningful paths is her return to the piano an art she first studied at the age of seven.
What began in childhood as structured musical training remained a quiet part of her soul, waiting for the right moment to re-emerge. Today, Irina has embraced the piano with renewed dedication, approaching it not as a hobby, but as a disciplined artistic pursuit. She is committed to studying it at a refined, professional level viewing music as a form of expression that brings balance, depth, and harmony into her life.
Guided by quiet intention and the gentle pull of what feels true, Irina continues to follow the paths that call to her soul.
Building a Brand in Dubai’s Dynamic Market
Dubai’s fashion industry blends global luxury with local cultural influences, creating one of the most competitive yet inspiring markets in the world. Irina navigated this space with strategic precision, leveraging digital storytelling and a strong social presence through Instagram
Her thoughtful branding, attention to detail, and emotional connection with her audience have allowed both WAIGWT? and LUNA UAE to grow as communities, not just businesses.
Inspiring Women Through Creativity and Leadership
As a female founder in the UAE, Irina stands as an inspiration for women pursuing their dreams. Her journey proves that creativity, determination, and authenticity can break boundaries in any industry.
Through her brands, she continues to empower women not only through style, but through her own example of resilience, vision, and self-belief.
Looking Ahead: Expanding Horizons
For Irina, success is an ever-evolving journey. Her plans include expanding both WAIGWT? and LUNA internationally, exploring new collaborations, and introducing collections that blend European craftsmanship with Middle Eastern elegance.
She envisions contributing to the UAE’s creative economy by supporting and inspiring other entrepreneurs, building brands rooted in purpose, intention, and creativity.
Final Thoughts: A Woman of Many Talents
Irina Adam is more than an entrepreneur she is a visionary who continues to merge creativity with purpose. Her brands reflect her personality: bold, elegant, intuitive, and deeply authentic.
From fashion and jewelry to real estate and music, Irina shows that passion knows no limits and that every chapter in life brings an opportunity to grow, evolve, and inspire. Guided by quiet intention, she remains committed to creating with meaning and living with purpose.
Her story encourages dreamers everywhere to believe that no ambition is too big when fueled by courage, creativity, and heart.
To follow her journey and support her work, connect with her on Irina continues to redefine what it means to succeed in today’s fast-paced fashion industry and creativity.
Do follow her on Instagram.
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