How Hannah Attalah Turned Oceanus into a Lifestyle Empire
A behind-the-scenes look at how one founder made maximalism a business plan.
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In a world of beige basics and “quiet luxury,” Hannah Attalah dared to go loud. And sparkly. And swimwear-first. The founder of Oceanus, the cult-loved fashion and lifestyle brand, didn’t just design a collection, she designed a feeling: confident, unapologetic glamour that channels old-school screen sirens through a GenZ filter.
Launched in 2018 and handmade in London, Oceanus began as a resort wear label defined by jewel-tone colors, hand-embroidered crystals, and retro silhouettes. But Hannah had no intention of staying in one lane. Today, Oceanus is as much a visual lifestyle brand as it is a fashion label, spanning dresses, ready-to-wear, bridal, even curated guides to places like Bali. It’s stocked in Selfridges, worn by A-listers, and backed by major investors (yes, Forbes 30 Under 30major).
Before launching her own brand, Hannah built her career designing for household names like River Island, Topshop, Jenny Packham, Donna Karen, she had her own embroidery agent, and Marks & Spencer. But she always had her eye on a very specific white space: maximalist fashion that empowered women and owned the room.
So how do you take sequins and turn them into a scalable business? Below, we break down exactly how Hannah Attalah built, branded, and grew Oceanus. Spoiler Alert: it was without ever playing it safe.
Meet Hannah Attalah
Founder and Creative Director of Oceanus.
1. She Didn’t Just Start a Brand, She Created a Character
Oceanus isn’t just a label, it’s a persona. Each collection tells a story, often with a central female muse in mind. Inspired by 1980s icons, old-Hollywood glamour, and even her Arab heritage, Hannah creates pieces that feel like wardrobe extensions of bold, confident women living cinematic lives. That narrative-first approach made Oceanus instantly more than fashion, it became a visual identity consumers could live inside.
2. She Knew Her Lane, and Made It Unmissable
While most emerging brands played it safe with muted tones and seasonless silhouettes, Hannah doubled down on maximalism. Think: custom prints, eco-friendly Italian lycra, and crystals for days. Her bet paid off, Oceanus stood out in every showroom and scroll, which helped it land wholesale partnerships with luxury retailers and catch the eyes of celebrity stylists.
3. She Turned Influencers Into Ambassadors (and Besties)
Hannah leveraged her connections and visual branding to get Oceanus on names like Maya Jama, Megan Fox, and Gabrielle Union. But instead of transactional influencer gifting, her approach was relationship-first. She made the Oceanus girl feel part of something. Cue loyal celeb fans, viral moments, and features in Vogue, Elle, and Harper’s Bazaar.
4. She Used Her Design Background to Future-Proof the Brand
After graduating from Brighton University and working for high-street giants, Hannah had a rare combination of technical design expertise and commercial instinct. She understood everything from margin control to trend forecasting. That experience shaped Oceanus into a brand with both creative freedom and retail viability, a combo that most fashion founders either learn the hard way or pay consultants to handle.
5. She Scaled Softly, Then Went Global
Oceanus grew through a mix of direct-to-consumer sales, exclusive collaborations, and targeted wholesale partnerships. But Hannah didn’t rush. She scaled sustainably, investing in small-batch production, hiring locally in London, and keeping quality central. By 2023, she’d raised funding, expanded into new categories (bridal, accessories, event wear), and built a global customer base, with editorial features and retail stockists to match.
6. She Extended the Brand Into a Lifestyle That Sells Itself
Hannah doesn’t just sell product, she sells a lifestyle. Her “Insider Guide to Bali” isn’t just a fun blog post; it’s a brand-aligned, shoppable fantasy. From tropical getaways to glam bridal shoots, Oceanus is now a world people want to live in. That lifestyle positioning has unlocked new verticals, elevated the customer experience, and attracted high-end collaborators and investors alike.
Maximalism, But Make It Methodical
Oceanus is proof that you don’t have to water down your aesthetic to scale. Hannah Attalah didn’t tone it down, she crystallized it (literally), gave it a POV, and delivered it with strategic precision.
Her journey shows what happens when fashion founders trust their gut and their spreadsheets. So if you’re dreaming up a brand that doesn’t look like everything else, take notes: mood boards are great, but business plans are better.
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