Episode 39 

Tessa is joined by Francois Pouria Latscha for a conversation recorded in Dubai, where they discuss his route from luxury hospitality and global brand marketing into founding his own fashion brand, Dubai Beach Boy. Francois reflects on his background in branding and marketing for international hotel groups and how that experience shaped his understanding of storytelling, positioning and customer-focused thinking. 

They talk through what it really takes to build a brand people want to buy from, why identifying a clear gap in the market matters, and how authenticity and personal branding play a role when you are the face of your own brand. Francois also shares why starting small, listening to customers and feedback, and focusing on simplicity and quality are key to sustainable growth, offering a grounded perspective on building a brand in a competitive global market. 

Francois Pouria Latscha on Brand Building, Storytelling and Creating Products People Want to Buy 

Interview by Tessa Dewing for The Business of Modelling Podcast 

Francois Pouria Latscha is the founder of Dubai Beach Boy, a menswear and swimwear brand built around simplicity, quality and a clear sense of place. With a background in luxury hospitality and global brand marketing, Francois has worked on large-scale international campaigns and brand projects for hotel groups including InterContinental and Belmond, before moving to Dubai and launching his own fashion brand from the ground up. 

His experience spans strategy, storytelling and commercial execution, giving him a practical understanding of how brands are built, how products succeed or fail, and why customer alignment matters more than trends or aesthetics alone. 

“You can have the best product in the world,” he explains, “but if you can’t brand it well and market it well, no one is ever going to know.” 

Early Life, Education and an Interest in Branding 

Born and raised in Paris, Francois grew up in a household where art, culture and travel were part of everyday life. His parents’ interest in creativity and exposure to different countries shaped the way he thinks about brands, experiences and storytelling from an early age. 

He studied law, politics and international relations, including time at Sciences Po, before moving into marketing roles that combined structure with creativity. Although fashion was not his original goal, Francois was consistently drawn to brands and the stories they tell. 

“I’ve always loved looking at brands and thinking about the story behind them,” he says. “What they represent, what experience they’re selling.” 

Building a Career in Luxury Hospitality 

Francois began his professional career at InterContinental Hotels, initially working in marketing roles across France and Southern Europe before moving to the UK to join the global head office. There, he worked on tactical marketing campaigns designed to drive revenue across dozens of hotel properties. 

This role required a deep understanding of brand positioning, customer behaviour and visual communication. Campaigns relied heavily on imagery and video, which meant selecting models and talent that aligned with the brand’s audience and values. 

“You need the right models for the brand,” he explains. “They have to be aligned with the customers who are booking that hotel.” 

He later moved into a global brand manager role at Belmond, where he was involved in redefining brand identity following the transition from Orient Express Hotels. This work went beyond marketing campaigns, focusing on guest experience, tone of voice and how a brand feels at every touchpoint. 

“When you rebrand, you start from scratch,” he says. “You have to redefine the identity, the philosophy, everything.” 

Moving to Dubai and Spotting a Gap in the Market 

After years in London, Francois relocated to Dubai, drawn by the energy of the city and its growing international appeal. Spending more time outdoors and on the beach, he noticed a clear gap in the local menswear market. 

“It wasn’t easy to find beachwear that was good quality, affordable and made locally,” he explains. “There was either very cheap or very expensive, but nothing in between.” 

That observation led to the creation of Dubai Beach Boy. The brand was built around simple, well-made products, designed locally, and tied closely to Dubai’s lifestyle and identity. 

“For men, it’s hard to buy something that represents where you’ve been,” he says. “People want to take a piece of that lifestyle with them.” 

Starting Small and Building Sustainably 

One of the strongest themes Francois returns to is the importance of starting small and listening carefully to feedback. Rather than launching large collections, he tests ideas in limited quantities and adapts based on customer response. 

“I always start with a very small collection,” he explains. “If people don’t buy it, it should be stopped straight away.” 

This approach allows the brand to grow steadily and avoid common mistakes he has seen others make, such as overproducing or ignoring feedback. 

“Customers are always right,” he says. “Even when they’re wrong.” 

Being the Face of the Brand and Personal Branding 

Francois also models for his own brand, something he initially approached pragmatically rather than strategically. Over time, he saw how being visible helped customers connect more directly with the brand. Rather than working exclusively with professional models, Francois often chooses friends or individuals who genuinely like the product and align with the brand’s values. 

This perspective shapes how he views imagery, social media and brand presentation. Authenticity, for him, comes from alignment rather than polish. 

Lessons from Modelling and Visual Presentation 

Although he had not modelled professionally before moving to Dubai, Francois took on modelling work for his own brand and others, learning through experience on set. 

“You learn by watching photographers, seeing what works,” he explains. “Then you apply it.” 

That experience deepened his understanding of how images communicate, and how important it is that visuals reflect the reality of a brand rather than an aspirational version that feels disconnected. 

Advice for Emerging Brands and Creatives 

Throughout the conversation, Francois stresses clarity, patience and realism. Finding a genuine gap in the market, understanding customers, and resisting the urge to rush are recurring themes. 

“Don’t go too fast,” he says. “If you go too fast, you can go wrong very quickly.” 

For Francois, success comes from combining creativity with discipline, listening as much as leading, and building something people genuinely want. 

Looking Ahead 

As Dubai Beach Boy continues to expand into new locations and product lines, Francois remains focused on consistency, quality and staying close to the customer. His journey reflects a broader message about modern brand building: that simplicity, authenticity and commercial awareness matter more than hype. 

In a conversation rooted in experience rather than theory, Francois offers a grounded look at what it really takes to build a brand that lasts, from first idea to product on the shelf.