lifestyle and culture

This week, we speak to Hannah Thompson, Founder of RUNE, a mid to plus size clothing label prioritizing quality and comfort over fashion trends.
Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.

As someone who’s always had a challenge finding the right clothing for her curvy body type, Hannah started RUNE as a form of self expression, determined to bring a change in the industry.
To delve, into her journey further, Emirates Woman sat down with to see how her journey began.
What was your favourite subject at school?
English and art, I was really creative and that carried me through school. I really didn’t enjoy maths and weirdly I feel like it’s the thing I probably use the most these days!
What was your first job?
I worked at the local newsagent as a newspaper delivery girl. It meant early mornings and a lot of walking, but I was so focused on earning money that I stuck with it. It taught me that not everything you do has to be enjoyable…but if it gets you closer to something you want, it’s worth it…
What brought you to Dubai?
I have visited Dubai a number of times in the past, mostly for work, and feel like the buzz around the business side of the place is unmatched. There feels like there’s real potential from a business perspective and really that is why we are looking to branch into the Middle East.
What inspired you to enter the fashion space and launch Rune?
I’ve lived in a bigger body my whole life and have always felt let down by the fashion industry when it comes to sizing for plus-size and midsize people. For 20 years, I wished I could buy high-quality, well-designed clothes on the high street or in designer stores… but they just didn’t exist. I used to spend a fortune having clothes made, so I decided to create a brand that offers exactly that: thoughtful design and high-quality pieces for bodies like mine.
Talk us through the concept?
RUNE is a mid/plus size-only brand, built and designed by someone who has always lived in a curvy, midsize body. We sample all of our garments on a size 16, which means that when we scale up to a size 28, the pieces still fit properly. Unlike much of the fashion industry – which often just adds extra centimetres everywhere – our approach ensures that the fit remains intentional and flattering at every size.
What are the key elements of your role?
Where to start! I tend to wear a number of hats within the business but generally I am the person that works closely with design and production, working with our designers on creating the best style of clothes for our audience.
Talk us through your daily routine.
Right now, as a founder in the early stages of growing a brand, most of my day is spent at my laptop, there’s a lot to do and not many of us doing it. I’m usually up around 6am and try to get through as much as I can while the inbox is still quiet. I do make sure to carve out time each day for a walk, just to get outside, clear my head, and reset. It’s become a really important part of protecting my mental health and staying focused.
What advice do you have for anyone looking to follow the same footsteps?
Prepare to fail — especially if you’re entering an industry where you don’t have a wealth of experience. And when I say “fail,” I mean the small things that feel huge when you’re building a new business. I’ve found that those small failures here and there are part of the process.
Tell us more about Rune and its pieces?
RUNE began with a resort wear line, inspired by my own wish to find high-quality linen and summer pieces that actually fit. We focused on creating timeless summer staples in neutral tones, with a strong emphasis on fit. From there, we developed pieces from our existing collection in different colourways and styles as they were very popular with our customer.
What is the best piece of advice you have ever received?
Speak to your customer and trust them. They are your best place to get feedback and it’s FREE. Use it.
And what is the worst?
Hmm, I have taken some risky advice in the past when it has come to cash flow and I wish I had considered it a little more and explored bringing on the right strategic partner earlier on. Having support, financial or otherwise, can be game-changing, and it’s something I’d encourage other founders to consider sooner rather than later.
What’s the biggest challenge you have had to overcome?
Honestly, the biggest challenge has been cash flow and financing. Running a fashion business is hard, and footing the bill for future productions and almost taking a risk and assuming what people will want in the next season is like playing a dangerous game. Rune is totally financed by myself personally, so it’s tricky but we have been very lucky in how things have run so far, but it feels like the biggest challenge currently.
What’s the future of the brand?
International offering. At the moment, we are London based and ship to the EU and only occasionally work internationally. My dream is for RUNE to be worn by people all over the world as I feel there is such a market for high quality, plus size clothes that look great.
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