London’s “NOT JUST A LABEL” partner Dubai’s new design & fashion sector
For last week’s Dubai Design District showcase the organizers opted for an ambitious partnership with global fashion curator NOT JUST A LABEL. In what was a cleverly executed event, NJAL’s authoritative voice on fashion transcended continents and echoed across the peninsular.
NJAL pavilion’s spacious square meters allowed visitors’ gowns to slope around Mies van der Rohe’s furniture with a sense of royalty. The wide-open mega-space offered a shopping experience complete with fresh architecture, and displayed the curated collections with an eye for retail identity. NJAL’s house main course, Discovering and Supporting Pioneers in Contemporary Fashion, amused visitors by telling them the stories behind each collection topped with film screenings and workshops. NJAL performed the role of merchant-tellers perfectly, propagating a kind of luxury that requires the story to be exquisitely told to what was a receptive Emirati audience.
Evaluating official global fashion calendars it seems Dubai is slowly infiltrating the packed schedules. Its positioning after the Paris maelstrom comes at a time when press-buyers are ready for more – a fashion roller coaster we might all start including the Arab world (combined with sand and carotene) into our yearly working itineraries!