UAE-based designer creates modest fashion at a modest price

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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
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Mosika Zeid showed her Desert Cove designs at Jakarta Modest Fashion Week. (Mosika Zeid)
Updated 21 August 2018
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UAE-based designer creates modest fashion at a modest price

DUBAI: For many modest fashion designers, it was the difficulty of finding stylish, high-street staples that played a role in why they initially set up shop. For Mosika Zeid, it was during her transition to hijab that she had her very own “a-ha” moment.
“[It] was honestly a fashion disaster,” the designer says of her time when she first started to wear a headscarf. “Being someone who was very fashion-conscious, and who loved to keep up with the latest trends and always look their best, I was shocked that I could not find everyday, on-trend modest fashion that had a reasonable price tag.”
Zeid, 33, is founder and CEO of the UAE-based modest fashion brand Desert Cove. It was as a lawyer that the Australian designer of Palestinian descent made her foray into the world of fashion.
“I was exposed to the fashion industry when I first started working as a lawyer over 12 years ago in Sydney and had some of the largest luxury fashion houses as my clients,” Zeid said. “When I came to the UAE, I consulted for some of the largest retailers. Through this I got an even greater insight into the business of fashion, as well as apparel production, sampling, fabrics and the whole process. And I just loved it.”
In July 2016, Desert Cove was born.
“This was a very soft launch,” Zeid said.
“The idea was just to test the market response to the concept.”
Receiving “an amazing response” encouraged Zeid to continue, and now she’s working on her third collection. Most recently, her team headed to Indonesia to show at Jakarta Modest Fashion Week. “It was an amazing experience to connect with our South East Asian customers and to confirm that our sisters in that region are interested in Desert Cove,” she continued.
Another location that’s exciting to the designer at the moment is the Kingdom. “Saudi women have an impeccable sense of fashion and style. They are world class, so their requirements for fashion are also world class,” says Zeid.
“The fashion scene in Saudi Arabia is undergoing huge changes [and] this means that women are looking for day-to-day fashion inspiration, which meets their amazing fashion sense, while still not compromising on their modesty requirements.”
For Zeid, Desert Cove’s unique selling points are two-fold. “Firstly, we are one of the few brands dedicated to providing hijabis modest versions of the hottest mainstream fashion trends. Plus, we have a $50 price promise on our main collection items, and $100 on our exclusive retailer collections.”
Looking ahead, Zeid is now focusing on Desert Cove’s upcoming spring-summer 2019 collection, as well as distribution deals and Dubai Modest Fashion Week at the end of 2018. “We have just launched in House of Fraser in Yas Mall in Abu Dhabi and will be having a launch event in store in early October, which we are very excited about,” she revealed.
Needless to say, Zeid doesn’t have any regrets about setting up. “I am so happy that I did launch Desert Cove, as I really do feel that I am contributing to solving a problem that women are facing, helping them to feel better about themselves and lead their most active and productive lives that they can.”


Michael Kors agrees to buy Versace for €1.83 billion

Updated 25 September 2018
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Michael Kors agrees to buy Versace for €1.83 billion

MILAN: US fashion group Michael Kors has agreed to buy Versace in a deal valuing the revered designer at $2 billion including debt, the companies said on Tuesday, making it the latest Italian brand to fall into foreign hands.
Michael Kors, whose namesake label is best known for its leather handbags, has made no secret of its ambition to grow its portfolio of high-end brands after buying British stiletto-heel maker Jimmy Choo for $1.2 billion last year.
Versace, known for its bold and glamorous designs and its Medusa head logo, was one of a clutch of family-owned Italian brands cited as attractive targets at a time when the luxury industry is riding high on strong demand from China.
“We believe that the strength of the Michael Kors and Jimmy Choo brands, and the acquisition of Versace, position us to deliver multiple years of revenue and earnings growth,” John Idol, chairman and CEO of Michael Kors said.
As part of the deal, Michael Kors agreed to buy all of Versace’s outstanding shares for a total enterprise value of €1.83 billion ($2.2 billion), to be funded in cash, debt and shares in Michael Kors Holding Ltd, which will be renamed Capri Holdings Ltd.
US private equity firm Blackstone, which bought 20 percent of Versace back in 2014, will fully exit its investment.
The Versace family, which currently owns 80 percent of the fashion house via a holding company called Givi, will receive €150 million of the purchase price in Capri shares.
“We believe that being part of this group is essential to Versace’s long-term success. My passion has never been stronger,” said Donatella Versace, sister of the company’s late founder, and artistic director and vice president of the Milan-based group.
After the deal, Versace CEO Jonathan Akeroyd will remain at the helm of the company, while Donatella Versace will “continue to lead the company’s creative vision,” Idol added.
The deal is expected to close in the fourth fiscal quarter, subject to regulatory approvals.
Michael Kors said it plans to grow Versace’s global sales to $2 billion globally, boost its retail footprint to 300 stores from around 200 at present and accelerate its e-commerce strategy. It also plans to raise the share of higher-margin accessories and footwear to 60 percent of sales from 35 percent.
Versace does not disclose its financial details, but documents deposited with the Italian chamber of commerce show that last year it posted sales of €668 million and earnings before interest, tax, depreciation and appreciation of €45 million.