The Riyadh Fashion Days have become the most exciting fashion event in Riyadh. This should not come as a surprise. The fashion show takes place at the Nujoud Mall in Maison BO-M, the regal concept store in the Saudi capital.
Faris and Layla Al-Shehri, the dynamic couple behind this venture, believe that niche retail is thriving as a reaction against the globalization of shopping. Seasoned fashionistas are taking their distance with mega brands such as Zara and H&M found from Finland to China, as well as luxury labels like Dior, Chanel, Gucci, to name but a few.
It has been acknowledged that Carla Sozzani, a Milanese gallery owner, established the first concept store in 1990, Corso Como 10. Subsequently, it was the Parisian boutique Colette that refined and popularized the concept seven years later. In fact, the idea of a concept store was pioneered as much in Antwerp (Belgium) as in Milan (Italy) in the 1980s, at a time when a group of creative designers known as the Antwerp Six, including Dries van Noten and Ann Demeulemeester, surprised the fashion world with their innovative style.
Walter van Beirendonck, one of the six, showcased clothes with objects, and he still does at his Antwerp store, Walter. This Flemish city has in the last 20 years become a hub for concept stores. However, the owner of the iconic RA, Anna Kushnerova, does not like the idea of a concept store and prefers to call it “a platform select store, a destination shop, the RA initiative”.
Faris & Layla both share this eclectic view. The idea behind Maison BO-M was to open a new path for creativity, support and promote local talents, and offer a new platform for art, fashion and design. However, they admit that they keep on changing and adding things to Maison BO-M.
“It’s hard to give you a specific answer of what Maison BO-M is and is not. It evolves with the team and the people we meet and collaborate with. We can say that adding a gallery space was an exciting step for us, since our aim is to promote the creative industry from the region and become a platform for art, fashion and design. We also have a lovely café and a terrace with an authentic decoration inspired by the Provence, South of France.”
The name Maison BO-M refers to the “Bohemian” lifestyle in the 19th century in Paris (Latin Quarter), where young artists were living a free life separate from rigid society and following their passions and fantasy without cultural boundaries.
Maison BO-M offers almost everything you can find in a “maison” (house). The store offers a multi range of items on three floors, from luxury goods to contemporary fashion and accessories as well as design objects, home ware, apothecary, perfumes, books, gift items and more. It is a store where girlfriends get together to play with fashion and share their opinions with each other. Customers can hang around freely and have a coffee in a mug they can buy, sitting comfortably in a sofa also for sale. Everything you see in BO-M is for sale!
Soon, Maison BO-M will open its restaurant with a menu featuring homemade tasty food. The fact that you can have an appetizer and a drink while you are shopping and catching up with people is convenient and cool.
“There is definitely a penchant for fashion in Saudi Arabia and in the GCC that inspires people to create and design their own fashion collection, because they might not be satisfied with the international fashion and because of the lifestyle and climate,” explains Layla Al-Shehri. “At the gallery, when we host fashion events, we welcome local designers that make ready-to-wear clothes, evening wear, fashion accessories, and abayas.”
In February, Maison BO-M will host backstage and bags and shades events created by Tashkeil in Jeddah. The third edition of SS13 Riyadh Fashion Days will take place from April 14 to 18. “In May,” adds Layla, “Maison BO-M will launch the Jeddah Fashion Days with its strategic alliance with Tashkeil.”
Maison BO-M offers a fine selection of international, mainly up-and-coming designers that offer beautiful quality and style. There are also fashion accessories including some experimental pieces.
“These are statement pieces, and it’s also great to find a fantastic piece nobody has. Quality products without overt branding are the essence of exclusivity. An unknown but quality product accentuates personality,” says Layla Al-Shehri.
Maison BO-M strives hard to find labels that combine distinctive yet not instantly identifiable design with excellent quality and competitive prices. However, ultimately, Faris and Layla Al-Shehri just want their customers to “have fun while shopping”. Welcome at Maison BO-M, to a new way to shop. Call it relaxed retail or an exclusive pop-up shop with a homely feel.
For more information: [email protected] and www.maisonbo-m.com.
Email: [email protected]
