DUBAI: Earlier this week, celebrities descended on YouTube & LOVE magazine’s London Fashion Week party, including the likes of Gigi and Bella Hadid, Kendall Jenner and Rita Ora — who chose to sport a Lebanese minidress on the occasion.
Models and pop stars partied the night away at London’s The Standard Hotel on Monday night and Ora dazzled in a Pied-de-Coq patterned outfit from Lebanese designer Rami Kadi’s Fall/Winter 2019 collection, dubbed “Ometeo.”
The semi-sheer shirt dress featured pale yellow and ice blue patternwork and Ora paired the outfit with a wide brimmed hat and knee-high black boots.
The outfit was styled by Rob Zangardi and Mariel Haenn.
Young Lebanese designer Kadi has become known for his cutting-edge style and often uses unexpected materials in his work — his latest collection features plexi glass in neon shades. The talent is becoming more and more popular with international celebrities and has already dressed the likes of pop legend Jennifer Lopez and Portuguese model Sara Sampaio, with Ora becoming the latest in a long list of leading ladies to turn to Kadi for sartorial advice.
Besides her fashion choices, Ora has shown love for the Middle East in other ways — including filming her latest music video in Dubai.
The singer unveiled the video for her single “New Look” in July and Dubai residents were quick to spot their stomping grounds in the clip.
One of the neighborhoods to feature in the music video was Meydan — home to Dubai’s premiere racecourse, as well as a clutch of popular party spots.
Ora also performed at The Assembly - the Global Teacher Prize Concert in Dubai in March and at Base, the open-air club in the artsy Dubai Design District, last year.
In 2018, the award-winning singer found time for a quick Instagram-friendly workout in the gym of her Bahrain hotel before going on to wow crowds at the island’s annual Spring of Culture Festival.
The 27-year-old rose to fame in 2012 when she featured on DJ Fresh’s UK Number One “Hot Right Now.” Her self-titled debut album, released in August that year, also went to Number One and featured hits including “How We Do (Party),” “R.I.P.” and “Shine Ya Light.”
Celebrity-loved brand By Far finds success in region amid pandemic
Bulgaria-based accessories label By Far has managed to remain unscathed from the ongoing pandemic
The accessories label has seen a surge in sales in the Middle East amid the health crisis
Updated 13 July 2020
DUBAI: To say that the fashion industry has been negatively impacted by the coronavirus disease would be an understatement. But one brand that has managed to remain unscathed from the ongoing pandemic is Bulgaria-based accessories label By Far.
The A-list beloved brand, founded by twin sisters Sabina Gyosheva and Valentina Bezuhanova, alongside their best friend Denitsa Bumbarova in 2016, notes that it has actually seen a dramatic increase in sales in the Middle East during the crisis, exceeding pre-pandemic figures — in spite of all of the regulations put in place to slow the spread of the disease.
“Middle Eastern countries took harsh measures to control the outbreak, but it didn’t seem to weaken discretionary spending,” said the brand to Arab News, citing a massive rise in sales during April and May — the peak of the pandemic.
The brand credits the Muslim holidays of Ramadan and Eid for contributing to sales, revealing that the label’s “Tanya” shoes, as well as its “Mini” and “Miranda” bags, proved to be the best-sellers among their Arab clientele.
According to By Far, they witnessed a 400 percent increase in sales coming from the UAE and a whopping 800 percent increase in sales in Saudi Arabia and Qatar. The figures are impressive, considering that retail sales plummeted worldwide, leading to closures of many fashion brands who failed to meet their targets.
The reason for the success, its founders believe, is that the brand has never relied on physical spaces. Buying activity has largely moved online due to retail spaces closing, and By Far has always been a digital brand with a massive online community.
The globally-recognized brand is sold in influential retailers like Ounass, Net-a-Porter, MyTheresa and Moda Operandi in addition to its own e-commerce platform. Additionally, its Instagram account boasts a following of 371,000 users.
“In times like these, when we needed to support each other and stay connected more than ever, we really relied on our digital skills,”By Far told Arab News. “The situation definitely gave us a new perspective and we had the time to re-evaluate and re-structure some of our processes so that we can improve for the future.”
By Far even showcased its most recent Cruise 2020/2021 collection of shoes and bags via a virtual showroom. “We strongly believe that digital is a huge part of the future of fashion, and it is something that we will surely continue to develop,” the brand revealed.
At a time when sustainability and financial restraints are at the forefront of people’s minds, it also helps that By Far is extremely affordable and sustainable as far as luxury fashion goes. Every pair of shoes is priced between $200 and $600, and is created out of dead-stock fabrics (which helps keep the prices low) gathered from Italian factories.
“Sustainability has always been one of our top priorities in By Far. It has never been a question of whether we should do it or not. We have always tried to integrate sustainable practices as much as possible,” it said.
The new collection includes playful pieces with colors custom-made in Tuscany. “We really had a very precise idea of what we want —cool lagoon blues, pomodoro red, grass green in combination with latte, khaki and matcha green hues to evoke calmness and a lightness of touch,” they explained. “We wanted to bring the collective spirit of optimism, joy and liberation with a euphoric palette.”
Chances are, you’ve already seen the chic new pieces on your favorite blogger or celebrity on Instagram. The brand’s designs have been sported by everyone from model Gigi Hadid to superstar Beyonce. As for who they would love to see wearing their creations next? “It would be a dream to see Queen Rania (of Jordan) in By Far,” said the trio.
Perhaps she is one of the “fabulous Arab women” who inspired the brand’s forthcoming new collection, which is being specifically designed for this region.