Five fashion brands with digital-only collections

Five fashion brands with digital-only collections
Louis Vuitton released a capsule collection last year in collaboration with video game "League of Legends." Supplied
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Updated 05 July 2020

Five fashion brands with digital-only collections

Five fashion brands with digital-only collections
  • Sustainable style via clothes you’ll never actually wear– Is digital fashion the future of the industry?

DUBAI: Digital fashion is increasingly finding a place in the real-world strategy of global brands, and what it lacks in first-wear, feel-good endorphins, it makes up for in saving-the-environment smarts.

What is a digital fashion collection?

Essentially items that will never physically exist. Part creative outlet (dress your Bitmoji avatar in Alexander McQueen), part hypebeast flex (Fortnite’s “skins” are now must-have revenue-drivers) and part opportunity for the fashion world to address its environmental footprint. Crucially, while the industry has struggled to find scalability, digital-only collections represent a clear chance to reduce waste.

 
 
 
 

 
 
 
 
 
 
 
 
 

@burberry by @earlburgos

A post shared by ANIMALCROSSINGFASHIONARCHIVE (@animalcrossingfashionarchive) on

GQ Middle East’s fashion editor, Keanoush Zargham, believes that the concept is long overdue. “It’s vital for fashion brands to adopt a more sustainable way of thinking,” says Zargham. “And it’s great to see how they’re already thinking outside the norms of traditional runway shows, transforming the whole experience into a digital-first concept.”

Why should I consider buying digital fashion?

A cursory glance at your Instagram feed will reveal a host of once-worn “big fit” items that are quickly discarded. Consumers in 2020 buy more and use less, and the wastefulness of fast fashion has reached critical mass. Digital fashion means no items discarded, no material left on the cutting room floor and nothing destined for landfill. The question is, could it ever truly replace the physical element of the industry?

For Dubai-based fashion entrepreneur, Natalia Shustova, the sweet spot could lie somewhere in between worlds. “I don’t really believe in wearing a different item everyday just for social media,” she explains. “I prefer to curate a wardrobe. But the idea of wearing something a little futuristic and impractical to express my creativity – with zero production and waste – then, yes, I would love to try it and purchase digitally.”

While digital fashion collections might remain a work-in-progress, some brands are ahead of the curve.

Louis Vuitton

The Parisian maison dipped a monogrammed toe into the world of digital collections in 2019. Along with a real-world Louis Vuitton x League of Legends capsule collection, people on the multiplayer video game could also purchase Nicolas Ghesquière-designed LV branded skins for around $10. Merging the two worlds, the maison recently included a digital bag for its 2020 Cruise collection.

Carlings

In 2018, this Scandinavian retailer dropped a genderless digital collection of 19 key pieces. Priced $11-33 and ranging from long cloud puffer jackets to metallic track tops, it was a collection made for digital influence. All you had to do was purchase online, upload your image, click for a digital fit and share. It was wildly popular and drop number two is expected soon.

The Fabricant

Inspired by design student Amber Slooten’s all-digital fashion portfolio, Finnish animator Kerry Murphy founded the brand in 2018 and they have since created digital collections for the likes of Tommy Hilfiger, Puma and A Bathing Ape. Although items aren’t always available to the public, it did sell the world’s first digital dress for a staggering $9,500.

Happy99

 
 
 
 

 
 
 
 
 
 
 
 
 
 
 

A post shared b (@happy99.online) on

The brainchild of 3D artist Nathalie Nguyen, this virtual footwear collection is all manga spikes and cyberpunk style. Created more as a creative outlet than as a commercial interest, Nguyen has, so far, resisted requests to create in real time, leaving the brand as an ode to imagination and innovation.

Tommy Hilfiger

The PVH brand aims to fully embrace the digital world by 2021, with a mandate to avoid waste at all costs. While not exactly creating digital collections, Hilfiger will design and make samples digitally, only creating physical clothing for runway shows or when actually sold.

 


Beauty mogul Huda Kattan backs new female wellness brand

Beauty mogul Huda Kattan backs new female wellness brand
Ketish, launched by former Huda Beauty product developer Eman Abbass, is the first brand to be launched by HB Angels. Supplied
Updated 27 July 2021

Beauty mogul Huda Kattan backs new female wellness brand

Beauty mogul Huda Kattan backs new female wellness brand

DUBAI: Iraqi-US beauty mogul Huda Kattan has announced Ketish as the first brand to be launched by Huda Beauty Angels — which falls under HB Investments, Kattan’s venture capital firm. Ketish, a feminine care label, is being spearheaded by Eman Abbass, a former Huda Beauty product developer.

“I’m really excited on a deep level about Huda Beauty Angels and being able to reveal to you guys very soon the first project we are investing in with an amazing founder who has such an amazing mission and purpose and we know they’re going to change the world,” she said in a video shared with her 49 million Instagram followers.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by HUDA KATTAN (@hudabeauty)

“When we first started our brand, nobody wanted to invest in us. Nobody wanted to really believe in our cause and what we were doing,” she added, revealing what prompted her to start the $10 million female entrepreneur seeding initiative, HB Angels.

Specializing in female wellness, Ketish aims to launch its first product in August 2021, although Abbass has been tight-lipped on the sort of products that will be offered, telling The Industry Fashion website that the brand will focus on “targeted body care products.”

The new brand was inspired by Abbass’s own health experience. When she was 21-years-old, she was diagnosed with cervical cancer during her first-ever gynecologist appointment. Coming from a conservative background, Abbass felt ashamed to talk to her American-Egyptian family about her health during the diagnosis and treatment process.

Huda and Mona Kattan pictured with Eman Abbass (M). Supplied

Following a nine-year healing journey that she had to go through alone, Abbass was inspired to launch the luxurious female wellness brand that aims to reform feminine care products in the Middle East and is named after a female ancient Egyptian deity.

“A lot of those brands and products that we find now are in the pharmacy and the pharmacy is traditionally a place that you go when you are sick or something is wrong,” she told The Industry Fashion website. “We want to take feminine wellness and care out of the pharmacy and put it in the places that women shop… when I’m having a bad day I go to Sephora or I hop on to Cult Beauty. It’s those spaces that we want to be playing in to really elevate that experience and give women products that they can incorporate into their overall beauty and self-care routines.”

“Ketish is a movement,” Kattan said in a press release. “It’s about taking power back and being fully comfortable with yourself. When people start to become part of this community, they’re going to feel liberated. I realized very quickly that this was a topic that so many people had so many issues with. The more I started talking to Emaan, the more I was convinced that she could change the category.”


Saudi online platforms bridge gap between creatives, inquisitive minds

 These two platforms helped local entrepreneurs to work in the creative sector to achieve their goals. This will ultimately contribute to the Kingdom’s goals for the private sector. (Supplied)
These two platforms helped local entrepreneurs to work in the creative sector to achieve their goals. This will ultimately contribute to the Kingdom’s goals for the private sector. (Supplied)
Updated 27 July 2021

Saudi online platforms bridge gap between creatives, inquisitive minds

 These two platforms helped local entrepreneurs to work in the creative sector to achieve their goals. This will ultimately contribute to the Kingdom’s goals for the private sector. (Supplied)
  • Offering people easy ways to learn new skills, explore methods to promote self, business

JEDDAH: Online platforms are helping smaller creative businesses to pass on their knowledge to interested parties. Two such platforms that have been attracting attention from Saudi locals are Suplift and Upgrade.

These online platforms began popping up on social media a few years ago with experiences and activities offered with a registration fee.
Fadi Yahya, the founder of Suplift, told Arab News that the question that inspired Suplift was “How can I ask people with skills to share them with other people who are interested in learning?”

I started noticing that people here didn’t have easy access to activities and workshops or a platform to access these activities.

Fadi Yahya, Founder of Suplift

“I started noticing that people here didn’t have easy access to activities and workshops or a platform to access these activities,” he said. “It was extremely hard for an average person to try any activity they like.”
This led to Yahya giving over a few years of his life to build a business from scratch that allowed profits to be given back to a talented person rather than an organization. “Our job was to make the structure simple.”

HIGHLIGHTS

• Suplift extends across 18 cities in Saudi Arabia, with more than 1,000 experiences on offer. This has helped 10,000 people to make money simply by following their passion.

• Upgrade-sa.com’s targeted audience is people who want to learn new hobbies and explore different worlds, as well as business owners who want to build more connections and move toward expanding their work.

He said there were many challenges as the team was building a new market. “We are not running away or finding the easy way out. One thing we had trouble with was the lack of experience.”
Yahya said that to enable the experiences, the team had to find locations, work out the structure, marketing, customer service, technology, management, as well as ways of working with the government.
The aim of Suplift is to promote the idea of having hobbies. “The thing I am most proud of is that we help so many people make money. Many people say that passion can not help you make money, but I think it is needed in order to help the Saudi economy move further.”
Suplift extends across 18 cities in Saudi Arabia, with more than 1,000 experiences on offer. This has helped 10,000 people to make money simply by following their passion.
“Now that people understand that they can make money doing what they love, we will have more artists, golfers, divers, archers and so many more,” he said. “This makes me proud of my team and myself.”

When we started, we were the ones designing the workshops and we used to seek out the trainers — training and being creative are two different things.

Mohammad Mujahid, COO of Upgrade-sa.com

Mohammad Mujahid, COO of Upgrade-sa.com, told Arab News that their platform’s targeted audience is people who want to learn new hobbies and explore different worlds, as well as business owners who want to build more connections and move toward expanding their work.
The early days of the business were very challenging, Mujahid said. “When we started, we were the ones designing the workshops and we used to seek out the trainers — training and being creative are two different things. So now when the trainers or upgraders, as we call them, come to us, we provide them with guidelines so they can spread their knowledge.”
These two platforms helped local entrepreneurs to work in the creative sector to achieve their goals. This will ultimately contribute to the Kingdom’s goals for the private sector — supporting Saudi economic diversification objectives and building a prosperous future.


French-Algerian singer Lolo Zouai performs new single on Vevo CTRL

French-Algerian singer Lolo Zouai performs new single on Vevo CTRL
The French-Algerian singer dropped the music video for “Galipette” a couple of weeks ago. YouTube
Updated 26 July 2021

French-Algerian singer Lolo Zouai performs new single on Vevo CTRL

French-Algerian singer Lolo Zouai performs new single on Vevo CTRL

DUBAI: This week, French-Algerian singer Lolo Zouai performed her latest single “Galipette” on Vevo CTRL, Vevo’s performance series that highlights both emerging and established musicians making an impact on the industry. 

During the live session, the Brooklyn-based artist began singing her new hit while holding an oversized blue teddy bear before tossing it aside when the beat dropped. 

She joins other artists such as French Montana, Common, Lil Baby and Giggs, who have all stepped up to the mic in Vevo’s online musical series. 

“Really proud of how this came out,” she wrote, sharing a clip of the performance on Twitter. 

The 26-year-old’s live session comes just a couple of weeks after she dropped the electrifying official music video for “Galipette.”

Wild and disruptive, the clip is directed by Amber Grace Johnson and is a visual trip, featuring the artist boxing underwater — Zouai admits she trained for almost two months before to make sure she was in good shape for this scene — crashing a mattress store and a synchronized dance routine performed by the UCLA champion gymnastics team.

With lyrics in both French and English, the track is a reminder of the artist’s rich cultural roots.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Lolo Zouaï (@lolozouai)

Born Laureen Zouai in France to a French mother and an Algerian father, the singer relocated to San Francisco with her family when she was three-months-old.

“Galipette” was recorded in New York and produced by the up-and-coming singer’s long-time collaborator Stelios, who has worked with the likes of Young Thug and MIA among others.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Lolo Zouaï (@lolozouai)

It has been a busy few months for the rising star, who released her debut album “High Highs to Low Lows” in 2019, appeared in global campaigns for Coach shot by Juergen Teller and became a face of Tommy Hilfiger and Adidas France’s new Superstar campaign all in one year.

And it appears that the singer isn’t slowing down anytime soon.

This year seems to be just as promising for the artist, whose highly anticipated second album is on its way and who is also set to open up for British crooner Dua Lipa on her “Future Nostalgia” European tour.


Enduring style of the sandal: From traditional staples to Yeezy Slides, put your best foot forward

Enduring style of the sandal: From traditional staples to Yeezy Slides, put your best foot forward
Instagram/@tamashee
Updated 26 July 2021

Enduring style of the sandal: From traditional staples to Yeezy Slides, put your best foot forward

Enduring style of the sandal: From traditional staples to Yeezy Slides, put your best foot forward

DUBAI: There can’t be a more beloved item of footwear in the Middle East than the sandal, and while increasing numbers of Arab men are rocking collectible sneakers with their thobes in 2021, deep down, the open-toed classic will always remain the footwear of choice. The question is, just how should you wear them?

First things first, did you know that the sandal is actually the OG of all footwear? In 1938 a 10,000-year-old pair was discovered in Fort Rock Cave in Oregon, US. That makes it the oldest shoe going. Sandals in the Middle East are always open-toed and have a leather covering across the front of the foot—meaning that there’s no need for a strap at the heel to keep them in place. While in many parts of the region they would evolve from free open toes to a na’l—featuring another piece of leather to separate the big toe—there was also a need to leave room for a sock, so bedouins could wear them as the desert evenings grew colder.

Sandals in the Middle East are always open-toed and have a leather covering across the front of the foot. Instagram/@tamashee

However, when it came to Western fashion, things were a little more complicated and they quickly become the footwear of choice for uncool, suburban dads. Amazingly, what nearly killed it actually saved its life. Thanks largely to the normcore fashion movement, suddenly the sandal was back in the game. Whether it was David Beckham wearing them with sports socks and a Tom Ford suit or Justin Bieber sporting something with a chunky sole, the sandal was reborn. Not that the Arab world needed such a renaissance, of course, here it had always been on-point.

Now, with luxury brands crafting new editions each year—not to mention elevated streetwear options like the impossible-to-cop Yeezy Slides—it becomes clear: The sandal is no longer a dull, lifeless addition to your wardrobe — right now it’s the star of the show.

“For price and design Birkenstock is great and very reliable,” GQ Middle East’s Fashion Editor explains. File/Getty Images

Here, GQ Middle East’s Fashion Editor, Keanoush Zargham, explains how, when and where you should go open-toed.

“A relaxed, cosy fits work best,” Zargham said when explaining what look you should style your sandals with. “This could range from an oversized tailored suit to a pair of wide slacks with a tank top and cardi thrown on to complete the look.”

While sandals are the norm in professional environments if you’re wearing regional attire, what about pairing them with Western clothes at work?

“That depends on where you work,” Zargham noted. “The other day I wore a pair of Toga Virilis sandals to the office and nobody said a word. Do wear them with socks, though. Nobody wants to see your bare feet in a meeting.

Yeezy slides have become a real powerhouse. Instagram/@yeezymafia

“For price and design Birkenstock is great and very reliable. If you’d like to splash a little more cash, splurge on some Bottega Veneta sandals with intrecciato weaving detail,” he added.

When it comes to slides, the fashion expert says it’s all about how you wear them.

“They’re a little more relaxed, but I love them. Yeezy Slides have become a real powerhouse. Add some socks, a pair of oversized shorts, a relaxed tee and hoodie and you have a great look going on.”


Zuhair Murad celebrates Jennifer Lopez’s birthday with fashion tribute

ennifer Lopez performed at the Citizen VAX LIVE concert in May wearing a jumpsuit by Zuhair Murad. (Getty Images)
ennifer Lopez performed at the Citizen VAX LIVE concert in May wearing a jumpsuit by Zuhair Murad. (Getty Images)
Updated 25 July 2021

Zuhair Murad celebrates Jennifer Lopez’s birthday with fashion tribute

ennifer Lopez performed at the Citizen VAX LIVE concert in May wearing a jumpsuit by Zuhair Murad. (Getty Images)

DUBAI: Lebanese designer to the stars Zuhair Murad celebrated US singer Jennifer Lopez on Saturday, taking to Instagram to toast the queen of pop’s special relationship with the fashion house.

The hitmaker is known for her love of Zuhair Murad gowns and regularly hits red carpets, and the stage, in glittering outfits by the designer.

The fashion house celebrated the singer’s birthday on July 24 by releasing a short video of the numerous occasions she has donned a gown by Murad.

“Celebrating the beautiful Jennifer Lopez today, by reminiscing over some of our favorite #ZuhairMurad looks of hers,” the caption read. “Happy birthday @jlo! Cheers to your everlasting youth and to more #ZMxJLOMoments!”

Murad is one of Lopez’s go-to designers for special red carpet events and performances.

The “Let’s Get Loud” singer previously opened up about her affinity for Murad’s designs, describing the couturier as “probably her favorite designer” in a past interview with Venture Lifestyle.

“I discovered him years ago when I was doing a show, and I was so jet-lagged and I was up in the middle of the night watching Fashion TV, which they had in this country I was in,” explained the hitmaker. “He had this beautiful show and I was like, ‘who is this guy?’”

Lopez went on to explain the hurdles she faced when trying to get in touch with Murad, who doesn’t seem to have been a household name at the time.

“I came back (to the US) and I said, ‘Do you guys know Zuhair Murad?’ and nobody knew who he was, none of the stylists, nobody in the United States knew who he was. I was like, ‘You have to get me this dress for the Met Ball,” she said, referring to the Met Gala, an annual fundraising gala for the benefit of the Metropolitan Museum of Art’s Costume Institute in New York and one of the fashion world’s most eagerly anticipated events. 

“I wore his dress to the Met Ball and after that, I just started using him for everything — he designed my last tour — we just have a great relationship. He’s a beautiful man, a beautiful designer,” Lopez added.