Marriam Mossalli | [email protected]
Publication Date: 
Wed, 2011-12-14 04:35

Lights. Camera. Fashion!
To the delight of every fashionista in the Middle East, the internationally renowned television network, Fashion TV (FTV), and UAE-based Saif Belhasa Group have officially launched the first “I Love Fashion” store in the region, located in Dubai Mall. The sparkling boutique adds to FTV’s impressive portfolio of 70 stores worldwide.
“I am thrilled to be adding Dubai to our portfolio,” stated Michel Adam, founder of FTV. “Consumers in Dubai are very fashion-forward, love to dress up and aren’t scared to try new things. This is exactly the kind of woman we want to attract: Someone who lives and breathes fashion.”
“We secured the first flagship store in Dubai Mall and plan to expand rapidly in the GCC countries with five stores set to open in 2012 including one in Abu Dhabi,” added Saif Ahmed Belhasa, Chairman of the Saif Belhasa Group. “Following the success of the Saif Belhasa Group in retail, we wanted to bring new fashion concepts to the region, and “I Love Fashion” from Fashion TV is a world-class brand.”
Broadcasting in 193 countries to over 350 million households and seven million public locations across the five continents, Fashion TV has secured a place for the Middle East in the international fashion scene. “Fashion TV is the biggest fashion medium in the world and is focused exclusively on fashion, beauty, trends and style. It was a natural next step to move into retail and I am looking forward to a successful launch in Dubai,” stated Adams who was festooned in the FTV diamond logo at the opening.
The boutique caters to an audience of young fashionistas, offering luxury collections at affordable prices, ranging from classic casual items to glamorous evening wear. Whether you’re in search for a casual branded T-shirt (AED 225) or a formal evening gown (AED 2,225), “I Love Fashion” has a wallet-friendly variety for all things fashion. Bandage dresses (starting at AED 1,090) and feminine cocktail dresses, embellished with the signature diamond sequin, were all the rage opening night.
“We wanted to bring a store that offered high-end fashion at affordable prices,” explained Sarah Belhasa, brand ambassador for “I Love Fashion,” to Arab News. “I had many friends coming up to me today, saying ‘Are you sure this is the right price?’” Sarah went on to explain that the boutique will be accommodating to the region, meaning there will be a mix of aesthetics to cater to both the Western and Arab clientele. “We have designers from all over the world, from Turkey to Thailand, designing these collections,” she added. Perhaps one day we’ll see designs from Saudi’s very own Hatem Alakeel sold there? “I love his PEACE cuffs with the crystals! It goes perfectly with the Fashion TV diamonds!” stated Sarah.
The “I Love Fashion” line offers FTV fans and consumers even more choice when it comes to updating their wardrobes with eye-catching, youthful pieces. The collection ranges from curve hugging cocktail dresses and long gowns, ideal for glamorous nights out, to feminine florals and casual wear, perfect for lazy days on the beach. A bespoke selection of jewelry and handbags accompanies the apparel with bold embellishments of the famous Fashion TV logo seen throughout.
The Dubai Mall based store is the very first smart “I Love Fashion” store in the world to feature smart technology.  Forty personalized style mannequins create a virtual catwalk and move by a suspended conveyer belt, giving a 360-degree view of the outfits both in the store window and throughout it, enabling customers to preview the latest collections with ease. “We named the mannequins as well,” revealed Sarah. “We have a Tanya and a Maya — names with different ethnic origins to go with the concept of truly being international.” Customers can then come in and request a specific mannequin’s look, which can be electronically brought to the front of the store using just a tap on an iPad. In addition, an LED TV screens the very latest footage from Fashion TV, providing a central focus for the store that transports you to the catwalks of Paris and Milan.
“This will be the first of many ‘I Love Fashion’ stores in the region,” stated Sarah. “It’s great to be able to offer a totally new concept and with so many fans of FTV here in the UAE. We felt it was only right to start with Dubai.”
“I Love Fashion” in Dubai Mall is located on the first floor, opposite Bloomingdales.
Tel: (04) 325 3258

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