The foundation of the new entry is based on denim and its offering of a broad bandwidth of styles, fits, colors and designs.
Providing denim for everybody and being an independent denim category, the collection symbolizes a lifestyle and has an experiential campaign to its credit that was launched recently across the region.
The aptly titled 'Get Dirty' campaign was conceptualized and launched in early February on social media platforms and across various colleges in the UAE inviting a younger audience to be face of the campaign.
To give customers the raw and edgy feel of a denim, 'Get Dirty' was shot in a cement factory in Dubai with a slew of models and the three finalists chosen from almost 8000 entries received on the brand's call to be the face.
An extremely believable campaign that gives shoppers something to connect with and talk about, 'Get Dirty' was shot over a period of two days by ace fashion photographer Tejal Patni.
Speaking on the launch of Splash DNM, Raza Beig, CEO Splash & Iconic, said: "Traditionally denim as a category in Splash was all about brands within Splash and had certain limitations in terms of trends to explore. Given that denim is an iconic, essential part of the modern wardrobe, we decided to tap into this ever growing category by launching a destination that would showcase the newest trends and treatments and would justify the fashion offerings. We developed the range in a way that it would cater to the varied customer of value and fashion shoppers of the brand."
