Parisian fashion retailer LE66 Champs Elysees launched its Dubai store at City Walk 2. The ribbon cutting ceremony of the store, headed by Mariam Al Hashemi and operated as a franchise by Dual Investments, was led by Sami Dhaen Al Qamzi, director general of the Department of Economic Development.
Along with a selection of international brands, LE66 features Middle Eastern trend-setters such as AKS, the label created by Bahraini sisters Amna and Asma Khaled Saif. The sisters are known for their self-taught passion of architecture and urban landscaping reflected through their collections. Other renowned local brands include Reemami, the brain child of award winning designer Reem Al Banna, which has been recognised for its signature experimental cute, playful concepts and hand illustrated graphics.
“I feel the launch captured people’s imagination and allowed them to understand my vision around bringing LE66 to Dubai. Whilst choosing the pieces in store I made sure to select those that were not readily available here. The European aesthetic acted as an outline for the concept but having regional designers was extremely important in order to draw attention to the skilled artists of the region,” says Al Hashemi.