What defines the essentials of a chic summer outfit? Bright colours, floral prints, fusion-wear silhouette, airy knits, loose cotton dresses, light kaftans,colorful jumpsuits,flare bottoms and the softest swim or loungewear. As we say goodbye to winter, it’s time to start adapting your wardrobe for the rising temperatures.Keeping the modern woman in mind and carefully tailoring them is the perfect wardrobe staples for the transitional season. Here we round up some brands who have launched their stores recently with summer/spring collections that are unique, feminine and stylish.
Apparel brand Aerie by American Eagle has opened its first store in the UAE located inside the American Eagle store at Fashion Avenue, The Dubai Mall. One of the fastest-growing female specialty brands in the apparel industry offering activewear, loungewear, intimates, and more, Aerie is committed to creating collections while influencing the way women see themselves and treat others. Aerie’s new Dubai store offers the brand’s signature soft apparel, cozy loungewear, comfortable activewear, trendy swimwear and beautiful intimates in a range of sizes to fit all body types, with each piece designed to make its wearer feel good about themselves, inside and out. Customers will be able to shop Aerie’s latest Spring collection, consisting of bright colors, gingham and floral prints, fun swimwear, flare bottoms and the softest loungewear there is.
The collection is rounded out with a range of stylish hats, tote bags and more. Aerie’s mission is to empower all people to love their real selves. It started with the launch of the first #AerieREAL campaign in 2014, in which the brand made a bold commitment to stop image retouching. Since then, #AerieREAL has grown into a leading social movement that challenged the fashion industry’s ideas of beauty, empowering women around the world by promoting self-love, body positivity, inclusion, and diversity. Follow the brand on @aeriemena and #AerieREALMENA.
Pioneers in denim & premium casualwear, Diesel announces its first advertising campaign to celebrate the launch of Diesel Library, the label’s made-to-stay responsible denim line. It is part of the market debut of Creative Director Glenn Martens’ Spring/Summer 2022 collection. The Diesel Library embodies a new approach to a more genderless design concept, bringing sustainability to the forefront of the process, a fusion of Diesel’s denim expertise with innovations towards a better future. Every piece in the Diesel library is designed to minimize impact, incorporating responsibly sourced cotton and other environmentally preferred materials and trims, as well as washes and finishes designed to limit water and chemical usage. These include: alternative pumice stone, Ozone and nebulization treatments and mineral dyes.
Diesel Library offers a wide range of iconic long-lasting wardrobe essentials. Its total denim looks are built to outlive trends—and last for many years to come. Showcasing a collection made for everybody, for any occasion, Diesel introduces a star-studded cast for Diesel Library—and their many cloned facets. The iconic singer Toni Braxton with her sons Diezel and Denim Braxton; the German-Spanish actor and singer Aron Piper; American artist, actress and model Lauren Tsai; Diesel’s muse and model Ella Snyder; lastly Diesel’s very own founder and Chairman of OTB Group, Renzo Rosso, makes an appearance celebrating Diesel’s heritage. The campaign packs a visual punch of inversion and irony—befitting of Diesel’s long-standing irreverence. It explores the concept of multiplicity , with the images consisting of compositions built of every subject in different Denim Library outfits, multiplied many times.
Saudi Arabia’s timeless modern fashion house, Leem launched its first Spring Summer 2022 capsule collection in stores across KSA, the UAE and Bahrain, as well as on the Leem app that is available for download in KSA. As a Middle Eastern brand. Leem has been redefining the face of modest fashion globally and continues to expand brick and mortar steadily across the Middle East with seven store locations, and an app for its KSA customers. Specialising in beautiful fabrics, elegant shapes, and the perfect cut, Leem’s collections are designed for today’s fashion-conscious woman, the fashion house continues to redefine modest wear with global appeal. Leem’s spring collection opens with gorgeous airy knits that are light, versatile, and loose in fit, the perfect wardrobe staples for the transitional season. The Spring Summer looks are further characterized by their metal detailing; think chain accents and studding found on shoulders, necklines and the profile of key looks including striking floor-skimming maxi dresses.
Tassel embroidery, balloon sleeves and mesh detailing further enhance the looks of the season and take centre stage on trend-led pieces that can be layered or paired for the desired silhouette. Sophisticated bottoms and tops for creative pairing also call for attention this season. Skirts are reinvented with multi length designs, eccentric zigzag pleated patterns, faded graffiti effects, and unique colour blocking. Flattering, high-waisted, wide-leg pants also feature and are easily mixed and matched with chic tops for an easy look with a twist of sophistication and comfort. And, as always, quality is front of mind for Leem, with its unique knits, fleeces and jersey fabric all with a soft finishing, as well as the bamboo-viscose blend and cotton jacquard. Follow the brand on instagram Leem for more info.
Palem is the latest French fashion brand to have launched in the UAE featuring elements of style, sustainability & femininity. Palem is the creation of French fashion designer, Juliette Barkan, and originated in Singapore with the intention of bringing high quality, comfortable, and stylish clothes into the lives of women around the world. She just opened its doors in the new Goshi Warehouse district in Al Quoz, Dubai. “During the pandemic I realized the ever-increasing importance of sustainability, style, and empowerment. My brand is a contemporary French fashion label featuring trendy, versatile pieces, all made with eco-conscious fabrics & materials”, said Juliette.
In each collection, the brand follows the rhythm of a perfect day off. Julietter further revealed, the prints are inspired by patterns collected by her during her travels around the world especially Bali. “Each collection is inspired by a destination, a common thread shaping the style, color and print of every silhouette. From a sunny laze on the beach sand, to a bright summer night, Palem defines the essentials for a chic wandering lifestyle in a truly fashionable manner. All Palem pieces make for wardrobe staples, including dresses, beach wear, kaftans, jumpsuits, shorts & basics, the collection is diverse, ensuring there is something for everyone. “Each one is carefully selected for their aspect, richness, singularity & composition, as well their superior quality, that brings out the elegant & refined qualities to life. It uses natural fibers fabrics including organic cotton and sustainable viscose, to facilitate transformation and reducing the environmental impact. It is brand built on the foundation of ‘slow fashion’, articulating the message of timeless fashion wide and far for its wearers, through each of its collections”, added Juliette. Follow the brand on instagram Palem for more info.
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