French brand American Vintage opens at The Dubai Mall


December 6, 2017 | By RetailME Bureau

French brand American Vintage recently opened its doors at The Dubai Mall. Located on the first floor close to the Fashion Avenue in the mall, this is American Vintage’s third location to open in the UAE, the others being Dubai Marina Mall and City Walk.

Founded by Michael Azoulay in 2005 as the first womenswear store in Marseille – which later added menswear and accessories collections – the essence of American Vintage is its effortless relaxed style with a sophisticated twist. The brand now operates from over 140 stores and points of sale across the globe, and has become synonymous with informal, easy to wear pieces that every woman and man can experience.

American Vintage has redefined the definition of basics into trendy and timeless pieces. These are simple, stripped back clothes made from the most comfortable fabrics, featuring unique details, and this desirable combination makes them a joy to wear.

The layering of ‘second skin’ fabrics plays an important role and is central to the brand’s Autumn/Winter 2017 collection. ‘Homewear’ pieces comprise beautiful fluid separates in which to lounge and relax, such as loose pants and long sleeve T-shirts. Add an oversized knit in jersey or ribbed wool to create a gorgeous cocooning effect for the ultimate in luxurious comfort.

The appropriateness of colour is a key element of the brand’s DNA, with over 200 colours developed every season, and this endeavour is clearly visible in the Autumn/Winter collection. The colour palette this season is sometimes soft and muted – hues of light beige, cream and greys abound, or offering earthy, nature inspired tones of russet, brick and botanical green.

The layering concept, another characteristic of the brand, is ideal for the winter months of the UAE, where the temperature can fluctuate between sunrise and sunset. The purity of fabrics enables skin to breathe, while soft cotton linings promise comfort and flexibility for ease of movement.

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