En Vogue launch

Dubai Fashion 2007 and En Vogue launched under the patronage of HH Sheikha Hind bint Maktoum bin Juma Al Maktoum

The official launch of the city’s first fashion magazine, En Vogue in January, was both a classy and emphatic wake up call to the fashion conscious in the city. Held under the patronage of Her Highness Sheikha Hind bint Maktoum bin Juma Al Maktoum, wife of His Highness Sheikh Mohammed bin Rashid Al Maktoum, the magazine was unveiled during a gala dinner at the plush Safinah Ballroom of Jumeirah Beach Hotel.

The event also kick started Dubai Fashion 2007 which showcased creations by leading international designers like Christian Lacroix, Emanuel Ungaro, Kenzo, Sonia Rykiel and Valentino. The participation of these big names was a clear recognition of Dubai’s role as a perfect platform to showcase the latest international collection for the fashion lovers of the Middle East. The event is also attracting the attention of local and international media thus giving a wider exposure to everyone involved.

Most of the Dubai fashion scene’s A-listers braved chilly weather to witness the launch of En Vogue, organised by Done Events. Among the guests who enjoyed the fashion fiesta and the accompanying festivities were Saeed Al Nabouda, CEO of DSF, Essa Adam Ibrahim, General Manager of BurJuman, George Moussa, Chairman, Planet Travel & Tour; Rita Boustany, Managing Partner MediaMost Publishing and Editor-in-Chief En Vogue; Fady Boustany, General Manager MediaMost Publishing; and Laila Suhail, Chief Marketing Officer DSF, who graced the event with their presence.

Spearheaded by Rita Boustany, En Vogue has conceived a concept that reveals how to be creative with fashion while retaining individual style. The packed launch party of dignitaries was welcomed by the MC followed by a presentation on Dubai which is hogging the limelight as a fashion destination. This was followed by a mesmerising presentation on the concept of Dubai’s first fashion magazine – En Vogue.

The presentation stated the concept of Dubai’s first fashion magazine. The magazine’s editorial team and its correspondents in Europe bring the latest creations from the traditional fashion capitals to this trendy hotspot. En Vogue aims to introduce urbane fashion appreciation to the style conscious in the country, who have yet to experience what genuinely crafted fashion has to offer. The launch was a perfect platform to make this announcement. During the luxury fashion event and for the next four days the copies of En Vogue’s Special Supplement were also distributed.

Meanwhile, the MC requested Saeed Al Nabouda, representing DSF, to enlighten the audience with his views. He thanked Her Highness Sheikha Hind bint Maktoum and said: “It is Her Highness’ support that has transformed Dubai Fashion Week from its small beginning in 2003 to a global fashion event that has attracted many fashion lovers from all over the world to Dubai city in just a record time of two to three years. The DSF office in collaboration with BurJuman, who have been supporting Dubai Fashion since its inception, has produced an innovative event of international repute. This time Dubai Fashion will see the convergence of the biggest names behind world trends and defining styles that propel the fashion industry.”

Rita Boustany thanked the Dubai Government for providing for their constant support and trust by allowing her to start a top notch fashion magazine like En Vogue.

She said: “We discussed the idea with Dubai Shopping Festival’s organising committee to establish a magazine that could serve as a visual fashion feast for readers. We felt the magazine would advise readers on how to interpret catwalk trends from around the world and styles which could work in real life.”

She added: “To further enhance Dubai image as the emerging fashion capital of the world we call to establish Dubai Fashion Committee with the blessings and support of the Dubai Government. The committee will include fashion icons, agents of top fashion brands in Middle East and those controlling the fashion industry in Dubai. With their knowledge of fashion brands and their rapport with top designers we aim to regularly hold Dubai Fashion Week each season as held in Paris, New York, London or Milan. This in turn will be beneficial for both the private and government sector because it will enhance the retail business and it will give the city more international exposure.

“The message of En Vogue is very clear - it says: Step back Paris, Milan and New York. It is time to let Dubai shine on the runways proving fabulous fashion can come from non-fashion capitals,” expressed Ms. Boustani.

Essa Adam, representing BurJuman, said: “BurJuman continues to offer discerning shoppers the widest choice in luxury brands. We are proud of our long-term association with Dubai Fashion, a world-class event that allows us to reinforce our commitment to firmly establishing Dubai on the fashion map. I am confident that Dubai Fashion will make headlines and turn heads, and further encourage the masters of the fashion world to present their latest designs to the Middle East and wider world in this luxury fashion destination.”

A video on the austere collections of some of the most creative and trend setting couture designers (mentioned above) was also relayed, while the beautiful runway models in gleaming fabrics, showcased their latest creations. The distinctive creations were characterised by sensuality and rich in detail. The upscale fashion event saw a whole lot of fashionistas among the eclectic turnout at the event in Dubai. The ladies of this spectacular evening were attired in the most stunning and lavish evening wears with distinctive accessories, and men in finely tailored garments.

Also among the high spirited front row audience were the CEOs and general managers of various companies, marketing directors, wealthy Dubai socialites, business leaders, VIPs and a large section of fashion press both from the print and electronic media who grabbed the opportunity to interview Saeed Al Nabouda, Essa Adam and Rita Boustani. The event generated interest among upscale fashion consumers, celebrities and dignitaries.

En Vogue, slated to become the most prestigious fashion, design and lifestyle magazine, comes hot on the heels of a number of exciting projects currently in the pipeline which aim to establish Dubai as a coveted global fashion brand. A fascinating read, the magazine is packed with the latest and most exclusive articles that showcase the best of fashion from around the world.

With a kaleidoscopic swirl of shapes and colours, the Dubai Fashion 2007 and En Vogue launch party this year took on an even more international dimension, thanks to a wider cross-section of the representatives of fashion houses from the style capitals like Paris, Milan and New York. While the guests inhaled truly original and exceptional four courses of meals in the ambience of Jumeirah Beach Hotel, they were entertained by Tango dancers. The music playing in the background was the most divine.

An elaborate photo session summed up the feeling of the night when the last of the revelers finally staggered out.

Meanwhile, the sure-to-be unforgettable En Vogue launch got a wide media coverage in all the major dailies and TV channels such as Khaleej Times, Gulf News, The Gulf Today, Urdu Express, Al Sharq International, Samundar Par (Weekly), ARY One, City 7 TV, Jeevan TV, Zee TV, Al Khaleej newspaper, Al Wahda newspaper, and Al Aqariya’s TV 2, Ame Info, Zawya.com, among others. The management of MediaMost is extremely thankful to their colleagues in local and international media for their support and the coverage they gave to this event in their esteemed publications, TV channels and internet sites.