Saturday, December 3, 2011

Fashion TV Brings the Glamour of the Catwalk to Dubai Mall


Dubai, UAE 27 November 2011 - Internationally renowned television network Fashion TV (FTV) and UAE based Saif Belhasa Group are proud to announce the official launch of the first 'I Love Fashion' store in the Middle East, adding to FTV's portfolio of 70 stores worldwide.

Catering to an audience of young fashionistas, the store offers luxury collections at affordable process ranging from classic casual items to glamorous evening wear.

Michel Adam, Founder of Fashion TV said: "Iam thrilled to be adding Dubai to our portfolio.Consumers in Dubai are very fashion forward, love to dress up and aren't scare to try new things. This is exactly the kind of woman we want to attract, someone who lives an breathes fashion. Fashion TV is the biggest fashion medium in the World and is focused exclusively on fashion, beauty, trends and style. It was a natural next step to move into retail and I am looking forward to a successful launch in Dubai."

Saif Ahmed Belhasa, Chairman o the Saif Belhasa Group commented "following the success of Saif Belhasa Group in retail, we want to bring new fashion concepts to the region, and I Love Fashion from Fashion TV is a world class brand. We secured the first flagship store in Dubai Mall and plan  to expand rapidly in the GCC Countries with the five stores set to open in 2012 including one in Abu Dhabi.

Sarah Belhasa, Brand Ambassador for I Love Fashion added: "This will be the first of many 'I Love Fashion' stores in the region. It's great to be able to offer a totally new concept and with so many fans of FTV here in the UAE, we felt it was only right to start with Dubai."

The 'I Love Fashion' line offers FTV fans and consumers even more choice when it comes to updating their wardrobes with eye-catching, fun and casually elegant pieces. The collection ranges from bold prints nd vivid colours ideal for glamorous nights out to pretty florals and casual wear perfect for lazy days on the beach. A bespoke slection of jewellery and handbags accompanies the apparel with subtle hints if the famous Fashion TV logo seen throughout.

The Dubai Mall based store is the very first smart 'I Love Fashion' store in the world to feature smart technology. 40 personalized style mannequins create a virtual catwalk and move by suspended convey belt, giving a 360 degree view of the outfits both in the store window and throughout the store enabling customers to peruse latest collections at ease. An LED catwalk and TV, screening the very latest footage from Fashion TV provides a central focus for the store and high energy music places shoppers front row, in the midst of the action.

State-of-the-art smart technology also extends to the back of the store, allowing store to digitally catalogue stock and access required pieces as they are brought to the front of the store room at the click of a button, using the very latest iPad technology.


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