Dubai raises the bar, a la Alaïa

When the Tunisian-born designer Azzedine Alaïa passed away last year, fashion industry went into mourning. This region paid a special tribute to the couturier. On its Instagram page, Vogue Arabia noted, "Azzedine Alaïa was one of the greatest masters and a true hero for Arabia. His talent shaped the industry and empowered women from all over the world." Truer words haven't been spoken. From Greta Garbo and Grace Jones to Naomi Campbell and Lady Gaga - Alaïa's celebrity clientele was fairly impressive. Having studied sculpture, Alaïa, as a fashion designer, came to be known for clothes that celebrated a woman's body and her curves, and soon earned the distinction 'King of Cling'.
For someone who is regarded as one of the Arab world's greatest designers, it is indeed surprising to know that Alaïa did not have a store in the UAE... until now. Spread across 200 square metres, the Alaïa store is a dazzling new addition to The Dubai Mall's Fashion Avenue after the opening of the three-storeyed Gucci store and Miu Miu's largest store in the world. That's not all. The Spanish label Delpozo (a favourite among the likes of Michelle Obama and Queen Letizia) and French luxury brand Moynat - known for its fine leather goods - also have a store in the world's largest mall.
The mix is interesting and shows that when it comes to fashion, Dubai has a penchant for high couture. Given that the likes of middle-end labels such as Zara, & Other Stories, Uterque and contemporary brands such as Maje and Sandro share space in the same mall, it becomes evident that Dubai is slowly and steadily breaking out of the 'label and logo' culture, as I used to call it.
Recently, while walking down the Fashion Avenue, I noticed a young girl carrying an Oscar de la Renta shopping bag and a Topshop bag - and that's exactly what people who know their fashion do: they mix and match wisely.
As I strolled around the Azzedine Alaïa store, I wondered why the designer who was loved in this region had not opened a flagship store earlier in the Middle East. There could be two reasons. Thus far, this label has had two flagships in Paris, a city where he lived (another flagship store in London is slated to open this year). Second reason could be that to be an Alaïa girl, you ought to love the craft as much as the fashion. As a designer, Alaïa was not part of the fashion week system nor did he follow trends. This meant that he may not have been the obvious choice for the "label and logo" girl. If anything, the opening of the Alaïa store here indicates that fashion has, indeed, come of age in this ever-evolving city.
sujata@khaleejtimes.com

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