Presse
Jawaher: Arabic Couture extravanganza lights up the SWAROVSKI CRYSTALLIZED™ concept store in London
It represents an exciting collaboration between SWAROVSKI ELEMENTS and a selection of traditionalwear partners from the GCC (the Gulf Cooperation Council, whose members are Oman, Bahrain, Kuwait, Qatar, Saudi Arabia and the UAE) and South East Asia. Jawaher will go on display from 20th October – 1st November at the SWAROVSKI CRYSTALLIZED™ concept store in Great Marlborough Street.
The stunning exhibition opens on 19th October with a gorgeous evening fashion spectacular, where models will show the latest abaya collections created by the UAE’s Sweet Lady, alongside an exhibition featuring creations from global designers Kanzi, Alessandra Rich,
Aristeo, Ziad Antoun, Aiisha Ramadan, Toujouri, Biyan, Eric Choong, Melinda Looi, Biyan and Dato Tom Abang Saufi, among others. The following day, in association with the Fashion Business Club, SWAROVSKI CRYSTALLIZED™ will host a morning seminar that will include
contributions from authoritative guest speakers such as Rasha Khouri from Dia Boutique. The topic for discussion is ‘Tradition Meets Fashion’.
During the course of the evening event, the traditional yet versatile gowns from acclaimed UAE Fashion House, Sweet Lady, will be unveiled in an ultra-glamorous fashion show. Tradition goes hand in hand with modernity in this catwalk extravaganza: highly embellished abaya and jalabiya masterpieces, set off with the latest collections from Atelier Swarovski jewelry and accessories adorned with brilliantly cut, lustrous crystals, reflect the enduring partnership between the Middle East’s and South East Asia’s top designers and SWAROVSKI ELEMENTS. “We are delighted to be a part of an inspiring collaboration that has allowed us to showcase our vision, the creative product of our long-standing and rewarding relationship with SWAROVSKI ELEMENTS. Sweet Lady always strives to bring its customers new and exclusive offerings, and at the show in London we are aiming to give them something very special, indeed,” says Mr. Rashed Ameen Mohamed Ali Al Marzouqi, proprietor of Sweet Lady.
In the sumptuous SWAROVSKI CRYSTALLIZED™ café, lavishly decorated in styles reminiscent of an Arabic palace and exotic Bedouin tent, buyers, designers, VIPs, media, customers and participating traditional designers will gather at this dazzling event amid opulent mirrors, mosaics and drapes bedecked with crystals. Interactive floor media and sensory reactive crystals will further add to the enchanting, ultra-luxurious atmosphere.
A beautiful brochure captivatingly entitled Jawaher (Jewel) and photographed by internationally acclaimed celebrity and fashion photographer, Neil Kirk, will accompany the event. Featuring magnificent creations from brands and design partners across the globe, it
encapsulates the collection, as well as textiles, designer accessories, jewelry, homeware and much more.
Following the opening, the Jawaher exhibition will remain on display for two weeks, enabling customers to place their orders. The SWAROVSKI ELEMENTS initiative Jawaher demonstrates the company’s commitment to supporting couture partners within the traditional Arabic sector, as well as providing a platform for the light-filled allure of crystals.
