DUBAI: Luxury e-retailer Farfetch launched in the Middle East on Tuesday with a little help from British-Moroccan model-of-the-moment Nora Attal.
The 18-year-old, who was first discovered in 2014, stars in a gorgeous photoshoot wearing pieces from the latest collections on sale on the platform. The colorful photographs are accompanied by a snappy, chatty interview with the young model.
We gain insight into her earliest fashion memories and learn some off-the-cuff facts about the star, including her current obsession with a certain decade.
“‘Recently I’ve been obsessed with noughties trends. Everyone was so cool and effortless back then. Now I go out in a full Juicy Couture tracksuit with no shame,” she told Farfetch.
“If I wasn’t a model, I’d probably be at university, studying to get into something like criminal investigations, profiling or law,” she added.
Attal, who landed a coveted British Vogue cover in 2017 and was even chosen as Vogue Arabia’s December cover star, has walked the runway for some of the world’s most exclusive fashion houses, including Hermes, Chanel, Dior and New York-based womenswear brand Proenza Schouler.
Farfetch.com boasts products from more than 880 boutiques and brand partners and is now offering shoppers the opportunity to browse its website in Arabic, something its founder is particularly excited about.
“As one of the largest luxury markets in the world, the Middle East is so important to Farfetch. We’re thrilled to be able to bring our customers in the region an unrivalled range of beautiful products that they can’t find anywhere else from around the world," Jose Neves, founder and CEO of Farfetch, said in a previously released statement.
The London-based platform partnered with Dubai-based retailer the Chalhoub Group for the launch and will also offer specially-curated products from the group’s partner franchises.
Also on hand to guide eager shoppers through the website are modest fashion influencer Leena Al-Ghouti and the designer behind Dubai-based brand Precious Trust, Wathek Allal. Both pose in a series of uber cool shots and Al-Ghouti curated a special modest wear edit for the website, boasting clothes that can be worn by even the most conservative fashionista.
“Dressing modestly does not limit me from being fashion forward, or create an obstacle to fulfilling my personal style,” Al-Ghouti says on the website. “In fact, it adds value to my look and I always find a way to uplift my wardrobe.”
To celebrate the launch, Farfetch also commissioned French-Tunisian artist eL Seed to create three original artworks that will go on show in Dubai’s public spaces for a period of two months.
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