Well this is unexpected. Los Angeles-based clothing brand Juicy Couture, known best for creating comfortable track suits and playful resort wear, has announced the launch of its first abaya.
In true Juicy style, the black velveteen abaya will feature the label’s signature logo and crown emblem, filled with more than 1,250 crystal rhinestones and gold domes, emblazoned across the back.
It also comes with a matching sheila, hemmed with gold piping.
Majid Al Futtaim Fashion collaborated with Juicy Couture in designing the abaya, a unique marriage of California couture with Middle East style standards. “It is our goal to continue to introduce innovative fashion forward designs to the region. This introduction fuses the styles of the Middle East and California bringing a unique and glamorous item to the Arab fashion community,” says Rajiv Suri, CEO at Majid Al Futtaim Fashion.
While the addition of velour fabric and jazzy embellishments may not be a representation of the traditional abaya archetype, it should prove a hit among many of the Emirates’ bling-loving ladies.
The imagery of the crystallized crown and “Juicy Couture” lettering also taps into a current marketing shift seen locally with abaya designers, who have started to give more focus to their branding by sewing flashy acrylic logos sewn onto the backs or bottoms of their creations.
While other international labels like Tommy Hilfiger have taken steps to appeal to the traditional Muslim market by offering modest capsule collections during Ramadan, none have been so dramatic as this. Nonetheless, it may well be the start of a new trend: Dolce & Gabbana are reportedly launching a collection of abayas in the UAE this October.
The abaya will be introduced with the autumn 2015 collection this September, and will be available in Juicy Couture stores across the country, including Yas Mall, Dubai Mall and Al Ain Mall locations.
hlodi@thenational.ae
