Apart from showcasing upcoming denim trends for 2009 Fall/Winter, it launched a never-before concept store in the region.
Inaugurated by Ms. Amanda Hodges, Counsel-General & Trade Commissioner of Australia, the Jeanswest store was launched with a new concept in the Mall of Emirates. Also present on the occasion of the launch was Mr. Andrew Hides General Manager-Business Development Jeanswest, Australia.
The launch was followed by a very trendy fashion show where live models showcased some of the gorgeous clothing and eye-catching collections. The excitement continued with the live performances by DJ Sabrina of Germany, guitarist Nalin Samath and Dubai-based Beatbox group. All this action took place in the main lobby (near Harvey Nichols) of Mall of the Emirates.
For select media people, the fun continued with an exclusive screening and premiere of the movie Hangover in Grand Cinemas. And they boogied into the wee hours of the next morning in the post-event party at Belgium Beer Cafe.
Jeanswest, the denim brand major from Australia has grown into one of the favorite lifestyle fashion brands internationally. The brand which has a global presence with about 2,200 stores across the globe is holding a denim fashion night in the UAE.
The fashion show was largely meant to predict the denim trends for the coming season. Jeanswest entered the Middle East in franchisee with the Apparel group UAE and has ever since then been catering to the denim lovers of this region.
'We are proud to have Jeanswest in our portfolio of brands, as you can imagine Jeanswest is all about Jeans (Genes) and lifestyle (DNA) around it. Its very blueprint purpose are 'liberation through denim - expression' by creating lasting denim relationships, we inspire the freedom to express your individuality through fit, style and confidence. Jeanswest positions in the market a unique point of difference i.e. 'Denim Match-Maven (EXPERT), style that fits with denim, Denim that fits with People, people that fit with Jeanswest. In other words, reason that someone chooses our brand over another is 'You will find your match at Jeanswest' We know denim, we know style and importantly, we know our customers that's YOU! Our values and attributes are simple i.e. focus, courage, flair and unity. Jeanswest personality traits are expressed through every aspect of our brand's identity i.e. Innovative, Effortlessly cool, Unpredictable, Playful, Confident, Genuine and Trustworthy.' As quoted by Jeanswest Marketing Brand Book.
'We are very excited to have an association with such a high caliber Jeans retailer like Jeanswest, said Azim Hashim, GM, Jeanswest Apparel Group. We are glad we arranged this splendid evening which was a real treat for all denim loyalists. Jeanswest has been the one stop shop for the best denim trends that one can have,' said a beaming Kanti Shetty, GM-Marketing & Quality, Apparel Group, UAE
The additional attractions were the three Denim Doctors present at the venue. They gave free consultations and advice on choosing a pair of jeans as per body type, shape, fit cut and even the width of the bootcut.
The team of 'doctors' also advised if the bootcut should be 19 inches or 14 inches; which footwear to wear; do's and don'ts in denim; and most importantly, after-care tips of denim. Since there was an overload of people registering for the Doctors' advice, members of the public were given appointments valid for a period of three months. During this time, they can come to seek proper guidance and advice.
Inaugurated by Ms. Amanda Hodges, Counsel-General & Trade Commissioner of Australia, the Jeanswest store was launched with a new concept in the Mall of Emirates. Also present on the occasion of the launch was Mr. Andrew Hides General Manager-Business Development Jeanswest, Australia.
The launch was followed by a very trendy fashion show where live models showcased some of the gorgeous clothing and eye-catching collections. The excitement continued with the live performances by DJ Sabrina of Germany, guitarist Nalin Samath and Dubai-based Beatbox group. All this action took place in the main lobby (near Harvey Nichols) of Mall of the Emirates.
For select media people, the fun continued with an exclusive screening and premiere of the movie Hangover in Grand Cinemas. And they boogied into the wee hours of the next morning in the post-event party at Belgium Beer Cafe.
Jeanswest, the denim brand major from Australia has grown into one of the favorite lifestyle fashion brands internationally. The brand which has a global presence with about 2,200 stores across the globe is holding a denim fashion night in the UAE.
The fashion show was largely meant to predict the denim trends for the coming season. Jeanswest entered the Middle East in franchisee with the Apparel group UAE and has ever since then been catering to the denim lovers of this region.
'We are proud to have Jeanswest in our portfolio of brands, as you can imagine Jeanswest is all about Jeans (Genes) and lifestyle (DNA) around it. Its very blueprint purpose are 'liberation through denim - expression' by creating lasting denim relationships, we inspire the freedom to express your individuality through fit, style and confidence. Jeanswest positions in the market a unique point of difference i.e. 'Denim Match-Maven (EXPERT), style that fits with denim, Denim that fits with People, people that fit with Jeanswest. In other words, reason that someone chooses our brand over another is 'You will find your match at Jeanswest' We know denim, we know style and importantly, we know our customers that's YOU! Our values and attributes are simple i.e. focus, courage, flair and unity. Jeanswest personality traits are expressed through every aspect of our brand's identity i.e. Innovative, Effortlessly cool, Unpredictable, Playful, Confident, Genuine and Trustworthy.' As quoted by Jeanswest Marketing Brand Book.
'We are very excited to have an association with such a high caliber Jeans retailer like Jeanswest, said Azim Hashim, GM, Jeanswest Apparel Group. We are glad we arranged this splendid evening which was a real treat for all denim loyalists. Jeanswest has been the one stop shop for the best denim trends that one can have,' said a beaming Kanti Shetty, GM-Marketing & Quality, Apparel Group, UAE
The additional attractions were the three Denim Doctors present at the venue. They gave free consultations and advice on choosing a pair of jeans as per body type, shape, fit cut and even the width of the bootcut.
The team of 'doctors' also advised if the bootcut should be 19 inches or 14 inches; which footwear to wear; do's and don'ts in denim; and most importantly, after-care tips of denim. Since there was an overload of people registering for the Doctors' advice, members of the public were given appointments valid for a period of three months. During this time, they can come to seek proper guidance and advice.
