Brace yourselves: Off-White is set to open the doors of its very first Middle Easternboutique. According to a cryptic message shared on the store’s official Instagram page, it’s “opening soon” — as in next month. “Off-White™️c/o “Opening Soon” October 2018 Dubai,” read the caption.
The announcement first came via Instagram on the new @off___white___dubai page, which teased a shot of a covered storefront, the words “Ironically under construction”, written above “Opening Soon”. The Dubai store will reside at The Dubai Mall’s newly opened Fashion Avenue extension, alongside more than 150 luxury brands, including Alaïa, Loewe, Prada, and more. The cult brand’s pieces are also carried by department store Harvey Nichols – Dubai to make it even easier for shoppers to get their hands on the cult brand championed by A-listers Beyoncé, Kendall Jenner, and Bella Hadid, among others.
With the launch of an Off-White flagship in Dubai, Virgil Abloh will no doubt strengthen the cult label’s reach in the Middle Eastern market — especially by strategically launching in the world’s biggest and most visited shopping center. The newly minted Dior Homme designer has already established 24 outposts currently operating in America, Canada, Asia, Australia, and Europe, while the region (alongside Africa) remains an untapped market. Indeed, an Off-White flagship in the region makes sense. The high-streetwear brand boasts a loyal checklist of Middle Eastern clients, and is revered by It girls from Lebanon to the UAE including Lana El Sahely and Leena Alghouti, who frequently don designs featuring the label’s ubiquitous, diagonal white stripes and endless brand collaborations.
Although it’s still uncertain whether the Dubai store will mimic the unconventional interiors of existing Off-White flagships in Toronto, New York, and London, we do know that the new space will boast a complete offering of ready-to-wear, leather goods, accessories, and an exclusive capsule collection. The label’s Spring 2019 collection will also be available for purchase. The store is expected to open in mid-October, which gives us plenty of time to compile our wishlists.
From Vogue Arabia.