Emirati fashion students showcase designs on an underwater catwalk at Atlantis, The Palm

Dubai, December 8th,  2011: The Middle East's largest online private shopping club, Sukar.com teamed up with the American University in the Emirates to present the region's first ever Underwater Fashion Show ‒ a unique concept that showcased ocean-inspired creations by Emirati design talent in the midst of the Ambassador Lagoon at the Atlantis, The Palm resort on December 8.

Forsaking the traditional runway setup in favour of the more exotic depths of the Ambassador Lagoon, the Underwater Fashion Show saw divers take the plunge, modeling mermaid-inspired gowns, dramatic bridal wear, men's ensembles and marine-inspired accessories and jewelry on Dubai's most unusual stage.

All outfits in the show's collection were designed by Emirati first year students from the American University in the Emirates' New School of Fashion and will be available for sale exclusively on Sukar.com from December 8 to December 22, with all sales proceeds being donated towards the Blue Flag Programme, a non-profit organization fighting for the sustainable development of beaches and marinas.

"It's an amazing opportunity for our students to showcase their work on such an unusual stage. As an educational institution that actively encourages creative collaborations, it has been a pleasure to work with Sukar.com and the Blue Flag Programme to conceptualize this event," said Dr. Muthanna G Abdul Razzaq, AUE President and CEO. "The Underwater Fashion Show and following online charity sale will shine a well-deserved spotlight on the hours of hard work our students have devoted to the creation of these designs," added Dr. Muthanna.

"Sukar.com is a proud supporter of independent designers and our portfolio of highly sought-after fashion brands features several up and coming labels from across the world. We are very keen to support the community we operate and live in and this event seemed a great way to raise the profile of young UAE-based designers while raising funds to support a good cause," said Muhammad Chbib, CEO, Sukar.com.

Sukar.com had been making waves with the recent announcement of their member base having hit one million, and the online shopping portal has pushed the watermark even higher with the revamping of the website last week. In what Muhammad Chbib, Sukar.com's CEO describes as "aesthetic and user experience-based" upgrades, the Middle East's largest online private shopping club offers a perfect platform for the professionally managed sale of the students' designs, whilst providing their members with an exclusive opportunity to get their hands on limited edition statement pieces.

- Ends -

About Sukar.com:
Sukar.com is the first online private shopping club in the Middle East.Launched in April 2010, Sukar.com offers a rapidly growing member base exclusive access to unrivalled deals, on a premium selection of over 700 of the world's top fashion and lifestyle brands in the women's, men's, children's, beauty, gadgets, and home fashion categories.

Sukar.com operates across nine countries, including the GCC, Jordan, Lebanon and Egypt. A team of over 100 employees (and growing) in the UAE, KSA, US, Europe and Turkey strive to source the best offers, with discounts of up to 90 per cent on retail prices. Based on the concept of time-limited sales campaigns lasting between 2-4 days, products are offered to members on a first-come-first-served basis.

Sukar.com is a member of the Jabbar Internet Group, and a part of the Global Shopping Club Alliance.

About American University of the Emirates
The AUE is an inspiring leader in the field of domestic and international education. It offers undergraduate, graduate, and professional programs that encourages students to be proactive, reflective and critical thinkers and researchers.

The College of Fine Arts and Design offers fine artists and future designers a broad range of specializations in the field of design. The idea is to learn to conceptualize, create and produce quality artifacts in their respective fields, and to utilize the latest electronic application and emerging technologies to stay current with the industry. The college offers the following undergraduate programs: Interior Design, Digital Animation, Fashion Design and Graphic Design. 

For more information, please visit http://www.aue.ae/

About Atlantis, The Palm, Dubai
Atlantis, The Palm is a 1,539 room, ocean-themed destination resort located at the centre of the crescent of the man-made Palm Island in Dubai.  This US$1.5 billion joint venture project was developed with Dubai Government owned, Istithmar. Opened in September 2008, the resort utilizes the 46 hectares site with 17 hectares of water park amusement, further marine and entertainment attractions and a collection of some of the most renowned restaurants including Nobu, Ronda Locatelli, Ossiano and Rostang-The French Brasserie.  Atlantis, The Palm offers an unprecedented entertainment centre, an impressive collection of luxury boutiques and shops and extensive meeting and convention facilities.  It is home to one of the largest open-air marine habitats in the world, with some 65,000 marine animals in lagoons and displays including The Lost Chambers, a maze of underwater corridors and passageways providing a journey through ancient Atlantis.

For more information please contact:

Farah Ibrahim
TRACCS
Tel: +9714 3672530
TRACCS 24/7 Media Hotline: +97150 9448389
Email: farah.ibrahim@traccs.net

© Press Release 2011