In Dubai for the Dubai International Film Festival, world-famous fashion designer Kenneth Cole hosts an exclusive event at his Mall of the Emirates Store

Dubai, 10th December 2007: Last night marked a historical fashion event in Dubai, with Kenneth Cole making a personal appearance to showcase his provocative and cutting edge ad campaigns from the past 25 years at his Mall of the Emirates store that had been transformed into a New York style gallery for the one off event.

During the exclusive event, Cole also created a unique slogan "IT'S EASY TO LOOK HOT IN DUBAI. -KENNETH COLE", which he etched on canvas. Stylish models wore the latest 'Awearness' T-shirts bearing the slogan 'To be aware is more important than what you wear'. US$10 from the sale of every T-shirt is donated to the Awearness Fund to fight AIDS and help the homeless.

With six stores in the UAE, three stores in Kuwait, Bahrain and Oman and plans to open further stores across this region, Kenneth Cole is fast gaining popularity across the Middle East.

Speaking at the event Cole said, "My advertising campaigns address social realities and circumstances, and I like my customers to draw their own conclusions. However, I'm not asking people to change their beliefs or opinions. My advertising is thought provoking and provocative and gets people to think."

The fashion-conscious guests who attended the event also received a special 25 percent discount on all purchases and took home a personally signed bottle of the latest Kenneth Cole fragrance, 'RSVP'.

As Chairman of amfAR, The American Foundation for AIDS Research, Cole is visiting Dubai for the Cinema Against Aids charity event at Dubai International Film Festival to raise money for the organisation proving his role is far beyond heading up a multi-million dollar line of clothing and accessories. Cole believes the fashion industry should be used as a platform for expressing important social issues.

"Fashion is often construed to be irreverent and frivolous, and I have a hard time accepting that. The fashion industry is very relevant. It is a reflection of us both as individuals and as a community," Cole continued.

Kenneth Cole is a man who knows how to attract attention. Since 1986, when the infamous "Imelda Marcos" ad ran -- "Imelda Marcos bought 2,700 pairs of shoes. She could've at least had the courtesy to buy a pair of ours"-- Kenneth Cole's ad campaigns have become world-famous.

While provocative, his advertisements stop short of advocating a clear position on most subjects, allowing his customers to make their own conclusions: "For every dollar a man makes, a woman makes 75 cents," "Four out of 5 people who witness a crime do nothing," "One in 27 people executed is later proven innocent," or "One-hundred people contract HIV every 10 minutes."

Aside from striking advertising campaigns, Cole's clothes and accessories make looking smart and sophisticated very easy. Since the first Kenneth Cole store opened in New York in 1987 and introduced accessories like handbags in the early 1990s the brand has grown to one of the most successful, sought-after fashion and shoe labels in the world. From timeless basics to fashionable, of-the-moment pieces, the Kenneth Cole brand is targeted to appeal to fashion conscious consumers, reflecting a casual urban perspective and a lifestyle uniquely associated with Kenneth Cole.

Apparel Group, the leading retailer behind Kenneth Cole in this region, currently operates in 10 different Middle Eastern countries.  With over 30 different fashion and lifestyle brands on their client list and 350 stores throughout the region, the Apparel Group's vision aims at being the premier source of contemporary fashion in the Middle East. Some of their well-established brands include: Bally, Tommy Hilfiger, Kenneth Cole, Nine West, The Athlete's Foot, Sketchers and Raoul.

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For further information:
Keren Gatty Saunt
d'pr
Tel: +971 4 3311104
Email : keren@devents.ae

© Press Release 2007