Exclusive high fashion event in association with Quintessentially and Al Barari
Swarovski proudly announces the launch of CRYSTALLIZEDTM - Swarovski Elements, a new product brand for the Middle East, in an exclusive, high fashion event dubbed SeVen. Region's top fashion designers use latest brand of crystals in made-for event fashion masterpieces.
The by-invitation only event, to be held on the 28th of November at Burj Al Arab, features seven of the region's top designers - including Walid Atallah, Arushi, Rami Al Ali, Ezra, Sohad Acouri, Furne One, and Michael Cinco - showcasing their finest haute couture masterpieces and creatively integrating CRYSTALLIZEDTM - Swarovski Elements as part of the fashion ensemble.
"SeVen is essentially our way of communicating the seven brand values of CRYSTALLIZEDTM - Swarovski Elements. And in launching this new brand, we could not have thought of a more appropriate platform than by inviting the region's best designers to create their masterpieces using CRYSTALLIZEDTM - Swarovski Elements in this stylish, exclusive and elegant fashion event," said Werner Baumgartner MD Swarovski Middle East.
SeVen, organized in cooperation with luxury lifestyle firm Quintessentially and high-end property developer Al Barari, will also highlight the emerging fashion genius of the region, which has seen an explosion of talent comparable in creative sophistication and design elegance to many established designers in the West.
Throughout the show, each creation will be unveiled symbolically by an international model, representing the designer's vision and artistic expression of the core brand values of CRYSTALLIZEDTM - Swarovski Elements .
"To reinterpret Catalysing Imagination, we chose the period of the Renaissance when profound visionaries imposed innovations and provocative impressions in the arts and knowledge that continue to astound our sensibilities to this day. The "Clio costume" and the accessories express the mystical grandeur of her status with the use of luxurious fabrics and opulent embellishments. The inspiration for embroidery is achieved with the innovative use of the diverse range of CRYSTALLIZEDTM - Swarovski Elements from which the extraordinary is attained," said Arushi one of the featured designers.
From the Renaissance to contemporary times, Ezra Santos promises a beguiling take on Technological Turns Lyrical as expressed in modern technology. "Cold, hard-edged technology is not without its soft side. It is the mind's eye that sees its malleability. In it, you see beauty in the rhythmic cadence in the searing industrial assembly line amid our hunger for technological supremacy. Or that we see technology only as an excuse for all our human foibles and covetousness. And yet, beauty is its own excuse. Like the furnace in the mind's eye trailblazing into something far greater than the sum of its parts; like the evanescent light, subtly blending with the ethereal; and yet so much like the precision of crystals," Ezra explained.
Rami Al Ali, for his part, was assigned the Love at First Light, and turned to Cupid for inspiration who is known to be the son of Venus, goddess of Love. Giving a preview of his creation, Al Ali said, "I conceptualized the myth by depicting Cupid instead as a winged woman, clad in a Greek-inspired dress, adorned with bow and arrow all crystallized with Swarovski components which vividly emphasize the message of falling in love at first sight with crystals through how it was applied in one of the greatest figure of Love."
Waxing poetic about his experience, Sohad Acouri said: It is hard to explain what I went through, from tension to anxiety and a pressure of a message that wasn't easy to translate in crystals and fabric. In the end, I came up with a concept to capture the coded message in poetry that will embellish the dress in a new code, and in the process breaking conformity."
"SeVen delivers a unique, high-end fashion event that will gather 300 of the region's cream of the crop for a good cause. This will be the hottest ticket in Dubai as far as luxury event goes, and it is going to make difference in the lives of others," added Adrian Koenig, MD of Quintessentially.
Mr. Koenig said that supporting this highly exclusive event enables the company to give its clients the opportunity to enjoy what is expected to be a night of elegance, sophistication and lavish entertainment. "On the one hand, it complements Swarovski's premium positioning & unveils their new brand CRYSTALLIZEDTM - Swarovski Elements. So it's an ablsoute pleasure being associated with this event ," he continued.
The luxury experience begins with a red carpet welcome for the all the guests, as they alight from their respective limousines. Inside, exquisite ambient lighting and crystal accessories heighten the lavish feel of the venue, complement by the soft furnishings and elegant decorations.
A mouth watering selection of Hors D' oeuvres ranging from oysters and caviar will be offered to guests, as well as a great slection of the finest beverages.
During the fashion show, a tailor-made soundtrack has been commissioned to accompany the unveiling of each designer's masterpiece. With each unveiling, the music changes to create a unique audio-visual spectacle never before seen in a fashion show.
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For further information on the press activities, please contact:
Irina or Shenoy
ekadaa PR
Dubai, U.A.E.
Tel : ++ 971 4 391 2100
Fax : ++ 971 4 390 4740
Email : irina@ekadaa.com
Email: shenoy@ekadaa.com
© Press Release 2007
