On Thursday 14th December, American Vintage officially opened its doors at Dubai Mall with a special launch event. From 12pm – 3pm shoppers were lucky enough to receive styling tips from fashion influencer Kat Lebrasse, customised t-shirts with embroidered designs and goody bags. The essence of American Vintage is its effortless relaxed style which is given a sophisticated twist and guests on the day certainly reinforced the quality that must be felt to be believed!
Despite the name, American Vintage is a French brand that now operates from over 140 stores and points of sale across the globe and has since become synonymous with informal, easy to wear pieces that every woman and man can experience and enjoy. Put simply, the brand has redefined the definition of basics into trendy and timeless pieces. These are simple, stripped back clothes made from the purest and most comfortable of fabrics, featuring unique details, and this desirable combination makes them a joy to wear.
The layering of “second skin” fabrics plays an important role and is central to the Autumn/Winter 2017 collection. “Homewear” pieces are just that – beautiful fluid separates in which to lounge and relax in your own environment. They comprise loose pants and long sleeve T-shirts, which can combine with simple and elegant cotton lingerie. Add an oversized knit in jersey or ribbed wool to create a gorgeous cocooning effect for the ultimate in luxurious comfort.
The appropriateness of colour is a key element of the brand’s DNA, with over 200 colours developed every season, and this endeavour is clear to see in the Autumn Winter collection. The colour palette this season is sometimes soft and muted – hues of light beige, cream and greys abound, or offering earthy, nature inspired tones of russet, brick and botanical green. The layering concept, another characteristic of the brand, is ideal for the winter months of the UAE, where the temperature can fluctuate between sunrise and sunset. The purity of fabrics enables skin to breathe, while soft cotton linings promise comfort and flexibility for ease of movement.
The Dubai mall store is the third American Vintage outlet to open in Dubai, the others being located inDubai Marina Mall and City Walk. With little marketing to date, the brand’s loyal and fast- growing customer base is testament to its completely unique offering and it has up until now enjoyed a “best kept secret” status. With the establishment of the Dubai Mall store in a prime location on the first floor close to Fashion Avenue the secret is all set to be firmly out and the brand is looking forward to becoming a beloved wardrobe staple across the UAE.