After launching its e-commerce website last year, the Dubai-based ethnic chic label Mochi has further consolidated its online presence by offering its embroidered pieces on Asos.com.
This is the first time that the giant British e-fashion store has taken on a Middle Eastern brand (Mochi is the brainchild of Ayah Tabari, the Riyadh-born, Palestinian designer who launched her line in 2013). Some of Tabari’s signature pieces, which take inspiration from far-flung destinations, can now be purchased on Asos.com: the Thailand U Back dress, Lulu crop and flared skirt, and the Jaipur mirrored jacket and shorts, to name a few.
“It is very exciting to be a part of the Asos.com family, it takes the brand to a whole new level,” said Tabari. “The Middle East is and always will be the brand’s home, but entering new markets gives us more credibility to sit alongside the big players in the industry and be noticed by other internationally renowned retailers.’’
Indeed on its way to making a name outside the region, the brand’s vibrant aesthetic has the seal of approval from the favorite “It” girls of the moment—Cara Delevingne, Gigi Hadid, and Rita Ora.
—Stephanie Khouy
