Not Just a Label (NJAL), the online shop that specializes in sourcing the intriguing yet relatively unknown designers, just got a touch cooler. The brand has picked Dubai as the location to open its first brick-and-mortar pop-up shop, which will be housed at the Dubai Design District (d3) during the three-day Meet d3 event.
The 800 square-meter pavilion will be set up from April 2nd to 4th, and will house 200 of the 18,000 emerging designers that NJAL—a long supporter of budding talent—currently showcases. Included in the mix will be Dubai-based Bint Thani who has created a 3D dress in collaboration with Inter | Act. “At NJAL, we always saw ourselves at the intersection between the online and the physical worlds,” said Stefan Siegel, NJAL’s founder, while talking to Style.com/Arabia. “Being able to show the incredible artisanship and skills that make our designers stand out globally is really a unique opportunity.”
Though the spotlight will be on fashion, NJAL will also highlight its multidisciplinary focus by holding film screenings, workshops by the British Council, trend-forecasting seminars, and live performances from the likes of Bradley Zero and Dub FX. It is ironic, yet fitting, that Siegel who has long given design pioneers a platform to sell is himself being given a shot to raise NJAL’s profile. “We are grateful that d3 has given us carte blanche to demonstrate what we are able to do by bringing over 200 designers from five continents together under one roof,” added Siegel. However, following this, NJAL’s status as “under the radar” will very well be in jeopardy.