Earlier this year, it was announced that Farfetch had signed a joint venture agreement with Dubai-based luxury retailer Chalhoub Group with the aim of further bolstering its presence in the Middle Eastern market by launching its website in Arabic. Today, the E-commerce platform makes its official and highly-anticipated Middle East debut with a little help from Nora Attal, who is the star of the launch. The British-Moroccan model features in a stunning photoshoot wearing key pieces from the spring 2018 collections, which is accompanied with an in-depth interview.
The 18-year-old model who was first discovered by Jonathan Anderson, founder of the J.W. Anderson label in 2014 was one of the Spring 2018 season’s most dynamic forces, walking for Chanel, Alexander, McQueen, and Giambattista Valli, among many others. She has graced the glossy pages of international magazines and landed the covers of Arabian and British Vogue in the same year. And with her Moroccan roots, she leads the pack of Arab models taking the fashion industry by storm, making her the ideal ambassador for Farfetch’s Middle Eastern debut. The model features on the website alongside the Dubai-based designer behind Precious Trust, Wathek Allal and modest fashion influencer Leena Alghouti.
Additionally, the E-commerce platform has also collaborated with renowned Tunisian artist and calligrapher eL Seed on three original pieces of art that will be exhibited across Dubai for two months, to mark the occasion of its official Middle East launch.
For those who have been paying close attention to the booming Middle Eastern market, the launch of a version of the website in Arabic is hardly surprising. According to José Neves, who founded Farfetch in 2007, the region is one of the largest luxury markets for the website. “The Middle East is so important to Farfetch. We’re thrilled to be able to bring our customers in the region an unrivaled range of beautiful products that they can’t find anywhere else from around the world,” he says in a statement. Farfetch follow in the footsteps of other luxury brands, such as Gucci, who have recently introduced Arabic versions of their websites in an effort to facilitate the online shopping experience of shoppers based in the region.
The new platform will feature specially-curated products from over 880 boutiques and brands, as well as products from Chalhoub Group’s partner franchises, including Level Shoes. The new E-commerce platform also has plans to curate regional editorial content such as product edits focusing on modest dressing and Eid gifting targeted towards Muslim consumers throughout the month of Ramadan.
Below, a few things we learned about Attal from the interview.
On Her Earliest Fashion Memory
“When I was about 6, everyone was wearing leg warmers. Me and my mum went to the shopping centre to buy me a pair, which ended up being bright pink. At the time I was so happy, but looking back it was a mistake.”
On What She Would Be Doing if She Wasn’t a Model
“I’d probably be at university, studying to get into something like criminal investigations, profiling, or law.”
On Her Music Playlist
“I’m listening to Famous by French Montana on repeat. Also eighties albums on Spotify. I actually wasn’t really into older music, but I’ve come to realize that it was actually some of the best.”
On Her Current Obsessions
“Recently I’ve been obsessed with noughties trends. Everyone was so cool and effortless back then. Now I go out in a full Juicy Couture tracksuit with no shame.”
Related Read: Meet Moroccan Model on the Rise & Cover Star Nora Attal
