Brace yourselves: Off-White has officially opened the doors of its very first Middle Eastern boutique. The brainchild of the brand, Virgil Abloh, teased the launch on his Instagram account via an image of a group of Emirati shoppers clad in traditional wear against the backdrop of the store front. The store resides at The Dubai Mall’s newly opened Fashion Avenue extension, alongside more than 150 luxury brands, including Alaïa, Loewe, Prada, and more.
The new space boasts a complete offering of ready-to-wear, leather goods, accessories, and an exclusive capsule collection. The label’s Spring 2019 collection is also available for purchase. The cult brand’s pieces are also carried by department store Harvey Nichols – Dubai to make it even easier for shoppers to get their hands on the cult brand championed by A-listers Beyoncé, Kendall Jenner, and Bella Hadid, among others.
The announcement first came via Instagram on the new @off___white___dubai page, which teased a shot of a covered storefront, the words “Ironically under construction”, written above “Opening Soon”.
With the launch of an Off-White flagship in Dubai, Virgil Abloh will no doubt strengthen the cult label’s reach in the Middle Eastern market — especially by strategically launching in the world’s biggest and most visited shopping center. The newly minted Louis Vuitton men’s artistic director has already established 24 outposts currently operating in America, Canada, Asia, Australia, and Europe, while the region (alongside Africa) remains an untapped market.
Indeed, an Off-White flagship in the region makes sense. The high-streetwear brand boasts a loyal checklist of Middle Eastern clients, and is revered by It girls from Lebanon to the UAE including Lana El Sahely and Leena Alghouti, who frequently don designs featuring the label’s ubiquitous, diagonal white stripes and endless brand collaborations.