The brand’s first stand-alone store
Earlier this month, Kristina Fidelskaya launched their ‘I AM KRISTINA’ to tease their flagship store’s arrival at The Dubai Mall. The store opened its door on January 13, in the luxurious Fashion Avenue in the world’s largest shopping mall.
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The ‘I AM KRISTINA’ campaign was launched in two waves. In the first wave, the brand partnered with a diverse group of Dubai-based influencers, each of whom embodies the traits that represent the label. Kristina is targeted at empowered, strong, and courageous women who are always on the go. Each of the social media personalties posted a picture of themselves in a ‘I AM KRISTINA’ t-shirt to hype and promote the homegrown brand’s reveal.
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For the second wave, the label worked again with the influencers, this time to reveal the stores launch date. They each posted photos on their Instagram showcasing the Kristina Fidelskaya collections. Furthermore, there were billboards all over Sheikh Zayed Road, as well as screens in The Dubai Mall, showcasing Kristina posters with relatable captions like: “I AM STRONG”, “I AM FIERCE”, “I AM STYLISH”, “I AM KRISTINA.”
The store decor is inspired by the label’s signature themes of minimalism and androgyny when it comes to their collections. The brand hopes to make women feel comfortable, elegant, and modern through their clothes.
Media: Instagram
