Tired of mindlessly scrolling through all the “just in” lists online in hopes of finding that perfect blazer or beautifully cut white shirt?


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Shopping for your staples and minimalist pieces is actually a lot harder than bagging the latest trends. Perhaps that’s the reason why we go back to the same brand time and time again, or pick out the same outfit in our wardrobe despite it bursting with new high-street purchases.

A recently launched Dubai-based online platform ATTUALE is offering a solution for women who are tired of fast-fashion and want to shop sustainably. One of the best ways to do it is to simply buy less, but in a smart way. ATTUALE has carefully curated their edit that enhances your every day wardrobe with pieces that transcend trends.


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Not only that, but the digital space is solely focusing on contemporary and emerging global brands that have previously not be readily available in the Middle East.

Attuale, Italian for contemporary, is a start-up company founded by Giuditta Spezzapria, with the ambition to explore and narrate more meaningful content, through fashion and technology.


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Giuditta, having spotted a gap in the market has created a one-stop-shop where you can browse affordable, ethically made, high quality brands. Having teamed up with ex Boutique 1 buyer Katharina Erasin, the pair have curated a selection of exciting labels, many of which are sustainable. Expect Christopher Esber, Simon Miller, Milo Maria, SIR, Matteau and Georgia Alice and more.

There’s also a strong edit of accessories, as well as cult beauty brands including Davines, Bakel and Part of Four.

It’s breath of fresh air in a congested fashion environment.

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