Further proving Dubai’s ‘new fashion capital’ status, Christopher Bailey, is in the UAE today to host The Art Of The Trench, a private event showcasing the heritage and craftsmanship of the trench coat.
The chief creative and chief executive officer of Burberry is in Dubai with model-of-the-moment Suki Waterhouse, who is one of the stars of Bailey’s Burberry trench campaign.
The VIP The Art Of The Trench fashion event will take place in Burberry’s flagship store in Mall of the Emirates. Modelled on Burberry’s iconic London Regent Street store, it’s the brand’s largest shop in the region with a Burberry Beauty area complete with a digital lip and nail bar, which allows you to virtually try out the latest shades before you buy.
However, Christopher Bailey is also in town for the filming of the latest series of the Art of The Trench – an ongoing photography project that encourages users to take pictures of people in Burberry trenches in all weather.
Latest year’s Art of Trench campaign starred tastemakers and influencers from the UAE and GCC. Bringing it even closer to home, the latest series was filmed yesterday in Dubai and for the first time, it was live streamed on SnapChat, with Burberry sharing content in real-time direct from Dubai.
The live Burberry shoot marked the culmination of six months of Burberry Art of the Trench activity, which celebrates creative influencers across the Middle East.
Stars of this season’s campaign included British Burberry model Suki Waterhouse, Lebanese singer Nina Abdel Malak, Egyptian/Italian model and philanthropist Elisa Sednaoui, Emirati comedian Bin Baz and Kuwaiti fashion influencers Ascia AKF and Ahmed ASB. The ‘models’ were shot wearing their favourite trench as they explored Dubai.
Christopher Bailey is renowned for combining fashion with technology. It was one of the first fashion brands to join social media, it was also the first to livestream catwalk shows, as well as sell clothing directly off the runway. Last September, Burberry and Snapchat announced the first ever Snapchat Show, inviting Burberry followers globally to see a preview of the collection the day before the official runway show. Looks from the collection were shared live as finishing touches were being made in Burberry’s headquarters in London – an industry, platform and brand first.
Suki Waterhouse gives us a glimpse into the behind the scenes of her Burberry shoot