Never underdressed

A busy Dubai social calendar demands a wardrobe that can keep up, but how can you always wear something new without breaking the bank, or falling victim to fast fashion?

Newly launched The-Private-Label.com addresses modern-day shoppers concerns by carefully curating pieces by emerging designers from around the world that sit in that sweet mid-range price point with other contemporary fashion labels such as Ganni or Cult Gaia.

 

 

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What makes this Dubai-based platform stand out even more is the fact that it solely focuses on party dressing and streetwear. This is where you go for glamour, and to feel like you’re ahead of the fashion pack by choosing names that are established among those who are in the know.

Founded  by entrepreneur Priya Jelly, who brings a wealth of knowledge, innovation and expertise spanning over six years in luxury retail, The-Private-Label.com only stocks what she would wear herself. With 15 brands on board so far, her mission is to dilute the world of e-commerce and make it more palatable for those of us who don’t want to scroll through thousands of of items to find a perfect LBD.

 

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“Globally, we are in need of supporting emerging brands and build them internationally to have a solid platform to find undiscovered talent the world over,” Priya explains. “I hope the range of pieces available on The-Private-Label.com offers and empowers women in the Middle East to feel confident, worldly and sexy in their femininity and know that they are truly wearing something different.”

As well as international brands, you can also expect to find names from the Middle East such as Dubai-based Lebanese fashion designer DIMA AYAD. There is also S.A.D.A.F.A – a cool and contemporary collection of clutches drawn from rich Egyptian traditions and artisanship, as well as Turkish label SELMACILEK that uses vegan leather.

 

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With prices ranging from around Dhs300 to nowhere more than Dhs6000 for an embellished gown, this is the perfect destination to feel like you’re keeping up with the trends without paying a high price. You’re also showing love for emerging names that understand quality, and most importantly, you’ll never be snapped wearing the same dress as someone else at a party.

Credit cards at the ready

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