Procter & Gamble Inc. plans to stage the first 3-D fashion show in the Middle East on Thursday.
The consumer products giant has aligned itself with fashion for the launch of a new formula of Ariel, a more than $4 billion laundry detergent brand. The formula is said to rely on 3-D technology to develop “micro boosters” to remove layers of stains. The global launch begins in Dubai in July and will roll out throughout the Middle East, Africa, Asia and Central and Eastern Europe and Latin America.
In all, press from 28 countries plan to attend the launch event and fashion show — and don 3-D glasses — which will take place at The Address hotel in downtown Dubai on June 30. As a point of comparison, P&G’s beauty launch events generally involve press from nine or 10 countries, said P&G spokesman Kash Shaikh.
The show will feature designs by Aiisha Ramadan, and celebrity stylist June Ambrose will emcee.
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Models strutting the catwalk were filmed on a green screen and then the show was built into a 3-D design, which will shapeshift to look like different environments, including downtown Dubai, said Shaikh. He added the fashion show concept has been in development for a year and a half.
Ramadan said of the collaboration, “Ariel is something I use in my home, like most Middle Eastern women.” The designer has also collaborated with P&G’s beauty brands, namely Max Factor, Pantene and Olay. She describes her approach to design as “Straightforward. It has the simplicity of the West with the flavor of the Middle East.” She said Westerners may see her designs as lavish, while Middle Eastern women may view them as simple. Ramadan shows her designs — which sell for between $3,000 and $7,000 — during runway shows in Dubai and throughout the Middle East. As for her participating in next Thursday’s show, Ramadan said, “This takes it to the next level of going international. It’s great exposure for the brand.” She will follow the runway show with a presentation of the collection the next day.