DUBAI — The Al Tayer Group, one of the Middle East’s largest fashion retail operators, is commemorating the 10-year anniversary of Amber, its customer loyalty program, with a series of bespoke shopping experiences in partnership with Vogue Arabia. The event, The Vogue x Amber Fashion Weekend, on September 14 and 15 will mark the launch of the fall collections across 30 of the group’s fashion and retail brands at The Dubai Mall and Mall of the Emirates. The event represents the first time in the history of Al Tayer Retail that brands have collaborated across the company’s portfolio on one activation.
“It really works well with our Amber portfolio because it’s relevant across all our brands, from Gap to Armani,” said Lori Rhodes, head of marketing at Al Tayer Insignia. “Vogue Arabia is also in English and Arabic which is important to us because it speaks to a wide audience and can help bring in new customers.”
The company will host events across beauty, luxury, contemporary and high street fashion through activities including a Vogue photo exhibition, pop-ups with picks from Vogue editors, styling and beauty master classes, denim and shoe customization, designer appearances and an Aveda sensory journey. Participating brands within the Al Tayer portfolio include Alexander McQueen, Armani Exchange, Banana Republic, Bloomingdale’s, Brunello Cucinelli, Charlotte Olympia, Coach, Diane von Furstenberg, Emilio Pucci, Gap, Rag & Bone, Giorgio Armani, Harvey Nichols, Jimmy Choo, Marni, Roger Vivier and Stella McCartney.
This is the first time Vogue Arabia is hosting such an event under the stewardship of new editor Manuel Arnaut, who was appointed last spring. Arnaut will host a presentation of the new fall collections at Harvey Nichols.