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Celebrating the concept of art is fashion, the
recently concluded Splash Spring Summer’14 fashion show explored varied
possibilities of art applied to garments, where each was seen as a blank canvas
for free artistic expression.Titled ‘Art of Fashion’, the show featured this
season’s newest works of art which will be seen hanging in all Splash stores
across the Region. Held at Dubai Studio City, the show enthralled a 3000 strong
audience of style-conscious aficionados from across
the Region.
Tugging at the season’s trends Splash
presented an inspiring and artful new collection that draws from the bold work
of pop art to influences of tribal artistry to the structure of constructivism
and the surrealism of prints. The posh, contemporary evening saw 45
international models sashay down the catwalk which was an industrial space
created into an art gallery, offering a clean, minimalist and urban feel. The entire
set used only three colours white, teal and grey while real colours were added
by way of custom-made art installations and the runway collection.
Inspired by the season’s trends and the recently
concluded catwalk extravaganza, Raza Beig, CEO, Splash & ICONIC, said," At Splash we have always
strived to work on unique concepts and sets and this season we got
inspired by the fact that fashion is an art form and one that is very
influential. A season that is all about structure and minimalistic fashion our
runway was a mix of pop to abstract art to nuances of tribal art and surrealism
as we presented a collection of high street must haves.”
“With an aim to maximize the reach of our shows
and celebrate fashion on a larger scale, we live streamed our 3 shows on all
our social media platforms along with other leading online platforms across the
Region, where a
million or more fans and consumers watched the show.”
Raza added further.
As the
20 minute action on the ramp came to a halt, the art gallery setting of the
show was instantly converted into the after party arena where guests danced
into the wee hours of the night on the latest hits.The VIP show was
attended by UAE’s crème de la crème where Raza Beig walked the red carpet for
the finale along with Nisha Jagtiani, amidst a thunderous round of applause.
Continuing with the lineup of the two consumer shows, fashion followers and
Splash customers also got a taste of the season’s most awaited runway action
across 2 shows earlier in the evening.
With the SS’14
blockbuster trends already at the top of every fashionistas shopping list, the
Splash runway married themes beautifully with each other to offer high-voltage
fashion. The show started with Popism, a trend that exhibits the surge of pop
inspired fashion and is influenced heavily by the likes of Andy Warhol and Roy
Litchenstien. Application of artwork to
garments with a strong primary colour palette and bold geometric patterns this
was one of the boldest collection so the runway. Next in line was Sketch Art where freedom of
expression is key with sketching, paint splatter and scribble inspired prints
forming the core. Just as art combines opposite textures on a canvas, the
Splash collection included combinations like sheer with solid, shiny with matt
and embellishments with strong clean modern lines, bringing a whole new
dimension to clothing.Dominating the runway were trends like cubism and
constructivism which are key for the season in terms of shape influences and introducing
a clean minimalist fashion future.
The season
promises to be print dominated with the most conversational prints and bold
designs where photo-real surrealist collages are fashioned and applied to
formal jackets, casual tees and sweaters. The mixture of abstract art and
visually impactful brush strokes are applied to garments as if painted by hand
offering a line-up of head turning pieces. Last but not the least is Tribalism,
a popular theme that is reborn in a whole new form. Bold and bright ikat tribal
designs with flashes of neon with a big emphasis on body conscious silhouettes
are must haves. Not to be left behind are accessories with particularly artful designs
like fruit adorning neckpieces, clutch bags with raffia fringing and oversized
tassel decorations.
A combination of visually stimulating and thought
provoking collection the, Splash SS'14 wardrobe presented on the runway will be
available from now until June’14 in store.
About Splash:
Headquartered
in Dubai, Splash is Middle East’s largest fashion retailer and part of the
Landmark Group, one of the biggest retail conglomerates in the Middle East,
India and Africa. Founded in 1993 as a single brand store in Sharjah, Splash
has grown to over 200 stores and 50 brand stores across 14 countries.
Showcasing
popular collections for men, women and teens, Splash has revamped its existing
product portfolio and introduced a uni-brand concept across its stores
providing a comfortable and easy shopping environment. Alongside, Splash also
houses a gamut of international brands under its portfolio like Lee Cooper,
Bossini, ELLE and Being Human among others. Celebrating Turning 20, Splash has
roped in Salman Khan as the brand ambassador and introduced a new brand
campaign ‘Love Splash, Love Fashion’ that plays on the brand's long standing
affair with fashion.
As a brand Splash believes in constantly
being a trend-setter in the region and has successfully created some of the biggest and most popular brand properties/events
like the bi-annual fashion shows, the Limited Edition Calendar launches which
have now become part of the social calendar of the Region. With constant
revamping of the marketing portfolio, newer forms of communication are added
and channelled to keep the consumer involved.
Splash has
received several significant industry accolades that include being awarded the
“Superbrand” status 2013 which is fourth in a row for the brand along with a
‘Powerbrand’ status for 2013. Also listed in Forbes Arabia’s “Top 40 Arab
Brands” list, Splash has also been awarded at the Grazia Style Awards 2010, as
‘Best place to Spend AED 500’. A winner of several marketing awards of great
significance, Splash has also won the Most Admired Marketing Campaign at the
Retail ME Awards 2011 along with the Most Admired Retailer award.
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