April 2021

Middle East Fashion Week to present The Atelier Couture by Professor Jimmy Choo, OBE

Middle East Fashion Week to present The Atelier Couture

Legendary creative talent will introduce his ‘Art Nouveau’ inspired SS22 Collection at the inaugural edition of Middle East Fashion Week

Middle East Fashion Week is delighted to announce its collaboration with Professor Jimmy Choo, OBE, at its inaugural event this May, with a highly exclusive presentation of the SS22 Atelier Couture Collection by Prof. Jimmy Choo, OBE. The news comes as the latest addition to the growing roster of international and regional names scheduled for Middle East Fashion Week, taking place at the Atlantis 14th-19th May, Palm Jumeirah.

Mr. Yew Loh, CEO of The Atelier Couture proudly comments “We are very happy to take part in the Middle East Fashion Week that will take place next May in Dubai. It is a new opportunity where East meets West and where sustainability and the fashion industry took a step forward. The Atelier Couture and its creative director Professor Jimmy Choo, OBE would have loved to be there on this special occasion, but due to the Covid situation, it is not possible. So we hope that you will enjoy this collection inspired in Art Noveau and where we have experimented with new techniques and colors that express hope for a wonderful future to come.”

Making its Middle Eastern debut, the SS22 Atelier Collection is inspired by the “Art Nouveau” period, drawing inspiration from the works of representative artists in different fields, such as French glass designer René Lalique’s Dragonfly Woman corsage ornament, Belgian architect Victor Horta’s representative work Hotel Tassel and Spanish architect Antoni Gaudi’s Cornette’s Sagrada Família Schools.

New graphics, designs and patterns are brought into the 21st century, elegantly harmonizing organic lines with flaura and fauna in a contemporary yet classically feminine aesthetic. Nature is brought into artistic balance with the modern age as pieces reference a fusion of the stems of flowers and plants, the wings of insects and birds and other natural modeling elements created on delicate lace and embroidery patterns. The collection follows the brand’s classic princess dress design, luxurious handcrafted decoration and emphasizes a more delicate naturalistic style, embedding beautiful symbols of design through modern craftsmanship to present the dream of coexisting art and romance. Above all, femininity is merged artistically and seamlessly into each design, bring the idyllic dreams of girls everywhere to life through silhouettes that are natural, beautiful, romantic, sensual, classical and retro.

Professor Jimmy Choo, OBE is regarded as one of the world’s leading creative talents, who has designed for an array of celebrities and iconic figures including the late Princess Diana. In 2017, Professor Jimmy Choo OBE joined The Atelier as design director and creative director and subsequently made his debut at Shanghai Fashion Week with the collection “The Atelier, The Stars” to great acclaim.

Simon J Lo Gatto comments, “We are pleased to welcome Professor Jimmy Choo, OBE to the region to present his exquisite pieces within the Middle East Fashion Week schedule. As a fashion ‘legend’, it is a strong statement of intent for the first edition of our Fashion Week and the calibre of designer that we look to attract moving forward.”

Middle East Fashion week is poised to deliver a programme that reflects the best of East and West through a number of runway shows, presentations, forums and VIP events. The involvement of The Atelier Couture by Professor Jimmy Choo, OBE and the presentation of the SS22 Couture Collection marks another step forward for the luxury in-person fashion event of the season. Both the event and the collection, give hope to a renewed sense of vitality, luxury and sustainability in a post pandemic world.

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