The lure of lux­ury

The National - News - Luxury - - THE STYLE LIST -

I was quite a re­bel­lious child and still am. I’m al­ways try­ing to find ways to make my own de­ci­sions,” says Selina Neri, the co-founder of the Dubai-based on­line bou­tique Dadu Luxe, which launched last month. It was this de­sire to go against the grain that pushed Neri to leave her child­hood home of Italy and ven­ture out into the world, lead­ing to her even­tual run-in with Dadu Luxe’s orig­i­nal founder, Dur Fayez. Dadu Luxe was first en­vi­sioned in 2006, when Fayez launched the Dadu ac­ces­sories bou­tique in her na­tive city of Jed­dah, Saudi Ara­bia. But it was only when Fayez and Neri met in London in 2011, and were able to com­bine their common in­ter­ests of fash­ion and lux­ury, along with their mod­ernistic ap­proach to style, that the Dadu Luxe web­site was fully con­cep­tu­alised.

The on­line bou­tique of­fers cus­tomers a per­son­alised face-to-face shop­ping ser­vice, where Dubai-based per­sonal shop­pers will ar­range a one-on-one ap­point­ment for clients to try on pieces from Dadu Luxe’s se­lec­tion in the com­fort of their own homes, and be­spoke fash­ion events where clients can shop in the most in­ti­mate and ex­clu­sive sur­round­ings. The site cur­rently boasts 34 in­ter­na­tional de­sign­ers, of­fer­ing a mix of lux­ury fash­ion and ac­ces­sories brands – in­clud­ing Elie Saab, Alessandra Rich and Ja­son Wu – as well as con­tem­po­rary de­sign­ers and col­lab­o­ra­tive, one-off pieces, ex­clu­sively avail­able on the Dadu Luxe web­site. For its launch cam­paign, Dadu Luxe teamed up with the lo­cal de­signer Essa to cre­ate a limited-edi­tion ka an col­lec­tion. “We have the most gor­geous col­lec­tions,” Neri says. “From Chan­tilly lace, taffeta and jacquard by Alessandra Rich to cas­cad­ing chif­fons by Elie Saab, to per­fectly cut sil­hou­ettes by Rok­sanda, Ja­son Wu and Pra­bal Gu­rung, to lux­u­ri­ous silks and in­tri­cate em­bel­lish­ment by Maiyet and Peter Pilotto, not to men­tion flats and heels by Sophia Web­ster, Tabitha Sim­mons and many oth­ers. We se­lected the brands we love and wear and whose phi­los­o­phy, qual­ity and cre­ativ­ity is in line with the spirit of Dadu Luxe.”

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