Dubai, UAE, September 6, 2016: Dubai’s fashion elite have a chic new shopping destination in town as Al Futtaim group announces the launch of French fashion house, ba&sh, which will open its doors in Dubai’s City Walk at the end of September.
Since its launch in 2003, the ba&sh label created by best friends and co-founders, Barbara Boccara and Sharon Krief, has evolved around the concept of the “ideal wardrobe” with every-day-pieces made of sumptuous fabrics, with the right balance between femininity and sophisticated cuts. The label has gained immense popularity across Europe since its conception, with celebrity fans including Josephine de la Baume, Neelam Gill and Daisy Lowe.
'We wanted to design for women like us - working women with children, real women,' said Sharon as she spoke of the philosophy behind ba&sh. 'It's a way of life - a place for women to feel beautiful, feminine and well. Each piece is designed to make women feel attractive and comfortable.' The brand personifies the Parisian woman with collections that convey both effortless sensuality and stylish elegance.
The co-founders are excited about the expansion of the brand in the Middle East region and said: “We are opening our first store in the United Arab Emirates.
This will be the first boutique in the Middle East and will be the brand’s regional showcase.” The brand will display its fall collection at the City Walk store.
This fall, ba&sh is placing freedom, femininity and comfort at the heart of its collection. The looks for the season are infused with an ultra-feminine allure and warm tones of deep red, saffron, and khaki; blending in to a range that is easy to wear both in the office and on the town. The styles sport a mix of embroidered blouses in luminous colours, long dresses decorated with floral prints, skirts, jumpsuits, flared jeans, knit sweaters, coats quilted with daring prints, and fringed boots.
Barbara Boccara and Sharon Krief are two childhood friends who created ba&sh in 2003 by blending their names and style.
A fashion house of signature contemporary style in the accessible luxury market, ba&sh is an authentic brand with international influence which offers a free, feminine style and Parisian look through its 100 shops and concessions in 2016 and planned 130 at the end of the year. 2015 was defined by the L Capital and Groupe Arnault equity buy-in.
Established in the 1930s as a trading business, Al-Futtaim is one of the most progressive regional business houses headquartered in Dubai, United Arab Emirates. Al-Futtaim employs in excess of 42,000 people and operates through more than 200 companies. The group has significantly expanded its business operations in recent years through a strategic acquisition plan and has entered a number of new territories, increasing its footprint beyond the GCC and Greater Middle East to encompass South East and North Asia, Australasia, East Africa and Europe. Structured into four operational divisions; automotive, financial services, real estate and retail. The success of Al-Futtaim is attributed to proactively managing change whilst upholding the values of integrity, service and social responsibility. The majority of businesses, built on a portfolio of world leading brands, dominate their sector.