MINI Beyond Native
The MINI FASHION – BEYOND NATIVE Capsule Collection provides a platform for designers from the region, whose work is shaped by the creative clash of tradition and Zeitgeist. They're intercultural explorers, who are at home wherever their passion takes them, and their work resonates with the thrill of new discoveries and new-found self-awareness.
The Logo.
BOLD PERSPECTIVES. our idea represented a statement, a statment of bravery, MINI Fashion believes in those who aren't afriad to stand out - in those who choose their own path. It's why we put people first - heart over head, relations over ego, and bold ideas over mere performance.
The Key Visual
The Key Visual was create to celebrate individuality, knowing that, when unique perspectives, ideas and passions come together, we all benefit. MINI FASHION isn't just about products. It's about possibility.
Beyond Native Episodes
We introduced three designers from Dubai behind the capsule collection in a launch campaign that included a film, a photoshoot, and a microsite – just to mention a few. The exclusive MINI Fashion Beyond Native collection was then being introduced on the catwalk in Dubai in front of an illustrious audience from the fashion and design industry.
With the Middle East region being one of three selected markets to roll out MINI Fashion Beyond Native -amongst Shanghai and Florence, We had the unique opportunity to tap into a current socio-cultural dialog and reach out to a new target group that is very close to the MINI lifestyle. Markets in which the campaign was introduced in included the UAE, KSA, Qatar, Kuwait, Bahrain, Oman and Lebanon.
ZAID FAROUKI E1.
Zaid, at native from Jordan, has always known that he would pursue a career in fashion due to his belief that “one's choice in clothing is the perfect medium for expressing one's self.” But only after he had graduated from The American University in Washington DC in business administration, marketing, and studio art, did he truly unleash his creativity. He received his fashion design diploma from the Istituto Marangoni in Milano and also attended Central Saint Martin in the UK. Zaid is specialized in couture techniques, embroidery and fabric painting. His one-of pieces include wearable sculptures as well as 3D print crowns that can be worn or placed anywhere in the home. Zaid: “The crowns were a play on my middle name “Taji”, which literally means "my crown" in Arabic.”
ATELIER WAEL E2.
Born and raised in the fastest growing city in the world - Dubai, Wael Hussain stepped into the world of fashion in 2011. Coming from a long family heritage involved in sartorial practices, it was his grandfather who started with dressing the noble of India during the days of the British Raj in the early 1900s. The eldest of the seven sons moved to Dubai in the 1960s and continued the family tradition and soon after Wael's father joined, in the 1970s. Today being the 3rd generation of the family, Wael, who is qualified with a Law degree from the UK has also chosen to continue with the family legacy.
DRESSADDICT BY ARTEM & VICTOR E3.
Artem Gryshchenko and Victor Victorov are the creative duo of the brand Dressaddict. The Ukranian designers, who reside in Dubai, create the brand’s formula based on numerous experiments with forms, cuts, and fabrics. They have managed to make a garment from some of the simplest shapes that have great wearability and versatility. The ethos of their designs has been guided by the highest standards of quality, design, and presentations.
Credit
Kazuko Yokoe: CD Content | Ona Johnson: Account Director | Rolf Eggers: ACD & Episodes Director