House of Fraser SS15 brings key brands to the Capital

As a Dubai resident attending the preview of Spring/Summer 2015 collections at Abu Dhabi’s House of Fraser located in World Trade Center Mall, I was expecting to find a somewhat ordinary department store with more or less of the same brands brought in from the UK.

But the four-floored Abu Dhabi location, which was in fact the store’s very first international flagship, offers a curation of exciting international brands chosen especially for the Middle East market.

From the latest collections of chic casual wear to the carpeted cove of glamorous gowns, it’s clear that buyers are skilled in spotting contemporary yet classic designs that appeal to Abu Dhabi shoppers, especially with the inclusion of local and regional designers. That includes embroidered statement pieces by Mochi, pastel and metallic reversible abayas by Bleach and cool summery kaftans from Kaleidoscope by Mimi, to name a few.

Deluxe denims, seventies’s prints and sports luxe are some of the key SS15 trends highlighted in the store. There’s a wide range of denim brands, including celebrity favourites including 7 For All Mankind, True Religion, Current Elliott and J Brand. Aside from classic jean cuts, denim dresses, shirts and skirts are also showcased.

Contemporary womenswear brands like Karina Grimaldi, Haute Hippie and the luxury shirt label Equipment, offer some sweet prints for SS15, including busy botanical florals, boho-style paisleys and vivid psychedelic prints, mirroring textile trends seen on recent runways. Silhouettes are versatile, with easy-to-wear tops and tunics, palazzos, relaxed jumpsuits and jersey dresses.

In eveningwear, ML by Monique L’Hullier encapsulates elegant minimalism with floor-length gowns in fabulous jewel tones. Other brands feature dramatic drapery, luxe laces and extravagant embellishments, in designs that speak to the opulent tastes of UAE shoppers.

The UAE’s second House of Fraser is due to open in the coming months in Yas Mall.