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.
Serviceplan Group Middle East 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, Serviceplan Group Middle East had the unique opportunity to tap into a current socio-cultural dialogue 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.
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MINI Middle East