Images by Cindy ReFrame
Landmark’s fashion flagship brand ICONIC hosted its first ever youth fashion show with student models showcasing the AW’16 collection.
Held at the scenic Waldorf Astoria Hotel, on Palm Jumeirah Island, the drive in never fails to remind us of the splendor, extravagance and future possibilities of Dubai, the vision at Landmark group is correct in its assessment that sees students should be given their platform and a boost.
The casting itself turned out auditioning youths in droves. Just watch the video of that on their page for proof of that.
The lucky crew who made the final cut also got benefit of a few days of extra personal development training in the form of a nutrition lecture by nutritionist Rashi Chowdhary @rashichowdhary as well as fitness and grooming sessions.
This youth-oriented fashion show is a great platform to highlight the real consumer and create a new generation of fashionistas. There will be an extensive training process that will help them gain the confidence they need to be able to project themselves effectively in this cut-throat industry,
says Raza Beig, the CEO Splash and Iconic and director at Landmark Group.
The Autumn Winter 2016 show looks consisted of plenty of bleached and light denim, stark monochrome tops with standout graphics logos which made you want to hang around longer just to read what they said, and ample nude/beige neutral palette separates plus modern accessories.
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Other notables on the night included punched up so-cool-they’re-frosted graphics at the start from the supertalent that is VJ Coldfusion @vjcoldfusion, video resident at Zero Gravity amongst other places, and after music provided by DJ Bliss.
The Iconic website iconicstores.com is worth a look with Womens, Mens, Kids, a cool active blog, and a bangin’ gallery. Don’t forget that the store offers discounts to students with its own Student Card at a decent 15 per cent all year round. This is a great form of customer service and consumer loyalty, CSR corporate social responsibility that this brand really deserves a mention for getting right.