Middle East Fashion Week is delighted to announce its collaboration with Professor Jimmy Choo, OBE, at its inaugural event this May, with a highly exclusive presentation of the SS22 Atelier Couture Collection by Prof. Jimmy Choo, OBE. The news comes as the latest addition to the growing roster of international and regional names scheduled for Middle East Fashion Week, taking place at the Atlantis 14th-19th May, Palm Jumeirah.  

Mr. Yew Loh, CEO of The Atelier Couture proudly comments “We are very happy to take part in the Middle East Fashion Week that will take place next May in Dubai. It is a new opportunity where East meets West and where sustainability and the fashion industry took a step forward. The Atelier Couture and its creative director Professor Jimmy Choo, OBE would have loved to be there on this special occasion, but due to the Covid situation, it is not possible. So we hope that you will enjoy this collection inspired in Art Noveau and where we have experimented with new techniques and colors that express hope for a wonderful future to come.”

Making its Middle Eastern debut, the SS22 Atelier Collection is inspired by the “Art Nouveau” period, drawing inspiration from the works of representative artists in different fields, such as French glass designer René Lalique’s Dragonfly Woman corsage ornament, Belgian architect Victor Horta’s representative work Hotel Tassel and Spanish architect Antoni Gaudi’s Cornette’s Sagrada Família Schools. 

Middle East Fashion week is poised to deliver a programme that reflects the best of East and West through a number of runway shows, presentations, forums and VIP events. The involvement of The Atelier Couture by Professor Jimmy Choo, OBE, and the presentation of the SS22 Couture Collection marks another step forward for the luxury in-person fashion event of the season. Both the event and the collection, give hope to a renewed sense of vitality, luxury and sustainability in a post-pandemic world.