Dubai, United Arab Emirates - Monday, August 25th 2014 [ME NewsWire]

AlYasra Fashion, the Middle East distributor for fashion forward brand DKNY, together with their communication partner Havas PR Middle East, successfully created a special Ramadan initiative, #DKNYRamadan, a handpicked Ramadan Capsule Collection, styled by two Middle Eastern influencers, the campaign was not only appreciated by women in the Middle East, but also globally.

At the end of the month, DKNY Middle East had registered a rise of 33% of its sales in its stores in the GCC, and a rise of 74% in Saudi Arabia, compared to Ramadan 2013.

As the first international fashion brand to dedicate a collection to Ramadan, using exquisite and appropriate pieces, fitted perfectly into the cultural context in the Middle East, DKNY received high praise from the media and public at large from various countries across the globe. The gesture was hailed by the fashion industry as a step forward in brands designing more bespoke creations, region wise.

DKNY’s Ramadan Capsule Collection was styled by the two Middle Eastern and social media influencers, Yalda Golsharifi and Tamara al Gabbani, who hand-picked styles from the Spring/Summer 2014 collection, keeping the fashionable and stylish Middle Eastern woman in mind. The collection comprised of a bold color palette, which mirrors the trendy and fashion forward women of the region. With rich blue hues and vibrant shades of orange, figure flattering silhouettes, such as maxi dresses, long skirts, airy shirts and chic jumpsuits, the collection offered the women styles, which they could dress up in for any occasion and always be stylish and  appropriately dressed.

Mr. Adel Alansari, Head of Marketing at AlYasra Fashion said: “DKNY is a very innovative, fresh and stylish brand, with its urban DNA, rooted in the streets of New York. The Middle East market is extremely fashion forward - up to date on global fashion trends and simultaneously proud of its own fashion heritage, which is why we wanted to create a regionalized campaign, rather than stereotyped one. For that reason, we reached out to Yalda and Tamara, to style a Ramadan Capsule Collection, using pieces created with the Middle Eastern woman in mind. The collection resonated really well, not only amongst women in the Middle East, but also amongst women in other parts of the world.”

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About Alyasra Fashion:

Established in 1993, Alyasra Fashion is a retailer, distributor and merchandiser of premium fashion brands in Kuwait and the MENA region with an extensive high-end fashion garment, footwear, and accessories brand portfolio comprising DKNY, Donna Karan, Ecco, Gerard Darel, Jimmy Choo, Kenzo, the MaxMara Fashion Group, OnTime, Trinkets and many more. Alyasra Fashion operates in six different countries, and over 170 stores in the MENA region including Kuwait, KSA, Iraq, UAE, Lebanon and Qatar. For further information about Alyasra Fashion, please visit: www.alyasra.com Or get social with us: www.instagram.com/alyasra www.twitter.com/alyasrafashion www.facebook.com/alyasra-fashion

About Havas Worldwide Middle East

Formerly known as Euro RSCG Middle East, HAVAS Worldwide Middle East is headquartered in Dubai, United Arab Emirates. HAVAS Worldwide Middle East brings together a diverse staff of nearly 300 international and local talents across 7 countries covering the Middle East, delivering unique insights into local Arab culture and ability to produce tailored communications which influence the opinion, behavior, and attitudes of the communities we live and work in.  We are proudly ranked as the number one agency for luxury brands in the region with an extensive client/brand roster that targets the high net worth customers. Not to mention an even broader client/brand list of brands across the FMCG, pharmaceutical, automotive, retail and financial institutions industry spectrums that are managed across all our disciplines: advertising, PR, media and digital. HAVAS Worldwide Dubai (as Euro RSCG Dubai), was awarded the Dubai Lynx Bronze in 2011 for work done on Sport 360, the UAE’s only English-language sports newspaper. HAVAS Worldwide Beirut (as Euro RSCG Beirut), was awarded the MENA Crystal Award 2011, for work done on the Haagen-Dazs “Now Open in Cairo” campaign.

ABOUT DKNY:

DONNA KARAN IS A LEADING AMERICAN DESIGNER AND A POWERHOUSE IN THE INTERNATIONAL FASHION INDUSTRY. THOUGH FOUNDER DONNA KARAN BEGAN HER CAREER DESIGNING FOR WOMEN, SHE ALSO DESIGNS FULL CLOTHING LINES FOR MEN, TEENS, CHILDREN, AND INFANTS, AS WELL AS AN EXTENSIVE LINE OF ACCESSORIES, BEAUTY PRODUCTS, AND HOME FURNISHINGS.

DKNY, REGARDED BY DONNA KARAN AS THE FASHION WITH AN URBAN MIND-SET, ENCOMPASSES THE ENERGY AND SPIRIT OF NEW YORK.

CREATED BY DONNA KARAN IN 1989, DKNY FLOURISHED AND BECAME AN INTERNATIONAL SUCCESS, FORMING A DISTINCT IDENTITY ALL OF ITS OWN. DKNY ADDRESSES THE REAL LIFE NEEDS AND AESTHETIC SENSIBILITIES OF PEOPLE EVERYWHERE. BOTH FASHIONABLE AND FRIENDLY, THE LINE CONSISTENTLY DELIVERS ITS UNIQUE, ECLECTIC STYLE ALL OVER THE WORLD.

MANY LABELS AND BRANDS HAVE BRANCHED OFF THE ORIGINAL BRAND/LABEL INCLUDING: DKNY JEANS AND DKNY.

AL YASRA FASHION IS THE OPERATOR OF DKNY ACROSS THE MENA REGION, WITH OVER 30 DKNY, DKNY JEANS AND DONNA KARAN STORES IN KUWAIT, KSA, UAE, QATAR, BAHRAIN, JORDAN AND LEBANON. AL YASRA FASHION STRIVES TO PROVIDE AN OUTSTANDING RETAIL ENVIRONMENT WITH THE BEST VALUE THROUGH HIGH QUALITY PRODUCTS AND SERVICES.

Contacts

Emma Norstrom

Senior Communications Manager Havas PR ME

Mobile + 971 (0)5 27 30 47 47

Email: Emma.Norstrom@havasprme.com

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