For Ramadan 2021, Dubai’s Galeries Lafayette has collaborated with TODA (Theatre of Digital Art) for a multi-sensory, multimedia immersive exhibition, with the aim of putting both digital and traditional fashion in motion at The Dubai Mall.
The campaign, called Fann Ramadan, is running from 1 April to 15 May 2021, and features TODA animating Galeries Lafayette’s windows through artistic projection on curated selections of the store’s ready to-wear Ramadan collections.
TODA, which opened in Dubai last fall, has quickly become a fixture of the city’s art scene.
The collection is also inspired by the way that 2020 changed the way we approach fashion, with more life at home making room for a greater focus on comfort, and making high fashion more easily wearable.
With that in mind, the collection features everything from wearable art and personalized t-shirts by Projects DXB – an exclusive concept in Galeries Lafayette Dubai, to chic lounge wear by GCDS, Y3, Diesel, EA7 and Mandatory.
The collection also includes playful contrasts in terms of colors, textiles and prints as well as a comfort- driven sartorial choices from various brands such as Versace Jeans Couture, Pal Zileri, Kenzo, Les Hommes and Boss.
With the world shifting to digital, the collection also aims to bring digital to life, with garments made of pixels instead of textiles.
The campaign, with images shot at TODA, was styled by Daniela Vanegas Valencia, featuring models Joy Costa, Agata Wozniak, Nuel McGough, and ‘King Mattheyu’.
