What do you expect in a launch event from a fashion brand? a high profile fashion show with models working the ramp in fabulous clothes hand picked from the latest collection. And you being seated somewhere looking in awe at the gorgeous and almost perfect models, right?
That’s where Scotch and Soda made a huge impact on me. They truly connected with everyone who attended the event! The place was magical. The turn of events was unexpected and it was truly amazing!!
Scotch & Soda, Amsterdam’s much sought-after high fashion couture brand, launched its brand-new Spring/Summer 2017 collection in the UAE this month. Straying away from conventional fashion shows, PR & Marketing Manager Tehzeeb Huda decided to try out something different to promote the brand.
Scotch & Soda joined hands with well-reputed English restauranteur Leopold’s of London. “The two brands both have that beautifully rustic, European charm; one catering to fashion and the other to fine teas, coffees and café-style dining” said Tehzeeb, “but we wanted to take this one step further, and use real people as our models for showcasing the brand-new Scotch & Soda collection.”
What better way to showcase a brand-new fashion range than to reach out to the youth of today? Scotch & Soda worked with the students at Manipal University. With a great deal of help and support from Sabir Haque (Head of the School of Media & Communications), an audition was held on campus and 10 ‘models’ were selected to represent the brand.
Apart from the chosen models, 20-year-old Manipal University student Karan Hanj, a third-year student studying Media & Communications, worked as the official choreographer for Scotch & Soda, and put together a spectacular show for the media guests.
The guests were seated in the very scenic, brand new Leopold’s of London café in Riverland, Dubai Parks & Resorts. They sat alfresco, sipping on the choicest of teas and coffee and were taken by surprise when members of their table suddenly got into the groove of the music and stood up to showcase the Spring/Summer 2017 collection for Scotch & Soda.
The students added oomph and panache with their well-choreographed moves, and proudly showcased the Scotch & Soda Spring/Summer 2017 collection.
we were then treated to a fabulous multi course lunch at the amazing Leopold’s Restaurant. All in all, it was on of the best events that I’ve attended this year.
I’ll be posting some looks with their new collection very soon!!