Madiyah Al Sharqi launches e-commerce platform
The designer speaks to Buro 24/7 Middle East about the new chapter
E-commerce is big business in fashion and it's becoming a reality for many brands in the Middle East of late, too. From Al Tayer's own Ounass and Nisnass platforms to the expansion of Farfetch and the Net-a-Porter group within the region, consumers are being given more and more options when it comes to shopping online. And now, one of the region's favourite labels has just launched its own e-commerce platform for the first time.
Madiyah Al Sharqi has just announced the launch of Madiyahalsharqi.com, her new dedicated platform that will house the brand's contemporary womenswear collections. At present, the site is stocking the S/S '18 and Resort collections and in the future will also be home to exclusive pieces.
In a statement, the designer said of the launch, "Creating an e-commerce platform opens up the invaluable opportunity to engage directly with women who buy the collections, hear their feedback, and refine our design process even more, tailoring it to what they are demanding more of. Our hope is that the succes of the online store could pave the way for a standalone boutique for the brand."
Speaking exclusively with Buro 24/7 Middle East about why now was the right time to launch, the designer explained, "The majority of the stores buying the Madiyah Al Sharqi brand are e-commerce platforms — The Modist, Moda Operandi, and Ounass, for example. In recent years, e-commerce has become such a natural way to shop for luxury fashion, for women in this region, and globally, and we want to always ensure that our shoppers can access the collections whenever they want, from wherever they are in the world. Given that we live in such a digital age, we often receive queries from customers about purchasing looks they may have seen on the runway, or in a look book image on social media, which may not be available in stores. This is where fans of the brand will be able to find every piece they've been waiting for, including some of my favourite designs that I personally love and want to recreate for [the website]."
Madiyah's eponymous brand has gained significant international interest in recent years and shows no sign of slowing, a fact which greatly excites the designer. "Given our roots in the UAE, a huge part of our consumer base is in the Middle East but through our great relationships with contemporary concept stores and e-commerce platforms as well as international celebrities wearing our designs, the brand has reached beyond the Middle East to New York, Los Angeles, into Europe and even Mexico. Andit's been an amazing experience to see how women style their looks here, but more so how the collection is interpreted worldwide," she tells us.
Madiyahalsharqi.com ships worldwide.