BROWNBOOK

Many in Beirut might not be familiar with the concept of pop-up shopping, but as one of the region’s most open minded capitals, it’s certainly an idea that fits with the city’s tastes for high fashion and progressive culture. Pop-up retail began in Los Angeles when fashion labels started renting out temporary spaces until stock sold out, before relocating to another destination. It meant that these brands could make use of tactical marketing by targeting select locations for their apparel.

Bringing this concept to Lebanon, is Zayan Ghandour with her label Zayan. The brand pounced onto the scene just last year at one of fashion’s most prestigious calendar dates, Paris Fashion Week, to critical acclaim.

The designer says of the idea: ‘I’ve always been a fan of the pop-up shop concept and I am really looking forward to having Zayan pop-up in other countries. Lebanon seemed like the perfect place to start as it’s close, and is a super fun place in summer. It is also home to some of the most fashion-forward ladies in the Middle East and I wanted to share the Zayan concept with them.’

Ghandour is a familiar name amongst fashionistas in Dubai too, in part due to her role with award winning lifestyle and fashion boutique, S*uce. The designer was founder of the store and assumed responsibilities as head buyer and creative director, keeping her finger on the pulse of the ever-changing face of fashion in the region, which helped her brand become an almost immediate success, stocked at 14 countries worldwide in just its second season.

Her latest line, for spring/summer, features a range of dashing tops and tunics, complemented by lounge-wear, party dresses and a premium collection of leather handbags that brings of dash of freshness to the tempestuous heat of the Middle East. It is colourful, lively, vivid and uses a bow narrative to create a playful fun look, now available at Zayad pop-up stores in Beirut Souks and Jewelers’ Courtyard, as well as online.

Ghandour believes it is a concept that suits both consumers’ and retailers’ needs,  and perfect for a fast-paced environment such as Beirut. ‘It’s more than just clothes to me, it is an attitude towards fashion as well as life in general. Every Zayan piece is determinedly, unapologetically fun and girly.’ She says that shoppers will also be able to find jewelry pieces from her own favourite designers such as Nadine Kanso, (Bil Arabi), Mar Mar, Ghada S. and Mimi Shakhasheer adding a personal touch to a new, convenient and fun way of shopping.

Images: Supplied