On September 13, Off-White sent fans and followers into overdrive when the fashion brand created a dedicated Dubai Instagram account. The streetwear label posted an image of a store that appeared under construction and had the phrase “opening soon” stamped across the doors.
Fast forward six weeks and both Virgil Abloh and Off-White Dubai have taken to social media to share that the store has officially opened in The Dubai Mall’s Fashion Avenue on the ground floor.
To celebrate, the brand are hosting an in-store party from 7-9pm, and in true Off-White-style, no invites have been sent out, no editor, influencer or blogger alike have been alerted. Famous for shunning any form of PR, the brand have simply shared the invite to all their followers on Instagram.
By the looks of things, customers and guests can expect an exclusive capsule collection to mark the opening. An image shared to the Off-White Dubai Instagram page depicts a pair of sliders and a wallet, placed on a sign that reads, “Specially made for Off-White Dubai”.
Virgil has also shared the news on his personal account – does this mean we can expect an appearance from the creative director? We sure hope so.
We guess we’ll be seeing you tonight at 7pm!