A major retailer, Tyra Banks in UAE is not selecting fashion models & going for “real” people in order to showcase its brand new collection this year.
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Fashion brand of great value, MAX, has its strong presence in more than 300 stores of 16 countries, and it has announced that they’re going to recruit total 30 residents of UAE that are not professional models to walk down the ramp in February of Spring 2017 event.
The new campaign ‘Fashion for Real People’ reaches out for million to get inspired and to accept how they look & their unique personality, in order to celebrate the “innate sense of style” that all of the real people possess themselves.
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The forthcoming show has already created a stir among parents having their children interested in fashion. “When it’s happening? I’m going to let my daughter join the show,” said one expatriate from Asia.
Residents of UAE who want to grace the ramp walk for the first time with their participation are invited to attend various castings which will take place in other different locations starting from January 9, 2017.
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The initial casting call will be held at MAX outlet of Ibn Battuta Mall on January 10th 2017. Timing will be 9 am to 10 am and from 12 pm to 5pm. The next day, January 11, the timings will remain same. Rest of the participants will get screened at the MAX retailer’s outlet in Bur Dubai.
More castings are due on January 12, 15 and 16 in Max Oasis Mall & MAX Al Ghurair, from 12 pm to 5pm.
This is the first time some mid-market brand is using ‘non model’ people for such a huge fashion show. The spokesperson for the company said that the opportunity is open to anyone between 6 and 40 years of age and that there is no particular requirement like height, nationality or skin color.
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This ramp walk is open for all age groups among 6-40 without any other requirements, according to the spokesperson.
More number of other brands has jumped into the same ‘real-people-in-fashion’ bandwagon recently. During the DKNY fashion show at New York Fashion Week in 2014, Donna Karan hired non-professional models to walk down the ramp. J.Crew did the same thing during their show in 2016 which featured men and women of various sizes and ethnicities.
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