Media Centre

Splash Fashionism
Press Release
Splash June 1, 2011
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Walk through Spring Summer with the ideology of Splash Fashionism

Fashionistas once again got to don their highest heels and team them with heavenly whites as fashion's favorite child Splash hailed the SS'11 collection on to the catwalk. Moving on from the remnants of the AW'10 Fashion Revolution, 35 international models presented to over 3000 fashion lovers a new ideology, a new way of life. Set in the elegant Madinat Arena, Madinat Jumeirah, Splash Fashionism reflected the belief that we are all one under fashion and together we can use style to improve our lives. The catwalk came alive with the latest trends from Splash's all new Spring Summer 2011 collection which finds inspiration from popular trends like 'Pretty Boho', 'Modernist Resort', 'Divinity', 'Humble Classics' and 'Sophisticated Safari'.

Creating the brand's own 10 Commandments of Fashion, Splash Fashionism hails in an era of style as the mantra to live by. Quirky yet fun these commandments embody the true spirit of how Fashionism should be practiced as not just a necessity but an art. 'Achieve immortality through your wardrobe', 'Learn from your mistakes, especially your fashion faux pas', 'The path to enlightenment begins on the runway', Don't Preach, dress by example' are just some which lead the style pack this season.

The catwalk offered a fresh deviation in the form of a circular white catwalk used for the very first time in the region. Four star-podiums were placed in the middle of the catwalk ring to signify the Splash button, the icon for the SS'11 fashion show.  Several quarter-circle curved walls were bunched together to form a conceptual projection surface while special video vignettes were produced by top visual artists from Tokyo to compliment this season's collection and theme.
Raza Beig, CEO of Splash said "At Splash we have always strived to work on campaigns and concepts which raise the bar season after season. Our SS'11 fashion show is an ode to the term style which has been embodied by Splash all these years. This season we took to the streets for our SS'11 Campaign and explored Voyeurism in Fashion and now with our fashion show we chose to set precedent for living the way of life through style."

Continuing with the lineup of the two consumer shows, fashion followers and loyal customers got a taste of the season's most awaited runway action which was then followed by the VIP show where UAE's crème de la crème attended in full force. Raza Beig, CEO of Splash walked the red carpet for the finale of Splash Fashionism.

The Splash catwalk saw wide ranging influences from international catwalks with a blend of design and showmanship symbolic of the brand. The show charted four stages of life symbolized by style and trends of the season. The first stage 'Infancy' is a time of innocence and colour and the start of fashion exploration. The collection was represented in the 'Pretty Boho' theme which is exuberant, vibrant and playful. Embracing a folk lifestyle contrasted with a colour palette of natural greens, pastel pinks, subtle blues, red and white teamed with indigo were bohemian dresses. T-shirts and tanks paired with medium to light washed denims along with rompers and pinafore dresses were complimenting with accessories like head scarves, bandanas and oversized canvas bags.

With the advance of Fashionism arrives the stage of 'Adolescence' which set ground for experimentation, rebellion and finding one self. The collection showcased on the catwalk brought a very welcome explosion of colour, infused with plenty of seventies styled flamboyant colour mixes from head to toe. The mixing of a bold coloured blouse and skirt with miss matched accessories brought statement dressing to a new level.

As the stage of 'Maturity' was reached, Fashionism brought forward a more grounded style, finally defining the inner icon. This stage found heavy inspiration from the 'Luxe Traveller' collection where 1970's vintage is mixed with glamour and topped with a hint of Moroccan safari. Bringing an ethnic aesthetic to the Western world with strong tribal influences, the silhouettes were dressy and daring maintaining sophistication and allure. Exotic animal skins and geometrics mixed with traditional paisleys and floral separates were teamed with cropped high-waisted pants to compliment the look. Key silhouettes were wide leg and flared trousers and 70's inspired bow tied blouses.

Exploring the last stage of Fashionism, the collection arrived at the stage of Divinity, where all is surpassed to become one with fashion. The collection finds an Artisan influence with understated classic muted colors and humble fabrics. Signaling an escape from everything excess while delving into spirituality and enriched by the abundance of nature. White was dominant in the form of spotless relaxed clothes and unveils an unstructured easy to wear collection in soft cotton fabrics. The finale brought a vision of dreamy looking chiffon in billowing volume, antique lace, crochet and cutwork smothered in clear crystals created a sparkling evening look.

The four stages of Fashionism were followed by Splash's much sought After Life After Party in the Splash Fashion Paradise setting the mood for all fashion lovers to unwind and rejoice all things Fashion.

To get your pick of the latest looks for the season at prices that won't break the bank hurry now to any Splash store. This collection will be available from now until July 2011. Let Splash save your style. Choose Fashionism!
For media queries, please contact

Manish Khanna,
P.O. Box 25030,
Dubai, UAE,
Tel : +9714 8094000
Fax : +9714 8094040
manish.khanna@landmarkgroup.com