Last week I was in Dubai to celebrate the launch of my-wardrobe.com in the Middle East.

After flying business class with Emirates, Emily from Fashion Foie Gras and I arrived at the Ritz Carlton hotel which was our base for four days and the location of the event.

We went straight into hair and make-up before donning our my-wardrobe.com pieces. I wore an A.P.C. Batick print silk dress, whilst Emily wore a Seafolly black safari print dress.

Before the event, Emily and I met with founder and CEO of my-wardrobe.com Sarah Curran.

She explained to us that at my-wardrobe.com, their aim is to provide their customers with wearable pieces for the woman with a realistic limit on her budget.

With sales in the UK soaring, it was the right time to spread their wings and conquer the Middle East.

But how would my-wardrobe.com sell this concept to women at this launch party who were carrying Birkin bags and wearing $6,000 Giuseppe Zanotti x Kanye West shoes?

They set up a shopping event the very next day.

Credit: Olivia Halvorsen Photography

MORE FROM RED CARPET FASHION AWARDS:

Ad Between Posts

Posted by Catherine Kallon on March 19th, 2012 In: Blog

Kristen Bell’s Topshop Fringe Racer Back Dress

Kristen Bell’s Topshop Fringe Racer Back Dress

Best Dressed Of The Week – Jennifer Lawrence In Prabal Gurung & Elizabeth Banks In Bill Blass

Best Dressed Of The Week – Jennifer Lawrence In Prabal Gurung & Elizabeth Banks In Bill Blass