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Hey everyone 🙂 I was invited earlier in March to My Wardrobe Middle East’s launch in Dubai at the Ritz Carlton. I love My Wardrobe and its boutique sense of style so I flew in for the night to be there for the event.  The venue was dressed up by the Carousel Girls Event planners which was beautifully done.  I had an overdose of sugar box’s yummiest cake pops and got to bump into a few friends ( BIG shout out to Expose 😉 ).  Sarah Curran CEO of My Wardrobe gave a small speech and everyone left with deliciously scented candles from Diptyque.  It was a lovely elegant evening.  The next day was the My wardrobe shopping event for invitees but I had to fly out and couldn’t stay for that unfortunately.

Below are the pics of the night ..

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Noosh is the latest fashion label born in Dubai to two unique, girly coffee loving sisters!  Their designs are fun, practical, stylish and effortlessly chic!  I know the stylish duo from way back and when I heard they were doing a clothing line I was very excited to see the styles they were going to come up with!  They exceeded my expectations and came up with designs that last and are not just bang on trend! Each design is versatile and can be easily worn from day to night.  Well done Alia and Noora!! I cant wait to get my hands on a piece once I get my post baby body back 😉

Wanna grab your very own Noosh ensemble click here to purchase online.

You can become a fan of Noosh on facebook here

About Noosh:

Two sisters, one fashion label, and many empty cups. That’s our first take as we sit down with the sisters of NOOSH, Alia and Noora. When Noora, the label’s designer, tells us it was coffee that was her inspiration, it didn’t come as much of a surprise. Known as the girl with a mug as an appendage, it seemed only natural that it would not only be her fuel but her muse. Coffee can be both soothing and energizing at the same time, and NOOSH dresses seem to reflect that dynamic – chic and effortless, with unexpected bits of fun.

“There are almost no dresses in the collection you couldn’t wear to brunch with your BFF and keep on through the day till dinner with…(fill in the blank!). That was especially important to us because it is exactly what we felt was missing in our (albeit over stuffed) wardrobe”.

“24/7/365 kind of dresses – we want someone to feel that quiet excitement you get 

dreaming up all the places and occasions you can wear your new dress.”

While the design process may all start with a cup of coffee, we learned the NOOSH aesthetic was inspired by the beautiful colors on the streets of Florence where Noora, 29, spent time studying art and cooking (which she admits is something she only ever does for special occasions). The sisters, interrupting each other as they speak, clearly agree on at least one thing and that is that casual doesn’t have to be boring, and dressed up doesn’t have to look fussy. They built NOOSH on their love for style that is authentic and feels true to the person.

“…smooth lines, sometimes with a frothy sleeve or a bubbly embellishment. But I like to 

keep things simple, and flattering, and WEARABLE. The real fun part? Luscious texture. And luscious, luscious color.”

We’d have to agree. The dresses feel just as good on the inside as they look on the outside. The detailing, brought home as beautiful memories from trips to Italy, is always used sparingly. Which makes it just that much more precious.

“Little luxuries. From soft linings to a beautifully unique dress bag… I want someone to feel the love we put in all the details.”

Alia responds with a polite smile and I’m not sure how well my suggestion was received. Alia, 33, has an MBA and has spent her career so far as a strategy and management consultant helping businesses succeed. She has always tried to find creative outlets however, whether it be freelancing as a beauty writer or drawing and dabbling in graphic design. When she saw the dresses her sister made for her as a gift, she fell in love immediately – not only with the dresses but also with the idea that they

clearly had a new fashion label ready to be claimed. But she moves on quickly and now she’s opening up the NOOSH Look Book to show us her own personal favorites

“I want what I’m wearing to stand out, but I’d hate to look like I’m TRYING to stand out. Wait, are you quoting me on that?”

Alia happily chats away about the signature desserts being made for their upcoming events. Noora, meanwhile, stares lovingly into her fresh cup seemingly mesmerized by the swirls of the froth, possibly dreaming up her next concoction.

These girls are unapologetically feminine while being no non-sense about what they want. We’re left with a clear sense of their distinctive style as well as the personal happiness infused into every loving detail.

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