Lofgren argues in his 2006 book, Magic, Culture And The New Economy, that culture is becoming a brand and that this is due to design. ‘A lot of energy is devoted to producing not only material commodities and services, but also atmosphere, symbols, images, icons, auras, experiences and events’ (p.13). We can see this through the recent developments in the Middle East. The ‘Gulf has become an international luxury brand ... For the first time in history great hotels rather than great public works such as the Eiffel Tower or Golden Gate Bridge are becoming the iconic structures that define a region’ (J/Brice Design, interview, 2010).
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An obvious example would be that of the Burj Al Arab in Dubai which completely transformed the way designers construct hotels, or other developments like the Vallagio Mall in Doha, Yas Marina Circuit in Abu Dhabi, SkyBar in Beirut and others alike, all of which capture the lavish Middle Eastern culture which arguably benefits the economy of a city.
| | Designers play with the concept of ‘culture’ and the ‘Luxury Middle East’ to make an impression and attract global and local attention. With limitless technology and deep pockets, it’s no wonder those in the West prefer doing business in the Middle East.
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In 2009 Crystal Club transformed into Merah which, let’s be honest now, seemed like a venue continuously hosting an after prom party. Needless to say the nightclub failed to become the success it had first anticipated. So now from the people behind the thriving Luxx club, Project London has been introduced to replace Merah. With TV screens, blue lighting and world renown DJ’s hitting the decks, could the third club be a charm?
Young, inspiring businesswomen who prefer to be their own boss!
Whoever you may be, starting something from scratch requires a great deal of imagination, creativity, determination and patience in order to turn those dreams into reality.
It’s not the 1950’s anymore! Women do not depend on men to provide them with power and wealth. We can build our own enterprise on our own merit. And although there are many ladies out there that should be recognised and praised for their accomplishments, I have chosen these specific invigorating individuals as I have had the pleasure of witnessing, for the most part, their rise to success and I wish them all the luck from here on out.
| | Charlotte Woodroffe, Co-Founder of Hardware LDN
Now this lady is ONE HELL of a multi-tasker! Take MY word for it! As well as being in her final year (most hectic year) studying full time at university, she is running one of the hottest new underground fashion labels along with her friend and co-founder Jessica Horwell. |
Charlotte reminisces her first business venture at the age of 16, Smooch, which hosted underage parties at West End nightclubs; “Hardware LDN has been more of a success in many ways - not only has it developed and grown to a much greater scale than Smooch did, but I have learnt so much that cannot be taught in a classroom. I know what it’s like to operate on excitement and much of the time - fear.” She advises that “commitment, tough skin and motivation is integral to anyone thinking of starting their own business.”
Hardware LDN continues to amplify day by day and I for one am expecting big things not only for the brand but for the multi-tasker herself, Ms Woodroffe.
Check out up-coming musical talent, Rita Ora rocking a Hardware LDN Whoreware Bra.
Victoria Baker-Harber, Owner of Elle-en-Jette
When she’s not strolling down Kings Road with her Louboutin's filming E4’s Made in Chelsea, Victoria works vigorously on her swimwear label.
Her mission - to make any woman of any shape, look a million bucks in her Elle-en-Jette swimwear!
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For all of you wondering, Elle-en-Jette is a French expression, notorious amongst young French speakers. Directly into English it translates as ‘it throws some' ('she throws') but as a phrase it describes a stylish woman that oozes wow factor! When asked about her inspiration behind Elle-en-Jette, Victoria expressed that “the idea of creating a swimwear line evolved over a few years after always having an avid interest in the market and lack of versatility in terms of what was available for women. Elle-en-Jette is truly unique in its concept of versatile swimwear which will take the wearer from beach to bar.”As most women dread bikini season and hit the gym at least a month in advance, Victoria assures that her swimwear is “exceptionally flattering, as it focuses specifically on preventing/masking problem areas commonly noted on women - anything from love handles, small/large bust, stomach region ('spare tyre'), or tops of the arms!”“I have searched high and low at every available cut on the market, as well as studied archives of swimwear as early as the first bikini to examine what truly works on the female body, and being the ultimate perfectionist, I wouldn’t be satisfied with anything less than perfection and 100% satisfaction from anyone who buys one of the Elle-en-Jette pieces!”“Hopefully after the debut collection I will launch into hats with changeable brims (panama style) and large floppy hats, kaftans and beach cover ups, and who knows in the future where Elle-en-Jette may go!”The perfectionist herself will be holding a big private sale around June, so keep your eyes peeled for that. Otherwise Elle-en-Jette online (www.elle-en-jette.com) will be launched June/July 2012. | |
Firuze Aygun Osman and Burcu Aygun, Owners of Fibu Trend
A fan of online shopping? Well those of you in Turkey have a brand new online fashion outlet to look out for in 2012. According to Firuze, Fibu Trend originates from two sisters passion for fashion, “we were both born and bred in London but we were also brought up with the influence of the Turkish culture. Over the years we visited Turkey on countless occasions and felt extremely inspired by the Turkish traditions. My sister and I always wanted to establish a business of our own and when we came up with the idea to build a prospectus online fashion business, we jumped at making it work.”
Fibu Trend will be launched later this year and will supply the ladies in Turkey with the latest fashionable outfits with an affordable price tag.
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