Dubai-based concept store THAT unveils its collaboration with BLSSD

By Rahul Vaimal, Associate Editor
  • Follow author on
BLSSD Collection Image
Representational Image

Dubai’s latest concept store, That, has launched its first in-store fashion pop-up, in collaboration with the Dubai-Beirut label BLSSD.

As makers of upscale streetwear, with a strong utilitarian, directional twist, BLSSD is not only behind some of the most exclusive designs to come out of the region, but it is also the fashion arm of Blessed, a support group for cancer survivors. Being a cancer survivor herself, BLSSD’s Founder and Creative Director, Ms. Lama Riachi sees this topic very close to the label’s heart.

BLSSD is now all set to introduce its latest ‘Code 2.0’ collection to the brand’s Mall of the Emirates store until the end of March 2021 under a new partnership.

Known for its powerful silhouettes and play-on volume, the brand has also launched utility-inspired jumpsuits and slip dresses with a feminine touch. There are asymmetrical hemlines and matching neckpieces on high-low drawstring collared shirts that ballon out from the shoulders, as well as comfy, practical knits.

Vegan leather, meanwhile, has been cut into jackets with drawstring waists and contrasting patch pockets, while rose printed T-shirts are given a street upgrade with zippered sides.

Speaking of the new pop-up, Ms. Lama Riachi remarked that “It’s exciting to be collaborating with THAT and be part of their journey to revolutionize fashion and lifestyle retail in the region. Plus being its debut fashion pop-up is a great reflection on the growth of the BLSSD brand and a great opportunity to bring BLSSD even closer to a new audience of contemporary shoppers. As a fashion label, we embrace streetwear’s provocative take on originality, combine it with a sense of luxury, the practicality of utility, and top it off with a touch of gratitude and a desire to make fashion matter. Code 2.0 has been designed for worldly trendsetters, who choose to wear BLSSD for our unexpected detail, fearless, contemporary style, and playful contradictions”.

Related: Emporio Armani’s fall line takes Milan Fashion Week back to 1980s