Dubai’s Global Fashion Capital Credentials Hold Water
UAE selected as one of just three global markets for new look launch of fashionista’s favourite water brand
Dubai has been selected as an elite global fashion capital – along with New York and Tokyo – to enjoy the new look evian bottle.
evian, which has long been the water brand of choice for the fashion world and has collaborated with designers including Elie Saab, Diane Von Furstenberg, Jean Paul Gaultier and Issey Miyake for its annual limited edition bottles, recently debuted its new bottle designs – it’s first makeover in more than a decade – in the UAE, following hot on the heels of global launches in the US and Japan.
“The UAE is increasingly being recognized as one of the most important global markets for discerning, brand savvy consumers,” says Renaud Marchand, Middle East Zone director for evian, Volvic Export at Danone. “It was no surprise for us to see world-renowned and fashion icons choose Dubai as the location for its collections, or that that the Emirate was recently named as Trip Advisor’s top city for shopping and hotels, thanks to the huge range of global fashion brands across some of the world’s most impressive malls.
“When you add to that the interest in the UAE and indeed across the Gulf in high quality design and the growing gastronomy scene, it therefore makes perfect sense for us to identify the UAE as one of our three most important global locations in which to debut our new-look bottle,” says Marchand.
With its sleeker and cleaner lines, the new evian bottle uses transparency to celebrate its natural mineral water contents. The bottle dons a “label-less” look. Its front features a simplified, elegant reduction of the previous logo design – a panorama of mountains which celebrates the water’s source in a corner of the French Alps. This region is protected by the farming community to ensure that evian water maintains its pure, natural form.
The bottle’s simple shape and beveled mountain ridges echo the source of the water. The brand’s story is told on the back of the bottle, and “evian” is carved into the base as a playful design touch.
The new bottle design is available now in the 500ml & 330ml sizes at away from home channel (including hotels, restaurants, cafés, petrol stations and cinemas) across the UAE. Additional formats are set to debut in the following months.
evian supports upcoming fashion designers based in the Middle East via its partnership with Fashion Forward.
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