27 April, 2004, Dubai: BurJuman Centre, the region's premier fashion destination, announced the creation of Club Chic - The BurJuman Fashion Society, a unique fashion concept designed to showcase and offer the best from the world of fashion and beauty to discerning customers.

Club Chic, the only one of its kind in the region featuring an array of fashion shows, pampering, competitions and other exciting events for fashion-conscious shoppers. Around the year Club Chic presented trend setting fashion galas, fashion previews by world fashion icons, style makeovers, beauty launches, expert tips and advice by experts on various issues and more. This was also backed up by shopping offers and promotions by leading brands housed in BurJuman.

The launch celebrations for Club Chic took place from 29th - 8th May at the mall. Activities focus on fashion and pampering with Paris Gallery coming in as the key beauty partner of the launch event.

Wearable Art Shows

Fashion Fantasia, a leading annual awards event for wearable art from Australia, showcased 32 design masterpieces created by award winning designers from Down Under. Using a variety of material - from fabric to wood, metal and paper the designs show fashion as a contemporary art form. Wearable Art Fashion shows took place on April 29, May 1, 5, 6 and 7. Three daily walkabouts was also scheduled during the week.

Sabina Khandwani, Head of Research and Marketing of BurJuman, said: "As the prestigious shopping icon in the region with a huge customer base of fashion-conscious shoppers, BurJuman has come up with this unique concept to provide our shoppers with an exclusive platform that will take customers on a journey of discovery around the year. As part of the Club Chic circle, shoppers will enjoy a host of fashion and beauty excitement in a wonderfully relaxing environment.

Fashion Avenues

An attractive ambience of beauty and fashion will prevail throughout the mall with specific fashion avenues set up to cater to different tastes. On Level 1, The Makeover Magic avenue offered valuable health and beauty tips, coupled with a fantastic range of international brands of cosmetics and skincare from leading distributors of beauty and luxury brands. Participating brands included Givenchy and Clarins which was brought to you by Paris Gallery and Rochas by Grand Stores.

The Perfume Parade offered the latest in fragrances with free samplings to suit individual styles and tastes, in partnership with Paris Gallery, Areej, Grand Stores and Mohammed Sharief and Brothers.

The Hair Highway gave women the opportunity to know all about hair extensions, colouring and hair styles in line with the latest trends. The Highway offered the best in haircare, along with customised and personal makeover sessions and advice from Wella, the hair experts.

Club Chic also has a Body Boulevard, where fashion specialists from IDE explained the latest techniques and offered advice on bodycare and treatment. COSMESURGE - cosmetic surgery experts presented contemporary techniques in cosmetic surgery, combining elegance, modernity and character. You could play the beauty game with Cosmesurge's Wheel of Beauty and win some attractive prizes. The Boulevard also offered wonderful body ornaments designed by henna experts.

World leading fashion retailer Saks Fifth Avenue presented its wide collection of hand bags and other luxury accessories. The store had on offer the most renowned names in fashion accessories from around the world.

Home Fashion Avenue

BurJuman further enriched the shopping experience with the Home Fashion Avenue on Level 2, which showcased the latest in home furniture, rugs, accessories and interior decoration. This section housed the products of local and international brands including Marina Furniture, Carpe Diem, The New Store and The Four Seasons Ramesh Gallery.

Face Of The Event

To mark the launch of the new fashion concept, BurJuman has unveiled a 'Face Of The Event' contest, which offers women in the age group of 21 to 35 years, the opportunity to grab the fashion limelight.

Fabulous prizes can be won including Dhs.10,000 in shopping vouchers and luxury beauty hampers. Those who wish to participate should submit their entries to BurJuman Centre. An expert panel will select the winners. Entry forms will be available at Information Desk I at BurJuman or can be downloaded from www.burjuman.com.

Woman of the Day

BurJuman also launched a 'Woman of the Day' competition, which will honour the most stylish shopper on any given day, throughout the Club Chic fashion extravaganza. The fashion diva of the day will be chosen between 5pm and 8pm and will be awarded exciting prizes.

Rossy Roberts Thomson, Director of Fashion Fantasia, who has pioneered the concept of wearable art in Australia said: "Today's younger generation of women are not only fashion-conscious but are also discerning in their tastes. Our fashion shows in BurJuman will help further enhance the profile of artistic creations through fabric, and raise the profile of textile crafts in the field of arts. What better place to showcase our creativity in this part of the world than Dubai, the new fashion capital of the world."

Melanie Miotti, Public Relations Manager for Paris Gallery, said: "As Paris Gallery is synonymous with prestige and sophistication, we believe these elements will add a distinctive international flavour to the "woman of the day" competition, particularly as we house some of the most exclusive and sought after brands in the UAE, such as Ferragamo, Aigner, Shisiedo.

Paris Gallery was proud to be associated with this particular event and we believe that the winner will personify not only the beauty and fashion aspects from the exterior, but will also exude these qualities from within."