What inspired you to launch new online luxury designer rental service Front Row?
Living between London and Dubai, I felt that there was a gap in the market between aspirational high end fashion and the true everyday fashionista. I wanted to create a service that bridges this gap and makes aspirational fashion, accessible fashion.
Front Row has a unique voting system upon which the company’s buying is based. What’s getting the most votes by your customers?
We are getting a lot of interest in Fendi’s iconic skiwear.
Fendi skiwear
You also have stylists on hand. What’s your top tip for staying stylish on the slopes?
Have fun with your style choices on the slopes – it’s always great to add pops of colour to contrast the usually monochromatic ski attire. Also, ensue your outfit is well tailored and fits impeccably. This will improve your style statement and help you stay warm.
How should we go about choosing that showstopping atelier gown?
Why limit yourself to just one. Front Row is a lifestyle service that eliminates the age old question ‘Will I ever wear this again?’ With Front Row, you don’t have to. Take your pick from our curated line-up of couture, from Atelier Versace, Jenny Packham, Pucci and many more.
How would you describe London style?
Having lived in London for the past six years, I have witnessed a complete style evolution in the city and to a large extent in my own style. London is such a melting pot of cultures from around the world and its aesthetic reflects global style. One of my favourite quotes rings true: ‘style is a way of expressing yourself without having to speak.’
When you’re not working, where can we find you?
Undoubtedly, travelling. I’m an avid traveller and find any opportunity between work to satisfy my wanderlust.
What is your favourite London building?
The Shard. It’s a beautiful addition to the London skyline and it reminds me of the skyline back home in Dubai.
What’s on your bedside table?
I absolutely adore flowers, so I make sure to keep a vase of fresh flowers on my bedside, along with a candle and a few framed photos of family, friends and the [Front Row-branded] bus from my Front Row launch party.
What’s your motto?
I think it is important to love what you do and do what you love. I am lucky enough to already be living this motto. I can only hope and strive to make my journey even better!
What’s next?
We have some exciting things planned for Front Row, including unique collaborations and adding designers to our offering. Watch this space!
