Tory Burch flew to Dubai to celebrate the launch of 4 exclusive kaftans, host a private dinner, attend a surprise performance, engage in one-on-one interviews, do a photoshoot and more. With the designers visit to the region approaching, HAVAS PR had the opportunity to capitalize on this key moment and create strong buzz that would drive brand awareness and visibility.

Tory Burch celebrated the launch of 4 exclusive kaftans with an event at the pop-up display in Level Shoes Dubai Mall. Guests enjoyed meeting Tory and taking pictures, while discovering the collection and listening to tunes by DJ Liutik. Diala Makki, Dubai TV presenter, also took the opportunity to interview Tory for her 2 shows, The Insider and Mashaheer. In addition to the kaftans, the display also included the Middle East exclusive croc embossed collection, seasonal shoes and handbags, and a table set with Tory Burch home products.

Following the pop up, the celebration continued with an intimate dinner for 85 guests at the private courtyard of One & Only the Palm. Guests enjoyed champagne and cocktails followed by a dinner from Michel-starred chef Yannick Alleno. Long banquet tables were set with Tory Burch’s home collection, with candles and lanterns. After dinner, guests were escorted to the resort’s private marina for a surprise performance by Gloria Gaynor.

Tory met with top press for interviews including HIA, Vogue Arabia, Grazia Middle East, Marie Claire Arabia, Women’s Wear Daily, Harper’s Bazaar Arabia, Savoir Flair, Elle Middle East, Grazia UK, Grazia Germany and Entertainment Tonight TV and The Insider TV.