THAT concept store launches its first fashion pop-up with Dubai brand BLSSD

Dubai's latest concept store, THAT, is a soaring space of exposed concrete set across three floors at Mall of the Emirates, filled with the latest edgy offerings from around the region. Despite only being a few months old, it already announced its first in-store fashion pop-up, 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 unique designs to come out of the region, it is also the fashion arm of Blessed, a support group for cancer survivors. With Lama Riachi, founder and creative director of BLSSD, herself a cancer survivor, it's a topic close to the label's heart.

Now, with this new collaboration, BLSSD is bringing its Code 2.0 collection to the Mall of the Emirates store until the end of March 2021.

Filled with the strong silhouettes and play on volume that the brand is known for, it also brings utility-inspired jumpsuits, plus the feminine touch of slip dresses. There are high-low drawstring collared shirts which balloon out from the shoulders, as well as comfy, practical knits, with an asymmetrical hemline and matching neck piece. 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, Riachi says: "It's exciting to be collaborating with THAT and be part of their journey to revolutionise fashion and lifestyle retail in the region. Plus being its debut fashion pop-up is 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."