We know where we’ll be on Friday…

Popular British e-commerce site Missguided is opening a store in The Dubai Mall. The British e-tailer, which is famous for its fast fashion pieces, especially partywear, is set to open its first Middle Eastern store at 10am on Friday February 1.

Found on the first floor, the store is opposite Dubai Aquarium, near Forever 21, taking the spot formerly occupied by New Look.

Missguided is popular for catering centrally to young millennials, offering shoppers more than 500 new styles each week, that are inspired by street style, catwalk shows and social media. It’s released collections with stars including Nicole Scherzinger and Jourdan Dunn, as well as brands such as Barbie and Love island.

Fashion site Drapers first announced the news that Missguided would launch in the region earlier this year, after it agreed a franchise partnership with retail group Azadea.

The article also indicated that Missguided would roll out a website and a click-and-collect service – so we can’t wait to see that go live soon too.

“We are thrilled to introduce Missguided to the Middle East with a forward-thinking and creative fast-fashion experience. Alongside our partner Azadea, we will deliver a multi-touchpoint shopping journey with unique fashion concepts for every element of life,” Nitin Passi, CEO and founder of Missguided said at the time of the announcement.


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Images: What’s On/ Facebook.com/Missguided