FITCH worked to create a product that would be the ultimate tribute to the historic burqa, which is such a strong emblem of Emirati women. There is a lot of misunderstanding surrounding the burqa as it is commonly confused with niqab, hijab or tchador and described as a purely religious attribute. FITCH wanted to show that tradition could lead to fashion and that “Muslim fashion” could be hip, contemporary and respectful.
As a means of succinctly and evocatively showcasing our capabilities, we consolidated our knowledge of the Emirati cultural and commercial landscape to create a fashion brand from scratch; the “bq” brand. FITCH Dubai has always been the partner of choice for local companies and entrepreneurs, this project aimed to position ourselves as the most cultural savvy and innovative agency in the market place.
The result is ‘bq’ – a range of sunglasses inspired by the burqa and the first ever luxury eyewear concept to originate from the UAE. It also represents the first attempt to use local culture to drive the development of a globally accessible fashion product. Fitch generated the concept, designed the product, then created all brand applications and touch points, from packaging to retail and e-commerce website. Bq rapidly became a phenomenon as this “virtual brand” was featured in more than 40 articles in less than one week. As of today, “bq” is looking for investors and could become a great success story made in the UAE.