Rami Al Ali has added a new digital customisation feature on its e-commerce site. The latest concept, which is a first of its kind in the region, enables clients to personalise and modify elements of the pieces they have selected, enhancing user experience for those who want to add a touch of individual style. Remaining true to the DNA and craftsmanship of the Al Ali brand, each gown can be tailored according to the occasion, individual taste and body shape.
Over the past two decades, the Dubai-based brand has regularly pushed boundaries through creativity and innovation. And the launch of the customisation feature explores the relationship between physical and digital abilities to create modern design concepts and augment the personalised luxury e-commerce experience for women in the region.
The new digital concept allows shoppers to feel as if they are on a physical shopping experience with Al Ali himself. Embracing the Syrian designer’s longstanding spirit of innovation and artistry, the digital customisation experience beautifully bridges his tailor-made element of his couture collections with the instant gratification that his ready-to-wear line offers.
The dreamlike, flowing silhouettes of Rami Al Ali are every bride's dreams. The global designer shares the secrets of his exemplary bridal couture with #AboutHer: https://t.co/o0iZp61w5c pic.twitter.com/Bj8xVum8yA— About Her (@AboutHerOFCL) March 29, 2020
Envisioning wonderful synergy and creativity with the Rami Al Ali woman, the designer, who recently dropped his 27-piece autumn/winter 2022 ready-to-wear collection, wanted more flexibility when it comes to the final design. With this move, Al Ali, renowned for his signature meticulous beadwork and contemporary and sharp tailoring, is creating a perfect partnership with women and making them feel involved.
While the new feature shines the spotlight on a new perspective on fashion design in the ever-growing evolution of the internet, the brand’s core values and level of focus to detailed handwork remain unchanged.