EUPHORIA “Dolce Vita” AW21/22 The Emirati label, Euphoria, has presented today its second collection on the official calendar of the Arab Fashion Week premiering a fashion film which is shot at the luxurious DIFC – Dubai International Financial Centre. The “Dolce Vita” titled collection which is translated from Italian as “The Good Life” takes us back in time to the 1960s comedy-drama movie of the Italian film director Federico Fellini, in a choreography of the models walking inside the DIFC fountains similar to the “Dolce Vita’s” Roman famous Trevi Fountain. The capsule collection curated the belief of the selected approach, through voluminous shapes and optimistic colors symbolizing freedom and hope. Euphoria collection “curated’ minimalist tone collection with simple yet beautiful structured shape. Curated pieces displaying modernity and classic style to stand out against a neutral palette of Nude, silver-gray, black color blocks broken up with flashes of nude and tone of shimmery Rose Gold.” The entire collection is built on soft fabrics that manage to further showcase the collection as a flattering figure. Paired down with details that reveal the bare and beautiful bone of pieces, considering the layers, pleated fabric to compliment the simple silhouettes adding their unique appeal.


The euphoria collection first started off as a hobby in late 2018, when friends and family started taking an interest in euphoria garments, 6 months later euphoria was turned into a business and established the production in Dubai, UAE 2019.

Euphoria brand is composed of elegant, exotic creations that are designed to flatter the modern woman. The brand is feminine in that it combines luxurious fabrics and intricate embellishments, granting the line its qualitative edge.

In a short period of time, Euphoria successfully stocked with a maximum sell-through; Galeries Lafayette (Dubai Mall, Dubai), House of Fraser (Yas Mall, Abu Dhabi), Chique la boutique (Abu Dhabi), SAKS Fifth Avenue (Bahrain), Ounass (online shopping outlet), Harvey Nichols (Doha) and (Online).