Dazed Digital


Inside/Out: Melina Mitri

December 8, 2011

City inspirations with the creative polymath behind the acclaimed S*uce boutique

  • Text by Kate Hazell

Born and bred in the UAE, Melina Mitri is one of the people responsible for the quirky and imaginative campaigns behind S*uce boutique, one of Dubai's long-running and best designer boutiques. Here, one of the city's regular culture vultures shares her Dubai life...

Satellite Voices: What’s your occupation... a) during the day & b) at night?
Melina Mitri: I do PR and Marketing for S*uce, a fashion and lifestyle concept boutique based in Dubai. By day and by night.

SV: Where do you live and what inspires you about that area of town?
Melina Mitri: I live in Barsha. I absolutely love it. It’s very close to the gallery district in Al Quoz, is walking distance from the mall (a girl needs to shop) and is one of the few true pedestrian areas in Dubai. I love the little random hair salons, the falafel shops, the tailors…There’s even a Regal! (Regal is one of the better known fabric shops in Dubai). I love walking around Barsha.

SV: How long have you lived in your city and brought you there?
Melina Mitri: I was born in Abu Dhabi but was always drawn to the spirit of Dubai. There’s something about this city that draws you in, and makes you wanna hug it. Some days it hugs you back.  

SV: What does your city mean to you?
Melina Mitri: Dubai is home. People talk about the ‘real’ world, but this is what is real to me. I love travelling and experiencing other peoples’ realities but this is mine.

SV: What do you think of the local fashion scene here?
Melina Mitri: There is an incredible fashion scene here! S*uce has been stocking and supporting local talent since it opened the first boutique in 2004 and I can tell you that everyone and their mother / brother / sister is a fashion designer. Dubai is a young city and people are very passionate about fashion; desperate for an outlet for their creativity. We love coming across new, super creative designers. Most designers struggle with production though, which is why S*uce set up Two Scoops, the distribution and consultancy arm. We need to set up a government endorsed fashion council that helps designers get their feet off the ground. It’s going to take time but I think we are on the right track and definitely on the brink of something huge. The creative landscape is bursting at the seams.

SV: Can you talk about the best creative youth cultures in your town?
Melina Mitri: There are places in Dubai that are hugely supportive of youth cultures, especially the young music and art scene. TheJamJar and The Fridge for instance do so much in that respect I love everything they do, and the passion with which they do it. I remember when TheJamJar was a tiny DIY painting studio in Oud Metha six-years-ago, now it’s so much more than that: gallery space, music venue and all round creative hub. I love that I got to witness and support that.

SV: What are your plans for the weekend?
Melina Mitri: Dubai International Film Festival. And the after parties, of course.

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