INJI CHALHUB OPENED A NUMBER OF MULTIBRAND BOUTIQUES IN THE EMIRATES IN THE 1990S. NOW THIS NETWORK IS CALLED ETOILE AND TOTALS 37 STORES. THAT ON LAST DAYS, LOCAL FASHIONS AND TOURISTS FROM DIFFERENT COUNTRIES OF THE WORLD MAY APPEAR ON THE STREETS OF DUBAI IN CHRISTIAN LACROIX, KENZO, AZZEDINE ALAIA, TOD'S AND CHANEL, A LITTLE MEASURE OF CHALHUB. “MY MIXED CULTURE TELLS ME WHAT THE WOMEN NEEDED AND ARRIVED,” ENGI STUDENTS STARING IN PARIS SAYS.
One of the Etoile boutiques located in Wafi City, whose interior was designed by the famous French decorator Jacques Garcia, is called to serve as a guiding light for luxury lovers. In the middle of the boutique, a gigantic sculptural composition rises, and the goods are located as museum exhibits, and in addition to the pillars of fashion there are not very loud but promising brands. The spirit of baroque luxury reigns everywhere: there are golden garlands on the walls, round wine-red banquets in the corners, and the curtains in the dressing rooms are made of natural pearls (not without reason Inzhi means “pearl”). Surrounded by all this beauty, we are talking with its creator and owner Inji Chalhoub.
- Inji, tell us how and with what your affair with fashion began?
- This is a very good question. Thank. My romance with fashion is all that I live today. This is me. This is the story of my success. This is the true passion that a person can experience in relation to fashion.
The story of my fashion affair is the story of a woman who is really in love with fashion. This is much more than ordinary everyday life, devoted to family, husband, children. I needed something else.
Each woman needs additional impressions and hobbies in life. Each of us has a secret passion that we want to translate into reality. For some, cooking becomes a passion for others, for others - taking care of children, someone finds himself in culture and art. There are those whose calling is charity and helping others. I found myself in fashion.
I think many women feel the same way I do. When I go shopping, I sometimes do not want to devote my husband to my plans. I really want to surprise him with some new outfit. Choosing a new thing for me is, in a way, an intimate event. The desire to be alone with yourself.
We women need such hobbies to always anticipate our own desires and our relationships with fashion. She, too, is moody, like many of us. Fashion is more than just new clothes or shoes. For me, fashion is an art. It has a lot of artistry and a lot of creative. Fusion of fashion and art is a science that I have been comprehending all my life.
- How was the network of Etoile boutiques created?
- I wanted to create my own world of fashion, and inside it is a true work of art. I am a woman in love with fashion. In her artistry and creativity. Creating Etoile, I wanted to tell all women about the latest trends, about the “hottest” trends, about the most fashionable things of every season that can surprise their husbands and loved ones.
- I must say that on your part it was a very bold step - to open fashion boutiques in the Middle East region. This is not Paris, not Milan, not London. In addition, a woman in business in an eastern country is a rarity. How did you decide?
- The truth is that being a woman is always difficult. And not only in the Middle East, Maybe I will surprise you, but even in
Europe or the USA, it is very difficult for women to prove that they are worth something. Men do not want to reckon with the fact that we are somewhat smarter than them, and can conduct independent business. Therefore, it is no secret to anyone that not only in the Middle East do men perceive women in business with some skepticism. All over the world today, women presidents or women leading large companies are more an exception to the rule than the norm.
Another truth is that not all women can achieve their career goals. First of all, because women have to do many things almost simultaneously. Moving up the career ladder, a woman must be sure that everything is in order on the family front. If everything is well established in her family and social life, then the woman rushes to the path of further development - in her profession or career.
It’s easy for me, because my passion is an integral part of my social and professional life. I did everything so as to be sure that everything else was fine with me, so I can afford to “twist novels” with fashion.
You raised the question regarding the formation of the fashion industry in the Middle East as a whole. And especially the Haute Couture industry. I myself value luxury and love when I am surrounded by beautiful and exquisite things. My principle is either to have all the best, or not to have at all. In this case, the third is not given.
You know, even as a student, I didn’t like to buy many new outfits, I saved money to buy one or two good things in a season. This has always been my setup. I never spent money right and left, because I always thought that it was better to have a couple of cool things, or even one, than a lot of any clothes that I would not even wear. Loyalty to this tactic, by the way, is confirmed by time. Even today I have things that can be safely attributed to vintage and combine with fashionable novelties. I give my old clothes a new life. And some things just live out of time. It is unlikely that it would ever occur to me or anyone to call them old-fashioned. All of them are of the highest class and quality. I personally can’t part with beautiful and beloved things. Of course, sometimes I have to give something, but basically, there are no random things in my wardrobe. I really love and appreciate all my clothes, shoes or accessories. I understand how much work and talent was spent by designers on the manufacture of each item. It is very important for me. I feel involved in the creation of works of art.
It was precisely this feeling that I wanted to give to all women through Etoile boutiques. Without exception, all women have a very subtle sense of beauty and want to be always beautiful. I think that it is in clothes that a woman can express her individuality, because choosing our wardrobe, combining different things among ourselves, we realize our creative potential, allowing him to go beyond the ordinary. For me, fashion is a way of self-expression.
- It turns out that by presenting exclusive products of fashion brands on the Etoile network, you thus show your customers what High Fashion is and what the mass market is. You make people feel the difference. What, in your opinion, is the concept of a multi-brand boutique good? Do you have a lot of customers from Russia and neighboring countries?
- In a multi-brand boutique, a woman can create her own look from “A” to “Z”. Etoile boutique customers are those women who follow fashion and are well-oriented in new products. They know exactly what the latest fashion trends are and what exactly this season is in first place in the ratings.
The whole idea of creating Etoile was not to represent completely the collections of any particular brand, since we have single-brand boutiques such as Chanel, Ralph Lauren, Valentino, Tod's, and try to find things in different collections that can be harmoniously combined among themselves, creating unusual ensembles. Here we look at the texture, and the color scheme, and the fabric. And if someone wants to dress from head to toe in Lacroix or Chanel, then he will go to one of these branded boutiques. But here, in Etoile, we really try to select the best from different couturiers and designers, as well as bestsellers from each collection, in order to try to create unique ensembles from them. Here you will find D&G, complete with Dior or other couturiers, sometimes not even known to the general public. Such designers, by the way, have very interesting collections that are in no way inferior in quality to eminent masters of High Fashion. All the time we try to show our customers something that they will never meet in another store. This distinguishes Etoile boutiques from the rest and makes us trendsetters.
As for our Russian customers, they know and feel the latest fashion trends very well. That is why they so appreciate the collections that we select for them. They know the price of quality and the fact that our collections are timeless, glamorous and completely charming. And most importantly, all the collections in Etoile are examples of High Fashion. In everything. Quality, new ideas - all at the peak of fashion trends. For example, this season, we present magnificent Valentino bags decorated with flowers - black and scarlet from patent leather and satin. Fur products are in great demand at Etoile. This season - they are the colors of a green apple or purple. These are the most fashionable colors of the season. And these are really bestsellers.
New, unknown designers are always represented in Etoile, which draws even more attention to us. Some eminent designers make their collections specifically for Etoile boutiques. For example, the famous Japanese couturier Kenzo Takada makes collections for us under the Takada brand. One of the collections of Takada was created by him specially for the Middle East region and consisted of spacious women's dresses with wide sleeves, which are called "caftan" here. They are only in Etoile.
- Inzhi, being such a fragile woman, you work with art directors and presidents of leading fashion houses, take part in High Fashion Weeks in Paris, Milan, New York and London. How do you manage to find a common language with talented, but sometimes capricious couturiers and their teams?
- It's not easy, but very interesting. As I said, in our time it is difficult to be a woman in the world of men. But we have an advantage - we women have an innate sense of beauty and strive for excellence all the time. I am a woman, so I can allow myself to be different all the time, while remaining in harmony with myself. In the morning I am a business woman, in the afternoon I can appear in the guise of a housewife, inviting my colleagues to a bachelorette party for a cup of tea, in the evening to transform into a "vamp woman" or a glamorous beauty. It all depends on the situation. And my mood is always different.
High Fashion designers are always flattered when they see their clothes or shoes on those with whom they collaborate. Therefore, when I am heading for negotiations at Dior House, I am a “Dior woman” - from sunglasses to a purse and shoes. Moreover, I must definitely have the latest news from the House of Dior. Thus, I non-verbally show that I am the "ambassador" of this brand. The same thing happens with other Houses. I reincarnate as the "woman of Chanel" or the "woman of Christian Lacroix". For me it is a theater, stage, game. I like to change styles and images. After all, every woman is a born actress. And the ability to play well always properly affects men. Even very talented (laughs).
Of course, when I don’t have meetings with certain Fashion Houses that usually take place as part of the Haute Couture Weeks in Paris or Milan, I combine my ensembles to my taste. And then I become the "Etoile woman". I do not set myself the task of dressing up as a monobrand, I create my own style and image, which is just in tune with the whole philosophy of Etoile boutiques.
- We know that it is the Etoile network that is behind the organization of High Fashion Week in Dubai. With such a busy schedule, is there always time for communication with her husband and children?
- Thank God, my husband and my children support me in everything. Indeed, over the past few years, I have been directly involved in organizing Dubai High Fashion Week. This year we will present to the audience a fashion show of all the brands offered in the Etoile boutique network, but so far this is a big secret.
As for the family, I can tell you that my household is not as passionate about fashion as I am. I have two grown sons. I love sports very much, so I often go to Europe with children to ski resorts, and also spend weekends at Ski Dubai. A year and a half ago, we all went together to the World Cup in Germany. It turned out that I was also a passionate fan. I really like reading, and when I have free time, I devote it to reading fiction and historical literature. I also really like going to museums and art galleries. That's where the storehouse of world treasures is! Of course, there’s not enough time for everything. But still. I try to work in such a way that the family does not feel that their wife and mother "went into the gap." How to achieve this? Everything is simple. I created an excellent team around me that acts clearly and harmoniously. This is the secret to success - working with professionals and people who are passionate about the common cause. Then there is time for yourself, and for rest, and for communication with family and friends. And, of course, fashion. After all, we have an affair with her.
