MG Holds Fashion Show with Emre Erdemoğlu

International fragrance company MG International Fragrance Company set a precedent at Beautyworld Middle East, the Middle East's largest and most prestigious trade fair, with a fashion show featuring designer Emre Erdemoğlu, bringing together fragrance and fashion. The Soul Space collection, bearing the signature of renowned designer Emre Erdemoğlu, draws inspiration from MG International's Deeply Winds, Emptiness, Free Spirit, and Hidden Desire fragrances. Since its establishment in 1961, MG International Fragrance Company has been known for its art, nature and human-friendly identity, continuing to pursue impactful projects in its journey through the world of fragrances driven by passion for scent. MG International, which builds strong business partnerships and potential customer connections in the Middle East and MENA region, introduced an entirely new concept exclusively for the Dubai Beauty World Middle East Fair, garnering significant acclaim in the fragrance sector for the first time. The meeting of fragrance and fashion realized with the Soul Space Collection, designed by Emre Erdemoğlu drawing inspiration from fragrances, provided an interactive experience to over 300 VIP guests from 35 countries through color and scent pairings. The show, choreographed by renowned choreographer Neseeba Sacreena and featuring 20 top models, was performed nine times in six-minute segments for the special guests. The collection, matching four main colors with four main scents, communicates through luxury and passionate materials, precious woods and spices, an extraordinary portrait of smoky sweet resins, an abstract and modern blend of saffron and mysterious dry amber, intoxicating amber, bold and provocative wood. Each fragrance is paired with loose-fitting trousers combined with flowing silk tops and flowing, changeable silhouettes ranging from theatrical and lavish designs to bolder tops.

Duygu Beşbıçak, Corporate Communications Manager at MG International Fragrance Company, made the following comments on the matter:

"We are delighted to collaborate with renowned Turkish fashion designer Emre Erdemoğlu to explore the fascinating relationship between fashion and fragrance by integrating the highest quality fashion pieces with luxury fragrance blends created with the Middle East market in mind."   Emre Erdemoğlu expressed his excitement and pride at creating a special collection for MG International, an international fragrance company. He noted that his new collection created with inspiration from scents explores how we find balance and happiness both individually and as a society, and that it carries traces of the period of relief following the global restriction period.

Erdemoğlu continued his remarks as follows:

"The collection I designed in masculine style for both women and men appeals to everyone who feels free. There is emotion, groundedness, both very dominant feminine energy and a very masculine attitude. Through the composition of colors and scents I created characters united around authentic, respectful, local and global stories that advocate self-acceptance with their contrasting elements, with their own established personalities."