Preview: Wellness Innovate

Three different diffusion lines make up the range. The first, Blue Sky Water, is an eco-conscious drink, with 100% sustainable credentials. Dubai+ is a zero-calorie energy drink aimed at fitness fanatics. And Dubai Kids is an educational tool that gives ‘Power 2 the Kidz’.

The core brand values were inspired by the contemporary idea of wellness in a physical, spiritual and mental sense. Dubai Water reflects the current rift between promotion and product. In an Ideas Economy, Wellness believes the concept is of a higher value to customers engaged in identity-building than indicators such as quality or authenticity.

Nevertheless, all of the clothes in the collection are based on a direct relationship with the subject of water, from its aesthetics to its benefits and its handling. Videos, fashion imagery, slogans, graphics, animations as well as a colouring-in PDF and interactive game for Dubai Kids, are featured on the media-heavy site. The bottom line is drink the water, then buy the gear.