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Grazia ME: HOW SHOESTOVA PLANS TO CHANGE THE WAY YOU SHOP

Grazia ME Nadine Mneimneh

” We are a shopping experience, where experience comes first. It’s a community, not just a business or a pop-up. Shopping should be entertaining “


Grazia ME - Nadine Mneimneh

She may be one of the region’s best-loved bloggers, but Natalia Shustova isn’t about to stop there. “I’m a very creative person and I have a lot to share. My blog is only the beginning of what I want to do in fashion. I launched Shoestova as an outlet to express my creativity. Three years on, I actually want to make a statement in the fashion industry and create a platform that will inspire people and help change their perception.”
Shustova’s statement comes in the form of GREY SPACE, a sales and distribution agency and fashion consultancy offering showroom representation in the Middle East for emerging fashion, jewellery and accessory designers from all over the world. “GREY SPACE is a travelling concept store that curates fashion, art and design with a very strong focus on social elements such as all-day breakfasts, live music, cinema screenings, and workshops,” Natalia tells Grazia of the inaugural event. “Today we’re in Dubai but next time you could find us in London or Baku or Sydney. The set-up will always have the same feel, but the brands and designers and the collections we curate in every location will be always new, different, unique.”

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