There is something undeniably cinematic about winter. Even in Dubai, where snowflakes are more fantasy than forecast, the season inspires a kind of collective longing for sparkle, softness, and a little theatrical magic. APM Monaco has always understood this instinct. Born in Monaco and shaped by the Côte d’Azur’s effortless glamour, the brand marries craftsmanship with a breezy playfulness that feels both global and unmistakably Riviera. Founded by Ariane and Philippe Prette and helmed creatively by Kika Prette, APM Monaco has grown from a family legacy into a global brand.
This season, the brand turns its attention to winter’s quiet poetry with the launch of the ‘Hiver’ Collection, a glittering tribute to the season’s beauty. Instead of treating winter as something cold or muted, APM Monaco reimagines it as an invitation to revel in light. The collection pulls inspiration from the purity of fresh snow, the flicker of winter lights, and the mesmerising geometry of falling snowflakes. These cues emerge in statement pieces that balance drama with precision. Expect intricate labyrinth motifs reminiscent of ice cracking underfoot, delicate snowflake-inspired forms that feel almost hand-carved from frost, and silhouettes that shimmer.
What anchors the collection is its versatility. Designed to elevate daytime looks and evening outfits with equal ease, the ‘Hiver’ pieces bring refinement in a way that transforms even the simplest winter wardrobe into something luminous. Whether worn solo or layered, each piece radiates a sense of intention and artistry.
And because a collection this enchanting deserves a campaign to match, APM Monaco crafted a visual story rooted in winter’s most wondrous moments. Every image leans into the season’s dreamlike atmosphere: sparkling textures, soft light, and accessories that seem to float between fantasy and reality. The campaign evokes the feeling of stepping into an elegant winter night.
This chapter also marks a milestone for the brand in the region. APM Monaco introduces Hannah as its new Middle East ambassador, a choice that feels both natural and exciting. She reflects the sophistication and freshness of the ‘Hiver’ Collection. Her role signals the brand’s continued commitment to storytelling that resonates deeply with Middle Eastern audiences.
With boutiques across the UAE, including Dubai Mall and Galleria Abu Dhabi, APM Monaco continues to expand its footprint as a leader in accessible luxury. And as the ‘Hiver’ Collection arrives, one thing is clear: winter has officially found its sparkle.
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