In September, du announced a competition to give the opportunity for Emirati designers to win Dhs50k to refresh, reimagine and rework uniforms for the thousands of company staff members in retail stores across the UAE.
The announced winner, Shoug Al Fardan said, “I am so humbled to have been selected as the finalist for designing du’s new uniforms. To be selected from a wide group of Emirati talents, and to have the opportunity to have my work as part of an institution like du is an honor. I would like to thank them for providing me with this esteemed opportunity to have my designs a stage of this scale.”
The competition, which opened in September, was aimed at encouraging young Emirati designers to think out of the box to design uniforms that would celebrate the brand’s forward-thinking vision.
The contest drew over 120 entries, from which three semi-finalists were chosen by a judging panel at the du offices in January. Shoug won the competition with her innovative and creative design that captured the essence of du’s mission to redefine the digital customer experience.
‘We are delighted to announce Shoug Al Fardan as the winner of the uniform design competition. Her creativity and design align with the direction the brand is exploring with an omnichannel customer experience,” said Head of Direct Channels at du, Marwan Thani.
The new and improved uniforms are set to mark a fresh, new chapter of transformation in du’s brand journey as a digital-first telco.
In a mission to further celebrate homegrown talent, the UAE’s telecom operating giant continues to build a sustainable future.
As part of du’s commitment to corporate social responsibility and continued efforts to build a sustainable future, the old uniforms will be donated to a recycling centre.
For more information visit the official du Instagram account.
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