Turkish based fragrance producer, MG International Fragrance Company, has confirmed its participation in this year’s Beautyworld Middle East event, the region’s largest international trade fair for the beauty industry, running from the 31 October – 2 November at the World Trade Centre in Dubai.

Corporate Communications Manager, Duygu BE?BIÇAK said: “We are delighted to be a gold sponsor at this year’s Beautyworld Middle East where we have joined forces with famous Turkish fashion designer Emre Erdemo?lu to explore the fascinating relationship between fashion and fragrance, integrating key fashion pieces with top quality, luxury fragrance compositions, created with the Middle Eastern market in mind.”

In preparation for this year’s event, MG International and Emre Erdemo?lu collaborated to launch the Soul Space Collection which explores how we find balance and happiness both individually and collectively, particularly following the turmoil of the last few years. The collection pays particular attention to natural and sustainable products that work with the environment to promote healthy living, personal care and healing. The new line combines each fragrance with several on trend pieces such as flared trousers paired with flowy silky tops and bolder tops paired with natural bottoms ranging from fluid, changeable forms to more theatrical and extravagant designs.

Corporate Communications Manager, Duygu BE?BIÇAK said “Integrating fashion with fragrance is at the core of the Soul Space Collection. The way that certain scents can stimulate emotions and create experiences in collaboration with the way we look is incredibly powerful and we have developed a range of fragrances that will help us to feel more luxurious, emotionally calm, invigorated or focussed on healing.”

The new Soul Space Collection will be showcased during several 30-minute fashion shows all of which have been produced by choreographer Naseeba Sacrannie and will use professional models. The daily shows will be hosted in the VIP area of the MG International booth at 1.00, 15:00 and 17:00 hours every day.

Each member of the audience will leave the fashion show with a swatch of four Soul Space Collection colours and four fragrant stones to integrate with each of looks.