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Posted On: 9 May 2017 06:02 am
Updated On: 12 November 2020 01:58 pm

Aruna Seth’s Butterfly Lands at Fifty One East

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Fifty One East, Qatar’s favorite department store, welcomes the joyful colors of London shoe icon Aruna Seth with her Spring / Summer 2017 women’s shoe collection, for her first show in Qatar.

The renowned English designer made her debut in Qatar at the luxury department store at Lagoona Mall with the famous iconic butterfly collection. The butterfly, or farfalla is the brand’s icon stemmed from her personal obsession with secret gardens, magic fairy dust and butterflies, always the preferred creation in the background, surrounded by crystals and the notion of magical fantasy.

Beautifully designed in London and handmade in Venice, Italy, Aruna Seth shoes are crafted from the finest soft Italian nappa leather, Italian silk and French Chantilly lace. Each shoe is adorned with the iconic Swarovski crystal butterfly, symbolising elegance and femininity. Designed to take you from day to night, Aruna Seth shoes are uniquely comfortable, irrespective of heel size, featuring a cashmere-like cushioning inside each design.


“The Butterfly shoe resonates with women of all ages and styles and makes them happy. It’s our ‘piece de resistance’,” says Aruna Seth. Her words are resembled at the red carpet, when top celebrities and fashion industry power players like Kate Hudson, Pixie Lott, Suki Waterhouse, Pippa Middleton, amongst others are spotted wearing the Farfalla.

This is not the designer’s first visit to Qatar having offered one to one meet & greet sessions at Fifty One East, Seth commented, “I always enjoy visiting and experiencing true Qatari hospitality. It is exciting to be launching my Spring/Summer 2017 Collection in person this year and providing the Gold Range Collection’ exclusively at Fifty One East. My collection is designed for princesses so it is only fitting for the most prestigious and luxurious store in Qatar to display our latest designs, as testament to their commitment to quality and style.”

She added, “The butterfly will continue to inspire our collections as our business evolves and expands into new environments. We will never lose sight of our original goal to make the best shoes in the world, and have fun on the journey.”

For Spring Summer 2017, Aruna Seth transcends to a place called the 'The Secret Garden'. Enchanted by its ethereal nature and a princess in her own fairy tale; she spends her time exploring a maze of glamour and sparkle. Floral tones, contrasting textures and glistening accents comprise this collection making it undeniably feminine with the necessary statements.


As the season unfolds, high summer offers sliders by the poolside in soft napper leather, whilst for the princess who wants to free her feet; she wears delicate sandals decorating the ankle with small butterfly accents. For the modern jet-setting woman, she steps out in skyhigh sandals for optimum impact. When dressing from the feet up is the only way, Candy crush courts are there to satisfy. Colored crystals catch the light with every step. Every shoe is adorned with a beautiful accent making delicate details and intricacy is the underpinning of this collection.

The London based shoe brand was born in 2009 in the leafy streets of Chelsea, and has grown significantly each year. Aruna Seth’s collections are available in Qatar, with exclusive collections available at Fifty One East in Lagoona Mall.