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OSKELLY Aims To Shake Up The MENA Luxury Fashion Market

The Eastern European platform will use investments of over $1 million to revolutionize the Middle East’s $89 billion fashion industry.



oskelly aims to shake up the mena luxury fashion resale market

OSKELLY, the luxury fashion resale platform from Eastern Europe, has set its sights on the United Arab Emirates and is poised to reshape the nation’s fashion landscape. Armed with an investment fund exceeding $1 million, the company plans to digitize the fashion resale sector, advocate for sustainable consumption in the Middle East, and rejuvenate the region’s $89 billion fashion resale industry.

OSKELLY will begin its expansion by introducing a fashion wardrobe ecosystem aided by digital and AI solutions catering to Emirati users. The OSKELLY app allows for both buying and selling of pre-owned luxury items, with social tools enabling users to bid on items and showcase their collections.

Founded in 2017 by the sibling duo of Albert Oskanov and Zaira Keligova, OSKELLY boasts a European user base exceeding 500,000 and an extensive portfolio spanning over 3,000 luxury brands.

To combat counterfeit items, OSKELLY has devised a comprehensive offline authentication process, employing an in-house team of experts to scrutinize the quality, authenticity, and condition of luxury goods both during the uploading phase and before dispatch. Once certified, items undergo pre-sale preparation, including steaming and minimal restoration, before being sent to buyers in branded packaging.

albert oskanov oskelly co founder and ceo

Despite phenomenal growth, OSKELLY’s mission is about much more than commercial success. Albert Oskanov, the CEO and co-founder, emphasizes: “It’s about our mission to create a community-driven fashion ecosystem in the Middle East. We’re here to rewrite the luxury fashion resale story, and we’re driven by a genuine desire to make a difference at every level — from our wardrobes to the world in which we live”.

Also Read: Mobile Trends Shaping MENA In 2024

The Middle East’s fashion industry market, valued at $89 billion, stands as fertile ground for OSKELLY’s expansion. The second-hand luxury bag market in Dubai alone is estimated to be worth $68 million, with the UAE’s total market revenue now around $3.5 billion.


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Adobe Teases New AI Editing Tools And Updates In Premiere Pro

The video editing app will be enhanced with a generative extend tool, text-to-video, improved timeline waveforms, and more.



adobe teases new ai editing tools and updates in premiere pro

After launching the generative AI model Firefly last year, Adobe is now showcasing how the technology will be used in upcoming versions of the editing app Premiere Pro. In an early sneak peek, the company demonstrated several new features, including Object Addition and Removal, Generative Extend, and Text to Video.

The first new feature, Generative Extend, targets a common video editing problem by using AI to “Seamlessly add frames to make clips longer, so it’s easier to perfectly time edits and add smooth transitions”.

Meanwhile, Premiere Pro’s Object Addition & Removal tool will leverage Firefly’s generative AI to “Simply select and track objects, then replace them. Remove unwanted items, change an actor’s wardrobe or quickly add set dressings such as a painting or photorealistic flowers on a desk,” Adobe states.

Adobe also showcased another new feature that can automatically generate new film clips using a text prompt. To use the content creation tool, editors can “Simply type text into a prompt or upload reference images. These clips can be used to ideate and create storyboards, or to create B-roll for augmenting live action footage,” Adobe explained. The company seems to be commercializing this particular feature extremely quickly, considering generative AI video only appeared a few months ago.

Also Read: UGREEN Unveils Nexode RG 65W Charger For Middle East

The new additions to Premiere Pro will be added later this year, but Adobe is also introducing smaller improvements to the editing app in May. The changes include interactive fade handles to enable easier transitions, an Essential Sound badge that uses AI to “automatically tag audio clips as dialogue, music, sound effects or ambience, and add a new icon so editors get one-click, instant access to the right controls for the job”, along with effect badges and a new look for waveforms in the timeline.

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