Madrid-based fashion label Wellness have launched a water brand named Dubai as a part of their latest collection. How do you introduce seemingly unrelated products into a clothing collection in a way that works convincingly? Madrid-based fashion label Wellness have taken their best shot.

Wellness are a brand that seek to bring about wellbeing on a physical, spiritual and mental level. Previous collections, and the way in which they’ve been communicated, have explored and presented a duality that the brand have readily tapped to create their latest venture: the launch of drinks brand Dubai. Comprised of Dubai Blue Sky Water, a 100% eco-friendly drink, Dubai+, a zero calorie option, and Dubai Kids, an educational tool aimed squarely at children.

The belief that they exist in an ‘ideas economy’, where concepts hold more focus than over-commercialised final products, led to the creation of an interactive, multidimensional site which features fashion photography, punchy and playful slogans, animations, moving graphics and an interactive game for Dubai Kids.

The clothes in the collection and the drinks brand find themselves synchronised by a direct relationship with water. From the way it’s handled and packaged, to its wide-ranging benefits.