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Before Rolls-Royce created the first Goodwood Ghost in 2009, significant time was invested in understanding the group of clients it was tailored to. These were men and women who held the marque’s relentless pursuit of perfection in high esteem and sought a slightly smaller, less ostentatious entry to the Rolls-Royce brand.

The result was a motor car smaller in scale, less overt in design and obsessively simple. Its success fulfilled Rolls-Royce’s most ambitious expectations and it became the best-selling product in the marque’s 116-year history.

Additionally, as more Ghosts entered the world, the brand’s Luxury Intelligence Specialists were able to identify developing behaviours in how this particular layer of clients used their motor car, the manner in which they commissioned it and how they perceived Rolls-Royce in a more general sense. This vital data would inform the design and engineering direction of the new Ghost.

As with all primary research conducted by the marque’s specialists, these experts were asked to present their findings, offering a rare insight into this highly private consumer group. In this short film, Rolls-Royce shares some of these insights to demonstrate the underlying substance of the highly progressive new Ghost ahead of its official unveiling in autumn this year.

The four-part series continues with Rolls-Royce Product Manager, Stephen Finch, who was responsible for charting a global picture of these changes in age and attitude. Finch says “The success of the first Goodwood Ghost taught Rolls-Royce a huge amount about itself. We became aware of an entirely new group of people who used and commissioned their cars in ways that we hadn’t seen before. The new Ghost meets their demands with alacrity, and we look forward to learning what this exceptional product will teach us about this layer clients in the future.”

The marque chose the popular and aesthetically appealing medium of animated illustrations to convey these insights. Rendered first by renowned illustrator, Charlie Davis, they were animated using the latest modelling technology to cohesively and beautifully represent these findings in a fashion that befits the highly progressive new Ghost.

In addition to these insights presented in animation form, a series of five podcasts have been launched that reveal the marque’s findings, as well as insights into the underlying material and engineering substance of new Ghost in long form. Hosted by Johanna Agerman Ross, Curator of Twentieth Century and Contemporary Furniture and Product Design at the Victoria & Albert Museum in London, the podcasts are available on Apple, Google, Spotify and Deezer.


“I am fascinated with The Blitz club, particularly Homer Sykes’ pictures of it. It was a place of freedom and individuality, a mix of cultures: performers, the establishment and art. We don’t seem to have that now, that collision. And the collision is important.” – Mark Weston, Creative Director.

Inviting you backstage at their Autumn Winter 2020 show in Paris, dunhill announces its latest campaign, ‘The New Wave’, an exploration of new and established codes and the continued evolution of the House.

In a series of intimate reportage shots, the new campaign reflects the spirit of seminal London nightspot the Blitz Club, as seen through the lens of British photographer Homer Sykes at the start of the 1980s. Known for its clash of culture, class, and the burgeoning New Romantic scene, the Blitz Club personifies the renewed direction of the House and the multiplicity of the dunhill man.

Capturing the energy, detail and camaraderie of the dunhill AW20 show, models Aleksander, Lawrence, Daan and Paavo represent a more authentic depiction of young men. As cultivated over the past few seasons, the latest collection embraces both the old guard and the avant-garde. Luxurious leather outerwear is layered over tailoring that is both rigorous and sensuous. Pegged trousers, a further nod to the New Romantic scene, provide a more relaxed lower half.

“The man in this collection is a cross between the preppy and the new wave, the establishment and the anti-establishment – it is not about making purely singular characters. Instead, it is about taking all those elements and putting them together, reconstructing and recontextualising.”

Featuring prominently within the campaign are the House’s newest additions to footwear and leather goods. The Axis Runner combines a 1970s aesthetic with elevated detailing, whilst The Lock Bag takes inspiration from the classic British attaché case. Inherently dunhill in its DNA, this new icon is the manifestation of Creative Director Mark Weston’s vision, where House heritage and contemporary elegance is embraced at just the right tone.


© 2019 DUNES

DUNES  magazine is  the Middle East luxury lifestyle magazine covering local, regional and international fashion news  in addition to articles from our editorial team about fashion, lifestyle, health & fitness, watches & jewellery, beauty,  travel & hospitality, interviews and many more features.

Dunes magazine is a supplementary of Maqina