Leading private developer Danube Properties on Tuesday expanded its portfolio of branded residential projects with the launch of Fashionz, an ultra-luxury tower in partnership with FashionTV, as demand for high-end and branded residences continues to lead the local real estate market.

Located in the Jumeirah Village Triangle (JVT), the tower features more than 700 flats across 65 floors, each designed to reflect the glamour associated with the FashionTV brand. Prices for the flats start from Dhs850,000.

This is the tallest tower announced so far at JVT.

In February 2023, Danube Properties launched Viewz in partnership with luxury car manufacturer Aston Martin as its first branded residential project.

According to real estate consultancy Savills, Dubai leads the world in branded residences, attracting a range of domestic and international buyers.

Rizwan Sajan, founder and chairman of the Danube Group, said branded offerings will continue to be sought after in the UAE, and Dubai in particular, as the city is known for its high quality lifestyle." Demand for branded flats will continue to emerge," he said.

Danube Properties launched five projects last year - Pearlz, Gemz, Opalz, Petalz and Elitz - with a total of 2,099 residential units and a development value of more than Dh2.05 billion. All of these projects have been sold out due to the high demand for affordable luxury homes in Dubai. Together with Fashionz, its current development portfolio comprises 22 projects and 10,713 units.

Rizwan Sajan said the look and feel of this new development will be very elegant and highly stylish, with lobbies and interiors equipped with very artistic and unique offerings.

The tower will have more than 40 facilities and amenities including FashionTV gym, FashionTV rooftop bar with swimming pool, FashionTV restaurant, FashionTV café, Zumba and dance studio, meditation area, trampoline park, fashion ramp, badminton court, ice rink, outdoor chess, fashion school, outdoor cinema, table tennis, cigar room, Japanese garden, business centre with meeting space, on-call doctor and snooker area and much more.

The chairman of Danube said the project would bring glamour and luxury fashion to the property.

"Our brand is all about luxury, elegance and beauty and we believe Fashionz will embody these qualities and create a truly unique living experience for our residents," said Maximilian Dennis Edelweiss, CEO of FashionTV.

Anis Sajan, Vice Chairman of Danube Group, is confident that Fashionz will exceed the expectations of buyers.

They always deliver projects on time, says the Danube chairman." Following the pandemic, we launched six projects in 2022, many of which were delivered ahead of schedule. As we source materials from our subsidiaries, we deliver on time, if not earlier," he says.