The Middle East, and particularly the countries in the Gulf region, is a market rich in opportunities for luxury brands, whether they be established names or start ups. It is the case of  LüciāRüx²ōUrbānCōütürė, the Op Art-inspired clothing line designed by Lucia Russo, teacher of Fashion Design and Digital Communication Design at Istituto Marangoni The Milano School Of Fashion; presented in recent seasons at the Mercedes Benz Fashion Club in Milan, Warsaw, Amsterdam, and Mexico City, as well as at Alta Roma, Pitti Immagine, and Milano Moda Donna. Lighten Tropical Algorithm, LüciāRüx²ōUrbānCōütürė's SS 2016 collection, gained unanimous success on November 13 at the Doha Exhibition and Convention Center in Doha (Qatar), where it represented Made in Italy at the eighth Heya Arabian Fashion Exhibition: the prêt-à-porter trade show powered by Qatar Tourism Authority with  Design Creations and Sheikka Hub. As Lucia Russo explained in an interview conducted by Grazia Arabia EIC Bianca Bonomi and published in the magazine's January issue, Lighten Tropical Algorithm follows the canons of  modest wear; combining glamour and respect of religious integrity, and uses a colour palette that blends harmoniously with black, the symbol of integrity in the Islamic world. A further strong point of LüciāRüx²ōUrbānCōütürė is the use of state-of-the-art eco- friendly printing techniques. Further to employing fabrics made of recycled fibres, the brand owns a patent to reduce up to 20% water consumption in the printing process. Thanks to a double-faced function that makes lining superfluous, it also cuts material consumption in half.