Sunday 24, January 2016

Dubai – MENA Herald: As part of the series of activations taking place during the Apparel and Fashion Theme of Dubai Shopping Festival in association with Paris Gallery, Nakheel’s Ibn Battuta Mall hosted its first Fashion Express on Friday, 22 January. Shoppers thronged to the Egyptian Court where Virgin Radio’s DJ Kris Fade and crew kick-started the music while the Fashion Express dance team performed an intense and exciting flash mob routine.
The dancers effortlessly held the shoppers’ attention while they danced to salsa tunes and shook the floor with their innovative hip hop routines. The surprising part of the flash mob performance was when an old man seated on the wheelchair was helped to his feet by Kris Fade and then went on to perform a stunning tango number.
Shoppers were then invited by the enigmatic DJ to tag photos and videos that they took of the vibrant dance performance with the tag #myDSF, as part of the riveting social media community conversation taking place since the beginning of the 21st edition of DSF.
The dance performance carried on at the G2000 store where the Runway Collection was eventually unveiled. Models streamed onto the catwalk in tasteful clothes wear fit for business women or female entrepreneurs who love a bit of panache.
The clothes were simple tailored pieces made for easy and comfortable wear and mostly consisted of solid colours in black, white or grey. Clean cuts and block colours were punctuated with a bit of flare for the skirts while light metal chains embellished a traditional business shirt collar. The best thing about the collection was that there was a possibility of interchangeability of clothing -transition from morning wear into evening wear with a change of makeup, donning a red jacket and opting for heels.
The pale rust skirt teamed with a white blouse finished with a grey jacket was ideal for the woman on the go. A dress made of light material in black fabric punctuated with maroon and blue floral features could be converted into evening wear with a fancy jacket.
Apart from the activation at G2000, other activations took place around Ibn Battuta Mall, chiefly at New Look, Persia Court; LC Waikiki, India Court; Lipsy, India Court; Steve Madden, India Court and Max, Tunisia Court.
The organiser of DSF, Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM) – has always aimed to enhance the shopping experience during the festival by not only offering shopping promotions but also by conceptualising activations with strategic partners to make the festival truly exceptional.
DSF 2016, which commenced on 1 January will conclude on 1 February after offering 32 days of memorable shopping, winnings and entertainment in line with the tagline ‘Unwrap The Exceptional’.