Tuesday 26, January 2016

Dubai – MENA Herald: The Apparel and Fashion themed events during the ongoing 21st edition of Dubai Shopping Festival concluded successfully on 25 January, and once again highlighted Dubai’s position as an international fashion capital. The array of unique retailer-led activations reinforced the importance of the apparel and fashion segments to the emirate’s retail sector and showed just why Dubai is always at its best during DSF.

DSF organisers, the Dubai Festivals and Retail Establishment (DFRE), an agency of the Department of Tourism and Commerce Marketing (DTCM), has been working closely with retailers to ensure that shoppers benefit the most from DSF’s primary pillars of shopping, winnings and entertainment, and the Apparel and Fashion theme allows the Dubai to showcase the amazing range of international and regional brands that ca be found in the Emirate.

Amazing Fashion Activations Unwrapped The Best Of Style
The ‘Fashion Central’, at Mall of the Emirates, gave shoppers a great area in one of Dubai’s leading malls to enjoy the Apparel and Fashion theme of DSF and to be introduced to ‘New to Dubai’ fashion brands and collections.

Jamaican American popstar, OMI, renowned internationally for his hits Cheerleader and Hula Hoop, joined hands with Etoile ‘La boutique’ to stage the ‘Fashiontainment’ activation at Mall of the Emirates, which saw a unique fusion of fashion and entertainment featuring a fashion show showcasing the new collection from Etoile ‘La boutique’ combined with a musical performance from OMI on the 15th January.

The luxury Italian Couture brand, Billionaire, showcased 20 new looks for their newest line of men’s wear. DKNY also showcased its first collection –SS16 Collection – in Dubai since it had two newly appointed creative designers appointed. Max Azira launched his newest line – BCBG Max Azira. His clothing line is designed with the modern woman in mind and thus the catwalk saw designs ranging from evening wear to cocktail dresses and casual outfits.

DSF also staged the ‘Fashion Express’ – which was an in-mall ‘flashmob’ with a ‘pop up’ aspect that entertained customers in Ibn Battuta Mall and Dubai Festival City Mall. The fantastic ‘Fashion Express’ drove customers to different stores across both malls, giving each a chance to show potential shoppers what amazing deals they had.

The amazing ‘Fashion On Ice’ activation at The Dubai Mall garnered lots of attention when it took place, giving shoppers a chance to see professional ice skaters perform great routines while showcasing clothes from Galleries Lafayette. This unique concept was a one of a kind event which took place for the first time during the Dubai Shopping Festival.
Three unique locations – Al Fahidi, Burj Plaza and Meena Bazaar – each provided shoppers the unique ‘Street Runways’ activation. Al Fahidi District had models strutting through the alleyways of the Al Fahidi historical district on 18 January while on 23 January ‘Street Runway’ in Burj Plaza, Downtown Dubai with the world’s tallest building, the Burj Khalifa as a backdrop was the venue for a stunning show which was curated by luxury fashion brand, S*uce, and held in collaboration with Emaar. The Meena Bazaar Street Runway on 25 January focused on bridal fashion retailers highlighted by an Indian wedding procession showcasing some of the fantastic fashions and unique styles. Paris Gallery provided the hair and make-up for each of the ‘Street Runways’.

‘Cover Pop-up Shop (DSF Edition) from 18 – 20 January at The Lounge, Fashion Avenue, the Dubai Mall featured 15 Abaya designers from around the region, carefully selected by Hessa Al Falahi – the Founder of ‘Cover’ – to showcase their latest collection of Abayas to guests. Each designer’s kiosk was decorated in sublime geometrical patterns with hues of hazel, sepias and moon-lit night sky blue.

The Dubai Shopping Festival will continue to bring shoppers amazing deals until the 1st February, with the focus turning towards the Emirate’s strong perfume industry, with international and local brands showcasing their amazing new lines of scents, as well as talks from renowned perfume experts. And a range of exciting activations.