Dubai Fashion begins tomorrow | Continental Online Continental online

Dubai Fashion begins tomorrow

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DUBAI - This year’s Dubai Fashion, the signature fashion event of the DSF, begins tomorrow and will continue till February 4. It will bring to the forefront the creations of promising, young and exceptionally talented designers, as well as international haute couture styles and trends.
Dubai Fashion encompasses an extensive programme for fashionistas and connoisseurs of high fashion including the “Biggest and Quickest Fashion Makeover ” that will aim to set a new Guinness World Record, “The Longest Catwalk in the Middle East”, “The Highest Catwalk” and fashion shows featuring amateur designers and the brands of retailers, plus a unique holographic fashion show, mock fashion photo shoots, and an exciting fashion photography exhibition.


Dubai Fashion 2012 will be launched tomorrow by an exciting Fashion Flash Mob event at 6pm that will involve about 75 male and female models, who will abruptly break into song and dance while mingling with visitors at the Star Atrium of The Dubai Mall.
Announcing Dubai Fashion for DSF 2012, Laila Suhail, CEO of Dubai Events and Promotions Establishment, said: “We have made elaborate plans to host a spectacular event highlighting the world of fashion. With all the world’s best brands available under one roof in Dubai, it is natural for us to showcase Dubai as a fashion hub that has become a magnet for renowned brands and designer labels on a par with that of London and ahead of other renowned fashion destinations like Milan, Paris and Hong Kong.  For Dubai Fashion 2012, we have put in place a programme that gives an opportunity for amateur and professional designers to showcase their creations.  Dubai Fashion 2012 will be a prestigious fashion event that will consolidate Dubai’s position in the international fashion league and further promote it as a fashion capital of the world.”
She added: “The DEPE is pleased to be cooperating with two of our strategic partners for the year. Dubai Fashion is being held in The Dubai Mall, the world’s largest shopping destination and the hub of haute couture in the region. The active participation of The Dubai Mall and Paris Gallery, a renowned home-grown brand that has pioneered beauty and cosmetics retailing in this region,  is ample testimony to the strong cooperation extended to the DEPE by the private sector.”
Nasser Rafi, chief executive officer, Emaar Malls Group, said: “Building on our strategic partnership with the Dubai Events and Promotion Establishment, The Dubai Mall is honoured to support Dubai Fashion, regarded as one of the region’s definitive couture events. Dubai Fashion highlights the credentials of the city as the fashion capital of the region, complemented by an array of retail initiatives and promotions, across the mall. Apart from fashion shows, the mall will also host a range of entertainment events that will appeal to all visitors.”
Mohammed A. R. Al Fahim, CEO of Paris Gallery Group, said, “We are thrilled to be part of Dubai Fashion,  the latest creation of the DEPE, as they are renowned for executing world class events and we are excited about the possibilities of the alliance.”
Al Fahim added, “Looking at what drives both our businesses, we can see that as the region’s leading luxury retail shopping destination Paris Gallery and Dubai Fashion share strong aspirations. Our partnership which commenced at the same time as the DSF (Dubai Shopping Festival) 2012 will carry forward onto all Dubai-based events. This milestone as DEPE’s strategic partner for 2012 is an important step to further strengthening Dubai’s position as an innovative fashion hub to global shoppers and tourists.”
The other highlights of Dubai Fashion 2012 include:

Biggest and Quickest 
Fashion Makeover

The DSF is synonymous with the Guinness World Records and this year, it is no different. Aiming to set a new world record will be the  “Biggest and Quickest Fashion Makeover”.  This event will see 100 make-up artists transforming the appearances of more than 100 ladies in a record 10 minutes. This event will be held at The Dubai Mall’s Star Atrium at 7pm on February 3. Ladies wishing to participate in the event can register for it before the date of the event through the DSF’s official Facebook page www.facebook/dxbevents.

Longest Catwalk in 
the Middle East

Billed as the longest outdoor fashion show of its kind in the region, this street catwalk will feature 40 models plus 60 ladies who will register for the event strutting about along a 120-metre stretch on the promenade of The Dubai Mall from 4.30pm on February 3. If you are interested in participating, register through Facebook pagewww.facebook/dxbevents.

Dubai Fashion Shows

Amateur designers and models representing renowned brands from retailers will take to the catwalk in a series of fashion shows that will be held at the Star Atrium of The Dubai Mall at 6.30pm, 8pm and 9pm from tomorrow to February 2. The designers, who will showcase their collection of abayas, jalabeyas, wedding dresses, evening wear, and Indian wear, include Paris Gallery Givenchy and Chopard eye wear, Das Collection, Bebe, Tamara Al Gabbani, Anjali and Arjun Kapoor, Salma Khan, Ted Baker, Jameela, Ghada El Rewiny, Fatma Al Majid, Fatma Bin Fahad, and Mona Abdul Karim, to name a few.

Fashion Photography Exhibition

Four talented Emirati photographers will showcase a range of fashion photographs at this photo exhibition from tomorrow to February 4, which will be held during mall hours. Each photographer will display five of his best fashion photographs, highlighting the true art behind capturing a fashion photograph.

Lights, Camera, Fashion!

On each day of Dubai Fashion, a well-known, local photographer will snap pictures of models in a mock mall photo shoot. There will be a different theme everyday of the week, such as a cultural/international theme, the seven colours of the rainbow or a rotation of the seasons. Onlookers will feel as though they are part of the photo shoot process and also get an opportunity to what goes on behind the scenes, during a typical day at the studio, including lighting techniques, set direction and the use of backdrops. 

Holographic Fashion Show

Titled “Holo Cube”, this unique show will pave the way for visitor interaction, and make them feel the magic of Dubai Fashion. The “Holo Cube” will allow people to enter a specially installed cube-shaped structure to watch a holographic fashion show. Viewers will feel as though they are part of an actual event, as the fashion show will be projected onto the walls. The DSF visitors will have easy access to the event, and will be able to move about, and in and out, freely, as there will be an entrance on one side of the cube-shaped structure and an exit on the other. This show will be held at the The Dubai Mall from tomorrow to February 2.

World’s Highest Catwalk

An exclusive fashion show that will take place on February 4 at the highest altitude — At the Top, of Burj Khalifa, the world’s tallest building,  It will feature models showcasing some of the world’s top brands. It will be a double delight for the audience, who will have a close  view of the fashion gala in front of them as well as a breathtaking view of the city of Dubai from one of the world’s highest points.
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