UAE groups Meraas and Dubai Holding have joined hands for a key event - Dubai Fashion Days - that aims to showcase the most exciting design talents from the Middle East, China and the rest of the world, over the next eight days in the emirate.

The duo is hosting Dubai Fashion Days, a key event that aims to showcase the most exciting design talents from the Middle East, China and the rest of the world, through its joint intiative Hala China in co-ordination with Arab Fashion Week and JollyTrust.

To be held till November 28, it is an eight-day celebration of fashion-centric programming that seeks to showcase the most exciting design talents from the Middle East, China and the rest of the world, thus affirming Dubai’s position as both an economic and creative hub for International fashion.

Supported by the Dubai Design and Fashion Council, the event aims to transform Dubai’s fashion scene into a citywide activation at key destinations including City Walk and Dubai Design District (d3).

This pioneering cultural initiative sees the most powerful and influential fashion and development institutions of Dubai joining forces, to stage an innovative programme of fashion shows, retail pop-ups, industry talks and exhibitions, that is expected to attract more than 20,000 visitors, said the organisers.

Sheikh Majid Al Mualla, the chairman of Hala China, said: "The inaugural edition of Dubai Fashion Days at City Walk and d3 aligns with Hala China’s strategy to develop ongoing events and explore opportunities in trade, tourism and investment that can mutually benefit our economies."

"We have worked diligently to bring together industry experts and stakeholders to create an event that aims to positively impact the fashion world. With a strong offline and online presence, we are confident that Dubai Fashion Days will enable Chinese brands to explore the Dubai market and provide them with international exposure. The event will also establish links between UAE-based designers and the Chinese fashion industry," he added.

Headlining Dubai Fashion Days is the 7th edition of Arab Fashion Week which will take place at City Walk and d3, featuring runway shows from over 30 international and regional UAE designers, said Al Mualla.

The list includes Amato Couture (UAE), Asmariia (Russia), Blssed (UAE), Bav Tailor (UK), Diana Mahrach Couture (US), Danielle Benicio (Brazil), Ilse Jara (Paraguay), Jollychic (China), Nina Zandia (UAE), Old Times (China), Pearla Collection (UAE), Sophia Nubes (Switzerland), Tony Miranda (Portugal), Yara Bint Shakar (UAE) and Youppie! (China).

In a first for any International Fashion week, collections shown on the runway will be available immediately for sale on the official e-commerce platforms of exclusive online retail partners JollyChic and MarkaVIP, transforming the runway shows into a practical see-now-buy-now revolutionary customer experience, said the organisers.

Jacob Abrian, the founder and chief executive of the Arab Fashion Council, said: "We are delighted to co-organise this powerful new initiative together with JollyTrust, in partnership with Hala China."

"The sum of our collective expertise will propel Dubai into new heights on the International Fashion Week Calendar, by providing designers participating in Arab Fashion Week with the unprecedented opportunity to sell their collections from the runway directly to the consumer," he noted.

David Ding, the co-founder of Jollychic, said: "Fashion is an expression of culture and a way to seek resonance. It is also an exploration of the future."

"Emerging designers in China and the Arab world are becoming increasingly influential. Their voices are being heard and ambitions understood. We are very glad to support them on this journey as they seek to gain visibility on the international fashion stage and shape the future of our industry," stated Ding.

For the first time, Jollychic will present and live stream their closing show at Arab Fashion Week, via their app, so that those unable to attend the show can still feel immersed in the excitement and can purchase directly from the catwalk, he added.-TradeArabia News Service