(MENAFN- Ogilvy) Dubai, United Arab Emirates, October 13, 2021: From 12 -16 October, Mall of the Emirates will be bringing its twelfth installment of World of Fashion to Dubai. Celebrating fashion, jewellery, art, beauty, and technology, those visiting Mall of the Emirates will be able to enjoy a series of immersive experiences incorporating the new Autumn Winter 2021 fashion arrivals in the Central Atrium. From the latest in fashion with Andrea Brocca, the world’s youngest couturier, NFTs, and artificial intelligence and how they are revolutionising the industry, to a series of beauty masterclasses, styling sessions and talks exploring the future of fashion and the evolution of style, art, and sustainability – this five-day event is not to be missed.
Established as one of Dubai’s most prestigious fashion events, World of Fashion is where style, design, and haute couture meet to offer an engaging and highly immersive unique experience. The five-day gathering brings over 50 of the biggest names in fashion together to showcase key trends and reveal the latest in industry developments. Guests this year will include Founder and Creative Director of Les Benjamins, Bünyamin Aydin, Artist, Marina Fedorova, Designer, Maria Tash and Parisienne design duo Sébastien Meyer and Arnaud Vaillant of Coperni. Plus, Kristel Bechara, an award-winning female contemporary artist who gained recognition as a pioneer of NFT art in the Middle East, the digital answer to collectables. For a consecutive year, Mall of the Emirates will also be home to the Arab Woman Awards, celebrating some of the most inspirational female role models from the region.
Michelle Walsh, Senior Director Marketing and Communications at Majid al Futtaim Shopping Malls said: “This year marks our twelfth anniversary of hosting World of Fashion, and we couldn’t be prouder to have reached such a milestone. We know that consumers desires have evolved in the past year, and they are looking for immersive, digitalised experiences, which they can enjoy through our brand-new levitating product display and interactive smart mirrors and more. We’re delighted that we’re able to play a huge role in pioneering such unique experiences, as we continue to be a leader for retail innovation.”
During World of Fashion, guests can also look forward to a full programme of interactive activations including a beauty breakfast with Charlotte Tilbury, beauty masterclasses with Fenty Beauty and Gucci, a Penhaligon fragrance masterclass, styling workshops with brands including Carolina Herrera and THAT Concept Store. Plus, a quintessentially British Kid’s Tea Party, where families will be able to admire a range of looks from brands including Burberry Kids and Jacadi, as well as participate in an afternoon of arts and crafts, complete with cupcake making.
Plus, Mall of the Emirates is making it easier than ever this year to purchase the latest arrivals with new ways to shop. Customers can visit to reserve their favourite pieces in store, use the mall’s brand-new digital concierge service for delivery straight to their door or shop the collections in-person across the mall. This marks Mall of the Emirates’ efforts to offer a truly multiplatform and omnichannel retail journey that enables customers to shop and engage with their favourite retailers and brands whether in-person and through digital platforms.
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