Dubai on the style map

The Dubai Mall will stage the Vogue Fashion Dubai Experience on October 10 with international celebrities flying in to support the cause. Here's an essential guide to the proceedings.

Franca Sozzani, editor-in-chief of Vogue Italia is involved with Vogue Fashion Dubai Experience. Courtesy Vogue Fashion Dubai Experience

In just four days’ time, The Dubai Mall will play host to the Vogue Fashion Dubai Experience. It’s the first time such an event has been held in the megamall, which will showcase the collections of eight emerging designers from the region and beyond.

The Grand Atrium will feature an exhibition of 50 classic Vogue covers, while an estimated 250 stores will be selling a range of merchandise created specifically for the event.

From 6pm onwards, visitors can head to the heart of the mall to see a series of shows at the Fashion Catwalk. For those who can’t get close to the action, a live feed will broadcast images to multimedia screens dotted around the mall.

Behind the seams

The project has two big backers: Emaar Properties, the owner of The Dubai Mall, and the iconic fashion tome Vogue Italia.

“It’s the largest and first of its kind fashion event in the region,” says Mohamed Alabbar, the chairman of Emaar. “It will put the spotlight on the city, underlining its credentials as a global fashion destination. Alongside, it will also serve as a catalyst to promote young design talent.”

Franca Sozzani, the editor-in-chief of Vogue Italia, says: “I have been working in fashion for more than 25 years and met many designers. I can say there is true talent in the region and I am excited to see more during the mentoring sessions I will be giving in the run-up to the event.”

Fashion overload

In every corner of The Dubai Mall there will be something for fashionistas to feast their eyes upon. Head to Bloomingdale’s to admire their atrium displaying the latest creations by Dolce & Gabbana, Versace, Armani, Valentino and Chanel – to name a few.

If you fancy your chances as a supermodel, follow signs to Vogue Italia’s stand in the souq area to have your photograph taken and be uploaded onto the fashion bible’s magazine cover.

Those with an interest in eco-fashion will also be able to watch a series of short documentaries about green and sustainable fashion near the mall’s waterfall.

For a cause

Not only is the event shining a spotlight on burgeoning talent, it’s raising money for a good cause, too.

Part of the sales from participating stores will go towards Dubai Cares and the improvement of primary education for children in developing countries.

Set to raise more funds for the charity will be the tickets sold for the glittering gala dinner on Thursday evening held at the Pavillion in the shadow of Burj Khalifa. Expected to attend are international fashion designers, local VIPs and the supermodel Naomi Campbell.

• The event is free to the public. Visit www.thedubaimall.com for more information

designer quotes

Simone Rocha

“I am so excited to be a part of the Vogue Fashion Dubai Experience. As a designer, this is a unique opportunity to showcase my collection in this part of the world.”

Ituen Basi

“Being selected to participate is phenomenal and truly humbling. It makes all the hard work and challenges over the years worthwhile.”

Razan Alazzouni

“It’s a great honour to have been selected among a group of very talented young designers from around the world. It’s very exciting to know that my designs will be viewed globally.”