Last evening was one of its kinds. Fashion and haute couture are not new to Dubai; however, it all went up quite a few notches yesterday. We witnessed the inaugural ceremony of ‘Vogue Fashion Dubai Experience’, the brainchild of Mrs. Franca Sozzani, Editor-in-Chief of Vogue Italia, and Mr. Mohamed Alabbar, Chairman of Emaar Properties. The event offered fashion shows, exhibitions, interactive sessions, celebrity appearances and, of course, plenty of shopping opportunities.


Attendees will agree that it was an extraordinary fashion fair, where over 250 brands participated and a selection of eight international designers and emerging talents from the Middle East showcased some of their finest collections on runway. To make it extraordinaire, we saw the likes of Naomi Campbell, Roberto Cavalli, Karolina Kurkova, Maya Diab and Dean and Dan Caten grace the show as front row attendees. Bollywood diva, Shilpa Sheety, was also spotted at Level Shoe District, claiming “I am here to do what I do best. Shop.” Later on, VIPs were led to the Armani Hotel at Burj Khalifa for a fundraiser gala for Dubai Cares.


Mrs. Franca Sozzani, Editor-in-Chief of Vogue Italia, and Mr. Mohamed Alabbar, Chairman of Emaar Properties
 Donatella Versace, Riccardo Tisci, Franca Sozzani and Naomi Campbell attend the gala dinner at the Armani Pavilion


Naomi Campbell at Fashion Catwalk


The festivities, however, continued all the way till wee hours of morning. Participating stores had playful activities of their own, in an attempt to engage the flocking crowd and hopefully increase sales. Some had installed fun activities, like photo booths at Garage, while other employed traditional marketing tactics like sales and giveaways, such as Vincci.

Nearby, short films and videos were played at the Waterfall Atrium, highlighting fashion’s responsibility towards environment  and eco-friendly fashion projects, such as Green Carpet by Livia Firth, Carmina Campus, Alcantara, Edun-Diesel, and Estethica.
Marking the territory, Vogue Italia had displayed some of the most incredible Vogue Italia covers of the past 25 years at Grand Atrium. Alongside, attendees were photographed as if they were on the cover of Vogue, and you could get a print of it as well.
And then there was my favorite section: Haute Couture – Vogue Unique. It was a distinctive exhibition of Haute Couture by such iconic names as Dolce & Gabbana, Versace, Armani, Valentino, Giambattista Valli, Chanel, Dior, Elie Saab, Jean Paul Gaultier and Givenchy. Every dress was a piece of art, and unfolded a story of its own. Incredible!

All in all, the event was a glamorous treat for fashion lovers and an intelligent channel to raise funds for Dubai Cares. Thumbs up for Vogue Italia and Emaar for the wonderful experience.


This DJ had everyone swaying, if not dancing!


Spectacular performance organized by Level Shoe District
This is a real woman, posing as a mannequin!!


Display of Vogue Italia’s covers



Gorgeous, isn’t it?