Immersive Fashion

A celebration of fashion, music and dance

Under the Apparel & Fashion Platform, Dubai played host to major fashion shows including Fashiontainment, Street Runways and Fashion Express. At DSF’s Fashiontainment weekend, British pop star Jessie J took the stage and electrified fans at Mall of the Emirates. She performed her number one hits, including Bang Bang, Who You Are, and Price Tag, while models strut their stuff down the runway in collections by international luxury brands – including La Martina, Reiss, Billionaire and Ermanno Scervino. While Fashiontainment was happening indoors, a series of fashion shows – known as Street Runways – were taking place outdoors across Dubai’s stunning cityscape. The latest collections in sportswear, urban clothes, traditional chic style and futuristic fashion were showcased throughout the Gold Souk, The Beach JBR, City Walk and the Office of the Future. To draw a close to the immersive fashion element of the festival, Fashion Express combined high-energy dance-offs with pop-up fashion shows inside popular stores at Ibn Battuta Mall, Dubai Festival City Mall and Deira City Centre. Amidst this buzzing atmosphere, shoppers witnessed the latest styles in action and were then able to buy the items right there in store.