Dubai Fashion Days kicks off in the UAE

Dubai is shining the spotlight on its fashion industry with the opening of its inaugural ‘Dubai Fashion Days'.

Co-organized by Arab Fashion Week and JollyTrust, the event kicked off this week and will run through November 28, showcasing design talents from the Middle East, China and the rest of the world via a combination of fashion shows from 30 different brands, retail pop-ups, industry talks and exhibitions. It is presented by Hala China, a joint initiative between Meraas and Dubai Holding, and is supported by the Dubai Design and Fashion Council.

"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," said Sheikh Majid Al Mualla, Chairman of Hala China, in a statement. "The event will also establish links between UAE-based designers and the Chinese fashion industry."

Among the labels hitting the runway for the event are Chinese brands JollyChic and Shein, the Brazilian brand Danielle Benicio, the Paraguayan label Ilse Jara and the UAE-based brand Amato Couture. The catwalk collections will be available to purchase immediately after the shows, via the online retailers JollyChic and MarkaVIP.

"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," said Jacob Abrian, Founder and Chief Executive of the Arab Fashion Council.