Dubai Fashion 2013 got off to a rousing start on Wednesday, January 23, when the first in its series of unique shows, the "Express Fashion" took a unique ride aboard the Dubai Metro.
Region’s first ever fashion event on board a moving train has propelled Dubai into the international fashion scene like never before.
The event was organised by the Dubai Events and Promotions Establishment (DEPE), an agency of the Department of Economic Development and the organisers of the Dubai Shopping Festival in collaboration with the Roads and Transport Authority (RTA) and Bloomingdales, as part of Dubai Fashion 2013, one of the mega events of the on-going DSF.
‘Express Fashion’ took off amid much fanfare and in the presence of a distinguished gathering including Laila Mohammed Suhail, CEO of DEPE, Ibrahim Saleh, Festivals Coordinator General (DEPE), Dr Aysha Al Busmait, Director of Marketing and Corporate Communication, Head of the National Identity Team at RTA Administrative Support Services Sector and Tanya Atkinson, General Manager of Bloomingdale’s-Dubai, the internationally renowned retail giant.
A large number of local, regional and international media personnel also took the ride along with the other invited guests to cover the one-of-a-kind show, which was a runaway success.
Express Fashion pulled out of the Burj Khalifa-The Dubai Mall station at around 1pm, and then during a round trip to the Metro’s Nakheel Harbour and Tower Station and back, the moving train hosted a live catwalk show that exhibited day and evening wear.
While the first half of the journey up to Nakheel Harbour and Tower station saw day-time fashion being showcased, the return leg to the Dubai Mall was dedicated to evening fashion.
At this fast forward fashion event, Bloomingdale’s Dubai exclusively showcased a show-stopping selection from their Spring/Summer 2013 collections, bringing international innovation and creativity to Dubai’s couture scene and also mirroring the creativity of the DSF itself, which has a track record of continuously exceeding expectations by creating memorable experiences for its audience.
And there can be little else as memorable as the entire aisle space of the five coaches of a spotless, ultramodern, driverless Metro train being transformed into a catwalk with models sashaying and swaying down the length of the train as it glided over Dubai, the panoramic view of the city’s awe-inspiring architecture providing an apt foil to the avant garde fashion on display.
The feeling of being in touch with the action offered an unforgettable experience for the members of the exclusive audience – which was limited to invited guests only - as they occupied the train’s seats, inches from the models and the haute couture as the city whizzed past outside the train’s windows, thereby giving a whole new meaning to fashion in motion.
Bought to the region for the first time by the DSF, the event truly showcased "Dubai at its Best" and gave a flying start to Dubai Fashion 2013, which once again underlines how the festival offers a world of entertainment to Dubai’s residents and visitors through events that spread joy and wonder, truly bringing out the best of the city has to offer.
Other events during Dubai Fashion 2013 will be hosted by The Dubai Mall – the Street Catwalk on 26th January, Midnight Fashion on 1st February and the Biggest Makeover on 2nd February.