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Media Centre


Mall of the Emirates Launches Autumn/Winter Fashion Campaign on the Snow-capped Slopes of the Desert

Fall for Fashion’ to feature the signature World of Fashion event from October 3rd-14th


Dubai, UAE, 25 September 2013 – Mall of the Emirates has unveiled its Fall for Fashion campaign on the snowy slopes of Ski Dubai to launch the new Autumn/Winter collections. The powdery ski slopes became a frosty backdrop to debut the latest fashion trends to celebrate the onset of the new fall season. The mall’s signature event, World of Fashion, also took to the winter resort to announce the exciting schedule of runway shows, designer appearances and beauty events from October 3rd-14th.

Now in its third year, World of Fashion will host an incredible 20+ catwalk shows featuring the latest collections from Tommy Hilfiger, Etoile La Boutique, DKNY and many more. This year, the festival has attracted International star power with Italian jeweler Roberto Coin, legendary designer Gianvito Rossi and renowned make-up artist Bassam Fattouh. Adding to the excitement, Arab superstar and style icon Nancy Ajram is collaborating with Mall of the Emirates for World of Fashion, complete with a live Q&A session on the runway and a special meet-and-greet with fans. Nancy Ajram’s bold, yet refined fashion taste influence and inspire style trends in the Middle East and worldwide.

“Mall of the Emirates is excited to announce Fall for Fashion to highlight Autumn/Winter collections, and our signature seasonal event World of Fashion,” said Fuad Mansoor Sharaf, Senior Director – Property Management for Majid Al Futtaim Properties. “This year we unveiled the campaign inside Ski Dubai to celebrate the change in seasons and preview the new collections. Mall of the Emirates is also pleased to have the fashion and star influence of Nancy Ajram for the event, reaffirming our position as a leading fashion destination.”

Celebrated fashion designer Tommy Hilfiger will kick off World of Fashion on Thursday, October 3rd with the Middle East launch of his latest collection. The weekend will carry non-stop fashion catwalk shows from popular contemporary brands DKNY, Juicy Couture and Bebe; as well as an appearance from fashionable style blogger Tala Samman on Saturday night. On Sunday, October 6th, ESMOD’s most talented students will showcase their fashionable creations on the runway.

Throughout the week, World of Fashion will also showcase an exclusive beauty catwalk show from renowned make-up artist Bassam Fattouh, an on-stage discussion with designer Gianvito Rossi, and the Middle East launch of the Christian Louboutin Nudes collection. Famed designer and fashion industry stalwart Ingie Chalhoub will be revealing limited edition pieces from Etoile La Boutique to close the World of Fashion runway with glam, complimented by a live on-stage interview with style star Nancy Ajram.

Shoppers can also stop by special makeup studios to get the latest fashion tips and courtesy makeovers from industry experts plus have the chance to win a trip to London to personally meet acclaimed designer Roland Mouret and a dress from his S/@ 2014 collection. Throughout the month of October, shoppers can fall head-over-heels for fashion by shopping just AED 699 for the chance to win an exclusive new Autumn/Winter wardrobe worth AED 75,000! Fall for Fashion is doubling coupons for visitors shopping within the fashion category of Mall of the Emirates. The mall is also celebrating ‘Golden Week’ from October 1st to 9th to thank Chinese shoppers visiting Mall of the Emirates. To mark Chinese National Day, Chinese shoppers that spend AED 1,000 have the chance to win AED 5,000 daily.

For more information about World of Fashion visit