To be held between August 23rd and 27th, the unique fashion show features local and GCC designers with the aim of showcasing the latest trends in sheilas and abayas.
Organised by the DSS Office in collaboration with M.A.C., and Swarovski, the fashion show will be held in the Observatory on the first floor of BurJuman. The five-day event will see two designers or labels in two shows everyday at 7pm and 7:45pm.
Suhaila Gobash, DSS Sponsorship Manager said, "This event is part of the DSS Office's constant endeavour to diversify its events portfolio to cater to all tastes. Sheila and Abaya Fashion witnessed an overwhelming response in its inaugural edition, hence we are successfully organizing it for the second year. This success is also due to the fact that sheilas and abayas are popular among a wide range of nationalities."
Although seen as traditional clothing, sheilas and abayas have evolved during the course of years and are today an essential inclusion in Middle East fashion trends. The essence of the show is to display traditional clothing with a modern twist thereby highlighting an important element of local culture while going ahead with the other trends in the fashion industry. The DSS Office has taken the initiative to organise various fashion events to promote Dubai as the fashion hub in the region.
A visible difference from last year's edition will be the inclusion of a mannequin exhibition where designers will exhibit their collections on mannequins. Participants for this year's Sheila and Abaya Fashion include retailers, renowned designers, and home-based designers thus providing a balance between commercial and exquisite designs.
Browse
related articles
Sheilas and Abayas to take centre stage during five-day DSS 2007 fashion show
- United Arab Emirates: Sunday, August 19 - 2007 at 16:01
- PRESS RELEASE
Sheila and Abaya Fashion, one among the DSS 2007 In-Mall Events, and a huge hit in its inaugural year in DSS 2006, is all scheduled for its second edition this year.
Also consider reading:
Digg
Facebook
LinkedIn
Twitter
Browse
related articles
Log in to request more information
Notes and media contacts
For more details and information please call:Laila Suhail, Executive Project Director
Tel: 0097142020272
Or the DSF Media Center:
Rana Ghazi, PR Manager
Tel: 009714-2020275
Suhaib Abdullakutty, English Editor
Tel: 2020579
Ahlan Dubai
Tel: 600545555
Launched in 1998, Dubai Summer Surprises was conceived as the foremost family entertainment event during the summer season for the whole of GCC. Targeted at visitors from outside the UAE and within the country, DSS has been a major entertainment and shopping attraction since its inception and witnessed 1,875,000 visitors in the year 2006 compared to 600,000 in 1998. The event has succeeded in positioning Dubai as the leading summer destination in the region.
The ten-week event is a celebration of different surprises that offer visitors and shoppers the perfect family entertainment opportunity and the ideal combination of shopping and adventure. Over the years DSS has hosted numerous surprises such as Food, Water, Global, Ice, Flower, Sports, Heritage, Arts, Techno, Cartoons, Colour, Sweets, Knowledge, and Back-2-School. The summer event lays special emphasis on children, who are provided all the opportunities to hone their skills while enjoying a fun-packed ten weeks of activities. DSS also has its own mascot, Modhesh, the ever smiling brand ambassador who embodies everything that the event stands for - fun, excitement, brightness and unlimited joy for children.
Dubai Summer Surprises as a venture has contributed significantly to the economy of Dubai and continues to do so by enhancing different economic sectors during a lean period of economic activity in summer. An increase in visitor expenditure from AED 850 million in 1998 to AED 2.57 billion in 2006 is a clear indication of the event's ability to drive economic growth during summer. Into its tenth year, Dubai Summer Surprises has come a long way by building on the successes of the previous editions and aims to create a benchmark for future years to provide the three most important characteristics of the event - shopping, winning, and entertainment.
Medilyn Manibo, Assistant News EditorSunday, August 19 - 2007 at 16:01 UAE local time (GMT+4)
Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of AME Info FZ LLC / Emap Limited.
Disclaimer:
Articles in this section are primarily provided directly by the companies appearing or PR agencies which are solely responsible for the content. The companies concerned may use the above content on their respective web sites provided they link back to http://www.ameinfo.com
Any opinions, advice, statements, offers or other information expressed in this section of the AMEinfo.com Web site are those of the authors and do not necessarily reflect the views of AME Info FZ LLC / Emap Limited. AME Info FZ LLC / Emap Limited is not responsible or liable for the content, accuracy or reliability of any material, advice, opinion or statement in this section of the AMEinfo.com Web site.
For details about submitting your stories, please read the guide - all content published is subject to our terms and conditions
It looks like you are using a Mac - check out our 
Web Feeds