What To Know
- The agenda for the second day brings together a formidable roster of tech innovators, venture capitalists, and retail CEOs to dissect the “Future of Luxury” before the event transitions into high-voltage glamour for the evening’s closing gala.
- The discussion focuses on the operational realities of scaling a “Made in the Middle East” brand for a global audience.
- The panel features heavy hitters in the retail space, including Nisreen Shocair, CEO of Shocase and former YOOX Net-a-Porter executive, whose expertise in luxury e-commerce is unmatched in the region.
If the opening day of the inaugural Dubai Mall Festival of Fashion was defined by artistry and masterclasses, Day 2 (January 30) marks a distinct pivot toward the industry’s cerebral and commercial future. The agenda for the second day brings together a formidable roster of tech innovators, venture capitalists, and retail CEOs to dissect the “Future of Luxury” before the event transitions into high-voltage glamour for the evening’s closing gala.
The programming at the Grand Atrium is structured around four high-level sessions, moving the conversation from the digital frontier of Artificial Intelligence to the tangible realities of scaling regional brands.
Tech and Talent
The day begins with a deep dive into the sector’s most disruptive force: technology. The opening session, “AI & The Future of Fashion” (10:30 AM), features a panel that bridges the gap between Silicon Valley and the runway. Moderated by Louise Nichol, the discussion includes Liya Dashkina, head of operations at Bodhi Ventures and a key figure in the Web3 space, alongside Dr. Karin Lorez, founder of the Swiss boutique firm Lorez Legal, who specializes in the complex legalities of blockchain and luxury assets. They are joined by Andreas Hasselloef, CEO of Ombori, known for “bringing AI out of the cloud” into physical retail spaces, and entrepreneur Dyuti Parruck. The session is expected to tackle how virtual try-ons and data-driven design are rewriting the traditional retail playbook.
Following the tech focus, the spotlight turns to local success stories in “The Rise of Regional Fashion Powerhouses” (11:30 AM). Moderated by Rosanna Lockwood, this session examines how Middle Eastern brands are capturing global market share. The panel features heavy hitters in the retail space, including Nisreen Shocair, CEO of Shocase and former YOOX Net-a-Porter executive, whose expertise in luxury e-commerce is unmatched in the region. She shares the stage with Prarthana Nandwani of Evogue Digital and celebrated designer Dima Ayad, whose inclusive, metallic-focused aesthetic has garnered an international following. The discussion focuses on the operational realities of scaling a “Made in the Middle East” brand for a global audience.
Finance and Vision
The afternoon block, moderated by Ramia Farrage, addresses the financial backbone of the industry. The 1:00 PM session, “Fashion, Finance & Growth,” offers a masterclass in the economics of style. The panel brings together Ritu Upadhyay, the Middle East Bureau Chief for Women’s Wear Daily (WWD), providing an analyst’s perspective on market trends. Joining her are Lisa Rokny, founder of brand strategy firm Avenue Fifty Two, Alex Baker, CEO of Retail Tech X, and designer Faiza Bouguessa, whose minimalist label has become a case study in sustainable growth.
The educational programming concludes with “From Vision to Brand” (2:00 PM), a session dedicated to the architecture of brand building. This panel features Sara Charif, an architect-turned-designer known for her structural approach to fashion, and Luana Vjollca, the Albanian presenter and founder whose massive social footprint offers a case study in audience conversion. They are joined by Layla Saleh, author of You Are The Brand, and Fatma Ben Soltane of Soltana Couture, offering a roadmap for turning creative concepts into commercially viable entities.
The Evening Gala: A Global Stage
As the business sessions conclude, the festival prepares for its headline event: the Dubai Mall Global Fashion Awards at the Armani Hotel. The evening promises to be a historic moment for the region’s fashion calendar.
The night centers on a highly anticipated couture presentation by Reem Acra (8:00 PM). The legendary designer is set to showcase a collection blending her signature bridal intricacy with ready-to-wear pieces, marking a rare runway appearance in the region.
However, the event’s global reach is cemented by the attendance of Bollywood superstar Shah Rukh Khan. The actor is confirmed to appear in person to accept the “Global Style Icon” award, a move that underlines Dubai’s status as a crossroads of international culture. With industry titans like Brunello Cucinelli also expected, the closing gala serves as a powerful statement of intent: Dubai is not just consuming fashion; it is hosting the conversation that defines it.
Cover Image: dubaimallfestivaloffashion/Instagram
