If Day 1 of the inaugural Dubai Mall Festival of Fashion was defined by artistry and masterclasses, Day 2 (January 30) marked a distinct pivot toward the industry's cerebral and commercial future. The agenda brought together a formidable roster of tech innovators, venture capitalists, and retail CEOs to dissect the "Future of Luxury" — before the event transitioned into high-voltage glamour for the evening's closing gala at the Armani Hotel Dubai.
The programming at the Grand Atrium was structured around four high-level sessions, moving the conversation from the digital frontier of Artificial Intelligence to the tangible realities of scaling regional brands.
AI Takes the Runway: Tech and Talent
The day began with a deep dive into the sector's most disruptive force. The opening session, "AI & The Future of Fashion" (10:30 AM), featured a panel bridging Silicon Valley and the runway. Moderated by Louise Nichol, the discussion included Liya Dashkina, head of operations at Bodhi Ventures and a key figure in the Web3 space, alongside Dr. Karin Lorez, founder of Swiss boutique firm Lorez Legal, who specialises in the complex legalities of blockchain and luxury assets.
They were 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 tackled how virtual try-ons and data-driven design are rewriting the traditional retail playbook.
Following the tech focus, the spotlight turned to local success stories in "The Rise of Regional Fashion Powerhouses" (11:30 AM). Moderated by Rosanna Lockwood, this session examined how Middle Eastern brands are capturing global market share. The panel featured Nisreen Shocair, CEO of Shocase and former YOOX Net-a-Porter executive, whose expertise in luxury e-commerce is unmatched in the region. She shared the stage with Prarthana Nandwani of Evogue Digital and celebrated designer Dima Ayad, whose inclusive, metallic-focused aesthetic has garnered an international following.
Fashion Finance and Brand Building
The afternoon block, moderated by Ramia Farrage, addressed the financial backbone of the industry. The 1:00 PM session, "Fashion, Finance & Growth," offered a masterclass in the economics of style. The panel brought together Ritu Upadhyay, the Middle East Bureau Chief for Women's Wear Daily (WWD), alongside 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 concluded with "From Vision to Brand" (2:00 PM), dedicated to the architecture of brand building. The panel featured 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 were 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: Shah Rukh Khan and a Global Stage
As the business sessions concluded, the Dubai Mall Festival of Fashion prepared for its headline event: the Dubai Mall Global Fashion Awards at the Armani Hotel Dubai.
The night centred on a highly anticipated couture presentation by Reem Acra (8:00 PM). The legendary Lebanese-American designer showcased an archive collection of particular significance — a rare runway appearance in the region, made more poignant by the 2023 fire that destroyed much of her New York atelier's archives. Acra received the Global Designer of the Year award at the ceremony.
The event's global reach was cemented by the attendance of Bollywood superstar Shah Rukh Khan, who appeared in person to accept the "Global Style Icon" award — presented by Mohamed Alabbar, founder of Emaar Properties. With industry titans like Brunello Cucinelli also honoured, the closing gala served as a powerful statement of intent: Dubai is not just consuming fashion — it is hosting the conversation that defines it.
