Dubai's Mall of the Emirates promotes its "World of Fashion", with models skiing down the mall's indoor slope dressed in the latest autumn/winter styles.
DUBAI, UNITED ARAB EMIRATES (SEPTEMBER 25, 2013) (REUTERS) - Models hit the ski slopes in Dubai to promote a fashion event in the Emirate state, kick-starting the third annual World of Fashion season at one of the city's premier malls.
The event includes catwalk shows and talks by designers as well as makeovers.
''From 3 to 14 October there are going to be many, more than 20, fashion shows on the Galleria stage in Mall of the Emirates in addition to celebrating the Golden Week to mark Chinese National Day and there will be several promotions throughout the month to celebrate World of Fashion," Sharaf said.
World of Fashion is one of many fashion-related events taking place in the city during October, including the four-day Fashion Forward event, and Dubai Fashion Week.
More than a dozen designers will be taking part in World of Fashion, which runs from 3 to 14 October. The event coincides with the Mall of the Emirates' Autumn/Winter 2013 fashion campaign.
Dubai is increasingly positioning itself as a regional fashion hub with recent plans unveiled for a new design district dedicated to industry-related organisations and international brands.
Sharaf said many brands are looking to have a fashion footprint in Dubai.
"Like I said, brands are looking for the best and most unique places to be and I think Dubai has today established strong shopping centres and has achieved strong numbers competing with global figures and I think that any global brand would like to be present here," Sharaf added.
Analysts estimated that the Middle East luxury market grew 10 to 15 per cent last year, putting the region as the 10th largest luxury goods market in the world.
Mall of the Emirates recently announced a one-billion dirham expansion and makeover plan of the mall and despite competition from other shopping centres, most notably Dubai Mall, Sharaf said the Mall's growing visitor numbers showed there was room for everyone in the market.
"Last year we got 43 million visitors with a daily rate of 70,000 to 80,000 people, which of course goes up to 90,000 to 100,000 people at the weekend," he said.
Dubai Mall, the world's largest shopping centre, also announced a one-kilometre expansion plan.