As part of this year's Dubai Shopping Festival Dubai, organisers of the festival collaborated with the Roads and Transport Authority and Bloomingdale's to put on a fashion show aboard a moving train, the first ever such event in the region.
DUBAI, UAE (JANUARY 23, 2012) (REUTERS) - A moving Metro train in Dubai took on a one of a kind approach to fashion on Wednesday (January 23) as it hosted a unique indoor segment of the Dubai Shopping Festival by turning the public carriagway into a catwalk.
Models negotiated their way across the carriage of the moving train to showcase an exclusive sneak look at Bloomingdale's Spring/Summer 2013 collection.
The event was organised by the Dubai Events and Promotions Establishment (DEPE), an agency of the Department of Economic Development and the organisers of the DubaiShopping Festival, in collaboration with the Roads and Transport Authority (RTA) and Bloomingdale's Dubai.
Some 80 invited guests boarded the 'Express Fashion' train at the Burj Khalifa station, a walking distance from The Dubai Mall and the world's tallest building, for which the station is named, for an hour-long journey to watch models sashay down the moving runway.
CEO of DEPE Laila Suhail said the event promised to be a unique experience for guests.
"This was a unique experience, an experience that visitors to Dubai would enjoy. In addition, this was an opportunity to show the audience what the Dubai Shopping Festival has to offer," said Suhail, adding:
"Thankfully we did not have any problems but seeing as it was a new experience and the first time it has ever been organised the audience experienced something unique and at the same time the Dubai Events and Promotions Establishment also learned a lot from this first-time event on a Dubai Metro train."
A three-man live band entertained guests aboard the train during the fashion show interval as models prepared to hit the carriage catwalk with the evening wear selection.
The Metro's Gold carriage became a temporary dressing room for the models, where event organisers had set up clothing and make-up stalls on the seats of the train.
"We were approached as an opportunity to become the exclusive retail partner on such an activity and Bloomingdale's Dubai is always looking for something new, something innovative, some interesting animation and we saw it as a perfect opportunity to work together."
Atkinson praised the ten models taking part in the presentation of Bloomingdale's collection.
"The models did an amazing job being able to manage their outfit changes, their looks but also the catwalk was moving the whole time that they were presenting, so that was probably the biggest challenge for them."
Dubai Shopping Festival 2013 launched on Jan. 03, marks the event's 18th year in the cosmopolitan city, with a series of events taking place throughout the month, including international concerts, musicals and exhibitions.
The festival comes to an end on Feb. 03.