One of the world’s most influential fashionistas swept into Dubai Mall  on Sunday to reveal the shopping hub will host an uber-glam, A-list ‘Vogue Fashion Experience’ extravaganza later this year.
Franca Sozzani, editor-in-chief of Vogue Italia  and considered one of the five most important people in the global fashion industry, unveiled an event she says will be “very grand, very Dubai”.
The one-day October clothes bash - exact date to be finalised - will put the spotlight on the newest trends and showcase the 180 glitzy fashion brands based at Dubai Mall. Dubai will be the only destination outside of Italy to host a ‘Vogue Fashion Experience’ event.
The fashion queen said: “I’m a fashion person and Dubai Mall is very strong in fashion.” Sozzani added she loved the fact that all the fashion houses were under one roof - whereas in Milan “you have to walk for kilometres before you can get there”.
In fact, the garment guru insists she now thinks Dubai ranks alongside the likes of Milan, Paris, London and New York as a fashion centre .
“Yes, absolutely,” said Sozzani, who also revealed the Vogue café and restaurant planned for Dubai Mall will open “in May”. She pledged to bring a heavy-hitting, A-list crew of the world’s hottest models and trendiest celebs to Vogue’s Dubai fashion bash - but remained tight-lipped about who exactly was getting an invite.
Mohammed Alabbar, chairman of Emaar Properties, developers of Dubai Mall - the world’s largest shopping centre - and Downtown Dubai, said the event would act as “a magnet for fashion connoisseurs”. Some of the funds raised from the extravaganza will go to the Dubai Cares charity.
Sozzani spent her morning on Sunday mentoring Emirati fashion designers - “three or four” of whom she said showed real potential. And asked what advice she’d give Dubai’s plethora of fashionistas, Sozzani, 63, said: “We call them ‘Vogueistas’.
“They should enjoy fashion, play with fashion, dream of fashion. Yes, you pay for a dress but you pay for a dream - and at least in your dream you should feel good.”