Mimi Fashion S/S 2010, Dubai fashion show

Pure London has joined forces with French trade show Who’s Next and Premiere Classe to host a buying event in Dubai. Middle East Fashion Days will take place from 19th – 21st October 2010 and Pure London announces the new collaboration with a dedicated section for its exhibitors over the three day event.

Pure Selection will form a special part of Middle East Fashion Days giving Pure London’s fashion brands the opportunity to meet, network and do business with buyers and consumers across the Middle East.

Who’s Next & Premiere Classe in Dubai will launch the largest ‘Pop Up Store’ ever to be created in the Middle East where on the final day of the fair, Thursday 21st October, the public can enjoy a one-off exclusive ‘shopping day’.

Boris Provost, Exhibition Director comments, "This new concept gives the brands an exclusive opportunity to test the market trends by presenting their collections to the end-consumer."

Brands who have expressed intent to show include Zandra Rhodes, James Lakeland, Almost Famous and Lotus London.

The exclusive event takes place in Dubai’s most luxurious hotel resort, the Madinat Jumeirah and will include three catwalk shows a day presenting the best in local and international designers, sponsored by Fashion TV and L’Oreal.

Within the fast growing region, department stores such as Bloomingdales, Galeries Lafayette, House of Fraser, Harvey Nichols, Saks and are looking to widen their offer and welcome new brands to answer the consumer’s constant need for creative and exclusive products.

Visitors to the show should note that the United Arab Emirates plans to ban the data network for all Blackberry phones in the country from October this year. Even foreign travellers with roaming services will not be able to access email, messaging or web browser services.

By Rosie Hart