Go 'digital shopping' with supermodel Adriana Lima in Abu Dhabi
UAE capital unveils branded broadcast fashion showcase in association with Vogue
The ongoing coronavirus pandemic might have put a temporary crimp on the global fashion industry, but not for long. While it may be a while before we get to see models strut around the catwalk from the coveted front row, as the Milan Digital Fashion Show has shown over the last couple of days, it is possible to indulge in all things fashion, even as we maintain social distance.
The announcement of the Vogue Fashion's Night In, Powered By Retail Abu Dhabi event, that will take place in the capital from July 18 to 23 will satiate fashion lovers in the city as it offer local residents a pioneering luxury shopping experience.
The premiere broadcast shopping showcase is an exclusive collaboration between Retail Abu Dhabi, the retail platform of the Department of Culture and Tourism - Abu Dhabi (DCT Abu Dhabi) and Vogue Arabia.
As part of this high-end and luxury brands including Yves Saint Laurent, Hermès, Burberry, Prada, Miu Miu, Fendi, Bulgari, Piaget, Cartier, Jimmy Choo, Van Cleef & Arpels among other exclusive products will be available on July 23 in Abu Dhabi, in an engaging digital programming slate curated by Vogue Arabia.
Starting July 18 and in the run up-to the broadcast on July 23, Vogue Arabia's curated list of popular fashion voices will produce live daily social media takeovers amplified across Retail Abu Dhabi's digital and social media channels. These takeovers will highlight limited-edition and only-in-Abu Dhabi collections, exclusives, and product drops, all available for fashion-lovers to discover and purchase.
The grand finale on July 23 will feature more than four hours of TV-style content, while also introducing a social shopping aspect that has not previously been produced in the region. The program will close with Vogue Arabia Editor-in-Chief Manuel Arnaut in conversation with Adriana Lima, the Brazilian supermodel. Lima was Vogue Arabia's November 2019 cover star, photographed alongside regional comedy legend Samir Ghanem.
Additionally, Vogue Arabia will create a pop-up content studio at The Galleria Al Maryah Island while also filming exclusive segments featuring fashion, jewellery, beauty, and lifestyle brands at both The Galleria and Yas Mall.
"As Abu Dhabi progresses a number of strategic initiatives to reinforce the emirate's position as a globally recognised shopping destination, this powerful collaboration highlights the very best the emirate has to offer," said Ali Hassan Al Shaiba, Executive Director of Tourism and Marketing, DCT Abu Dhabi. "The program is a true first in the regional retail landscape and covers every corner of the global fashion ecosystem, from influential global stars and an icon of international media, to a spectacular list of premium brand exclusives from some of the renowned labels.
"We're proud to be a part of this pioneering movement where premium content and experiential shopping reshapes a new era in the retail sector; this collaboration is a major milestone in Abu Dhabi's ambitions to re-welcome shoppers and visitors from around the globe."
Vogue Arabia Editor-in-Chief Manuel Arnaut said: "One of the things that we learned during the current pandemic is the importance of creating new formats that allow us to stay connected to our readers and partners, keeping the conversation alive both during and post-lockdown. Online and offline experiences are key to the success of retail brands and client engagement, pushing us to be more and more creative. We're thrilled to collaborate with Retail Abu Dhabi to produce such an innovative program during this time."
The festival, which will be hosted by celebrity TV presenter Raya Abirached, will see Lima joined by some of the region's leading celebrities and digital influencers, while being broadcast simultaneously across all of Vogue Arabia and Retail Abu Dhabi's digital platforms.
"Following the international success of Vogue Fashion's Night Out, which has taken place in more than 20 cities around the world, the new 'In' delineation of this program offers a unique experience to both a regional and international audience, with more than four hours of uninterrupted, premium programming that aims to celebrate shopping in the UAE's capital," Arnaut added.
Vogue Fashion's Night In, Powered By Retail Abu Dhabi will air across all of Vogue Arabia's and Retail Abu Dhabi's platforms on July 23rd, beginning at 7.30pm UAE.
Vogue cover girl Adriana Lima