David Ding, co-founder and executive president of Jollychic, says that, “Fashion is an expression of culture and a way to seek resonance. It is also an exploration of the future. Emerging designers in China and the Arab world are becoming increasingly influential. Their voices are being heard and ambitions understood. We are very glad to support them on this journey as they seek to gain visibility on the international fashion stage and shape the future of our industry.”

A textile trade show will be held at d3 entitled China’s Textile Exhibition, which hopes to connect regional names with new manufactures and fabric innovations, alongside the fashion shows.

Following a tie-up with JollyChic and Hala China, Dubai Fashion Days will be bigger than ever.

As well as the runway shows, the full collections will be offered online as see now buy now on Jolly Chic and MarkaVIP, while JollyChic will livestream its own show via it’s app.

Speaking of the new collaboration, founder and chief executive of the Arab Fashion Council, Jacob Abrian, says, “Arab Fashion Week is delighted to co-organise this powerful new initiative together with JollyTrust, in partnership with Hala China. The sum of our collective expertise will propel Dubai into new heights on the International Fashion Week calendar, by providing designers participating in Arab Fashion Week with the unprecedented opportunity to sell their entire collections from the runway directly to the consumer."

Presenting what it dubs "ready couture", the event will highlight glamorous event-wear that blends the finish of couture with the off-the-peg availability of ready-to-wear. Names showing from this region include Blssed, Yara Bint Shakar and Nina Zandia, as well as Amato Couture and, in a real boost, the haute couture house of Michael Cinco. Many fashion labels from China will also be showing, such as Judy & Julia, Old Times, WTC and Xin Is Lu, alongside names from even further afield such as Danielle Benicio from Brazil and Bav Tailor from the UK.

The UAE edition of the event is now in its seventh year and has expanded this season into a joint venture between Arab Fashion Week, JollyChic (the Middle Eastern online shopping site) and Hala China (an initiative between Meraas and Dubai Holding). Now entitled Dubai Fashion Days, the eight-day event will showcase new designers from around the globe, across two locations, City Walk and Dubai Design District.