MCM debuts in Dubai with Fashiontainment Shows across the city

The fashion brand roped in Ambiguous Dance Company and Korean singer Sohyang

German luxury fashion house MCM has been developing its product line by drawing inspiration from culture, music, and the arts since its inception in 1976. And now, the brand made its Dubai debut with a Fashiontainment Show at the Dubai Mall on 5th May 2023.

The MCM Fashiontainment Show was open to the public and presented an unique intersection of fashion, culture and art with a fashion show on display. A preview of the brand’s Cyber Nomad collection was exhibited accompanied by live performances by the Ambiguous Dance Company and acclaimed Korean singer Sohyang.

The Fashiontainment Show drew large crowds and was followed up by an exclusive VIP event at MCM’s boutique at the Dubai Mall. The event featured a lineup of more than 60 cultural creators & style influencers comprising the likes of SupercarBlondie, Ola Farahat, Sami Slimani, Kris Fade who were styled in MCM’s latest collections resulting in the generation of more than 50 million impressions in the social media space.

MCM’s Dubai debut further extended to the Global Summit of Women and the Museum of the Future where the brand exhibited its Fashiontainment performances.

“MCM (is) very grateful that the Dubai Mall allowed us to produce this spectacular performance. The cultural Zeitgeist has been a continuous inspiration for the brand through music & the arts since 1976, and we’re thrilled about how this came together to create a joyful moment for fans around the world”. – Sabine Brunner, President & Global Brand and Commercial Officer

Team TCI was invited to check out the Fashiontainment Show at Dubai Mall as well. 

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