the department of culture and tourism – abu dhabi’s retail platform teams up with vogue arabia to create an all-new digital showcase of only-in-abu dhabi exclusives

Maria Ioulianou

Abu Dhabi, 18 July 2020

  • Putting a spin on the global Vogue Fashion’s Night Out event, this season marks the first social shopping driven by Vogue Fashion’s Night In, Powered By Retail Abu Dhabi 
  • More than 40 brands, including some of the biggest names in fashion will showcase only-in-Abu Dhabi exclusives and collection previews, including Saint Laurent, Hermès, Prada, Fendi, Dolce & Gabbana, Bulgari, Piaget, Van Cleef & Arpels, and more
  • The four-hour program on July 23rd, hosted by presenter Raya Abirached, will close with Vogue Arabia Editor-in-Chief Manuel Arnaut in conversation with supermodel Adriana Lima, a previous Vogue Arabia cover model with a global following of 20+ million people
  • The event will also include a curated program of live takeovers showcasing exclusive collections from 18 July – 23 July

Offering the UAE capital’s shoppers an exclusive and pioneering luxury shopping experience, Retail Abu Dhabi, the retail platform of the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Vogue Arabia, have announced the premiere broadcast shopping showcase: Vogue Fashion’s Night In, Powered By Retail Abu Dhabi

Taking place on July 23rd, the biggest luxury showcase of the season brings together a collection of brands with exclusive products available only in Abu Dhabi, amplified through an engaging programming slate curated by Vogue Arabia, which is set to roll-out across multiple platforms including both partners’ digital and social media channels. 

The impressive lineup of high-end and luxury brands includes Saint Laurent, Hermès, Burberry, Prada, Miu Miu, Fendi, Bulgari, Piaget, Cartier, Jimmy Choo, Van Cleef & Arpels and many more. In total, more than 40 brands will participate in the program.

Starting July 18th and in the run up-to the broadcast on July 23rd, 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 innovative Vogue Fashion’s Night In, Powered By Retail Abu Dhabi program on July 23rd will feature more than four hours of engaging TV-style content, while also introducing a social shopping aspect that has not previously been produced in the region. The approachable programming has been created across three key segments – fashion, beauty, and culture – and curated to ensure elevated fashion content and fun segments. 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, jewelry, beauty, and lifestyle brands at both The Galleria Al Maryah Island 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 HE 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 broadcasted 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.