MCM has staged a “Fashiontainment Show” in Dubai blending fashion, dance and a live performance by K-pop singer Sohyang.
The extravaganza took place at the iconic Dubai Mall on May 5 and was open to the public, attracting huge crowds of onlookers.
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| K-pop star Sohyang with the Ambiguous Dance Group at MCM's Fashiontainment Show |
The first-time performance introduced a preview of the brand’s Cyber Nomad collection across an array of K-pop-inspired vocals and sensational dance moves from Korea-based Ambiguous Dance Group where east met west.
After the show, MCM held an exclusive VIP event at the brand’s Dubai Mall boutique, featuring more than 60 cultural creators and style influencers generating more than 50 million impressions within the first 24 hours. Celebrity guests and VIPs included Kris Fade, Sami Slimani, Deema Al Asadi, Zeynab El-helw, Ola Farahat, Supercar Blondie and the Twins Hadban.
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| MCM Chairperson Sung-Joo Kim with guests at MCM's Dubai Mall boutique |
Sabine Brunner, President & Global Brand and Commercial Officer, enthused: “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 and the arts since 1976, and we’re thrilled about how this came together to create a joyful moment for fans around the world.”
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| Supercar Blondie |
The Fashiontainment performance was repeated later that evening at the Global Summit of Women’s Gala Dinner, while the Museum of the Future hosted an impromptu performance during the Future Experts Series: Metaverse, Web3 & AI.
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| Kris Fade and Brianna Ramirez |
“The Fashiontainment Show is a platform which serves as a testament to the brand's innovative spirit and commitment to creativity, and is the first in a series of global performances,” said MCM.
