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MCM Presents The Fashiontainment Show – A Spectacular Fusion of Fashion, Culture, and the Arts

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German luxury fashion house, MCM makes a spectacular debut in Dubai, unveiling an innovative fusion of fashion, culture and the arts through a conceptual presentation celebrating the brand’s heritage DNA. Highlighting renowned singer Sohyang and the notorious Ambiguous Dance Company, the energetic performance took guests on a journey through the brand’s heritage from past to future for the first time.

The Fashiontainment Show took place in Dubai, a global capital for cultural innovation, diversity and modernism, within the iconic Dubai Mall. 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 where east met west.

Afterward the presentation was celebrated at an exclusive VIP event at MCM’s boutique at the Dubai Mall, featuring a lineup of more than 60 cultural creators & style influencers generating more than 50 million impressions within the first 24 hours. Highlights includes Alex from @supercarblondie, Zeynab El Helw, Deema Al Asadi, Ola Farahat, Sami Slimani, Kris Fade and the Twins Hadban who were styled in MCM’s latest collections.

“MCM 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.

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The brand is also thankful to the Global Summit of Women who invited MCM to bring the Fashiontainment performance to their Gala Dinner later that evening, as well as the Museum of the Future for hosting an impromptu performance during the Future Experts Series: Metaverse, Web3 & AI. The Fashiontainment Show is a platform which serves as a testament to the brand’s innovative spirit & commitment to creativity, and is the first in a series of global performances. For more information, please visit the MCM website.

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