DSS leads in style stakes with mix of high-end fashions plus cool & casual looks

This year's Dubai Summer Surprises (DSS), with its huge selection of sales, deals and promotions featuring some of the biggest high-end brands, fast fashion favourites and in-demand designers, has delighted residents and visitors eager to pick up the latest trends

DSS leads in style stakes with mix of high-end fashions plus cool casual looks

Dubai, United Arab Emirates: One of the world’s fashion capitals, Dubai is home to its fair share of style superstars, fabulous fashionistas and super-cool streetwear champions.

This year’s Dubai Summer Surprises (DSS), with its huge selection of sales, deals and promotions featuring some of the biggest high-end brands, fast fashion favourites and in-demand designers, has delighted residents and visitors eager to pick up the latest trends.

Organised by Dubai Festivals and Retail Establishment (DFRE), DSS promotes Dubai as a fun, open, welcoming and safe destination, with all of the participating venues, stores and malls following the important health and safety procedures, including social distancing and the wearing of masks at all times.

DFRE asks some of Dubai’s most popular Key Opinion Leaders (KOLs) about the fashionable outfits, designer pieces and exciting shopping trips they’ve enjoyed at this year’s summer retail festival.

What is your favourite fashion piece from this year’s DSS sales or promotions?

Fashion, beauty and travel KOL Rana Hesham said: “Beautiful sparkling black high-heels from Aldo.”

Meriem Lamtareq, who specialises in fashion, beauty and all things mums related, said: “A pair of high-heels from Aquazzura.”

Motherhood and lifestyle KOL Ines Akari said: “My favourite fashion item was a jacket, a statement piece from Galeries Lafayette that was 75 per cent off so this was the best deal!”

Which malls / stores do you visit during DSS and why?

Rana: “I love to visit Mall of the Emirates. It has all my favourite shops and restaurants.”

Meriem: “I love to visit The Dubai Mall.”

Ines: “I visited a lot of malls such as The Dubai Mall, Mall of the Emirates, City Centre Deira, Dubai Festival City Mall, but City Centre Mirdif is my favourite and there are very good deals to be found there.”

What’s your favourite fashion look, trend or style tip to emerge from this year’s DSS?

Rana: “Summer looks, of course! My tip is to get a tint for a summer style.”

Meriem: “I love the latest trend of colour blocking.”

Ines: “I always choose to invest in classic pieces because they last longer and are not just a seasonal trend. My tip is whenever there is a good deal, I buy bigger sizes for my kids for next season.”

If you had an unlimited budget, which DSS location / store / brand / mall would you visit and why?

Rana: “Mall of the Emirates and The Dubai Mall. I would pass by every store because why not!”

Meriem: “I would head to The Dubai Mall and Level Shoes because they have every high-end and sporty brand you could ever want.”

Ines: “I would definitely choose The Dubai Mall, the largest in the world that has everything under one roof.”

How does DSS, with its super sales and promotions, boost Dubai’s status as one of the world’s fashion capitals?

Rana: “It boosts Dubai by giving people more offers, better prices and more chances to be even more fashionable.”

Meriem: “It’s perfect as we can all enjoy the sales. DSS is one of the best shopping festivals in the world and everyone eagerly awaits the season to start so they can enjoy the offers in the city’s most amazing malls.”

Ines: “It definitely boosts Dubai by allowing everyone the opportunity pick up sought-after brands with big savings. For me, the Flash Sale is my favourite promotion.”

Dubai Summer Surprises is supported by Key Sponsor RAKBANK MasterCard and Strategic Partners which include: Al Futtaim Group (Dubai Festival City Mall and Dubai Festival Plaza), Al Zarooni Group (Mercato Shopping Mall), AW Rostamani Group, Dubai Holding, Emirates Airline, Enoc, Etisalat, Majid Al Futtaim (Mall of the Emirates, City Centre Mirdif, City Centre Deira), Merex and Nakheel (Ibn Battuta Mall, Nakheel Mal and Circle Mall). For more information, log onto the website mydss.ae or follow @DSSsocial for the latest information.


About Dubai’s Department of Tourism and Commerce Marketing (Dubai Tourism)

With the ultimate vision of positioning Dubai as the world’s leading tourism destination and commercial hub, Dubai Tourism’s mission is to increase the awareness of Dubai among global audiences and to attract tourists and inward investment into the emirate. Dubai Tourism is the principal authority for the planning, supervision, development and marketing of Dubai’s tourism sector. It markets and promotes the Emirate’s commerce sector and is responsible for the licensing and classification of all tourism services, including hotels, tour operators and travel agents. Brands and departments within the Dubai Tourism portfolio include Dubai Business Events, Dubai Calendar, and Dubai Festivals and Retail Establishment.

About Dubai Festivals and Retail Establishment

The Dubai Festivals and Retail Establishment (DFRE) is responsible for developing Dubai’s retail and festival sectors and supporting the positioning of Dubai as a world-class tourism destination with year-round family entertainment, shopping and events. 

For further information, please contact:
Dubai Tourism
[+971] 600 55 5559

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