The Region's First-Ever Fully Shoppable Fashion Week Is On Its Way

Fashion Forward Dubai, Zbooni, Technology
Fashion Forward Dubai
Fashion Forward Dubai is joining forces with UAE-based tech company Zbooni to create a see now, buy now experience

Fashion Forward Dubai's next edition in autumn is fast approaching, and they're making some changes to the traditional fashion week format that place them at the forefront of digital innovation.

Their latest partnership with e-commerce site Zbooni will make the most up-to-date collections from independent designers near and far instantly shoppable in just a few taps, and marks the first time the region's fashion-lovers can shop the runway looks on their mobile phones. 

Fashion Forward Dubai

The digital platform will provide a virtual point of sale for Fashion Forward Dubai's participating designers, enabling seamless same-day purchases of all the pieces being showcased. The collab hopes to create a more intimate relationship between designer and consumer, allowing for an unprecedented level of engagement. 

It will draw on Zbooni's state-of-the-art software and 'assisted checkout' technology to create a cashless shopping experience, using messaging services like WhatsApp to facilitate secure credit card transactions.

Fashion Forward Dubai

Bong Guerrero, Fashion Forward Dubai's CEO and co-founder, explained in a statement, "All our show offerings are now entirely shoppable from a fashion buyer’s mobile phone. The conduit to immediate and actual consumer sales has been the missing link across global fashion platforms, mainly due to the role that social media has played in democratizing the traditional off-season fashion week. Fashion Forward Dubai is innovating to address this challenge."

Fashion Forward Dubai returns to d3 from 30 October – 2 November 2019

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Fashion Forward Dubai, Zbooni, Technology
Fashion Forward Dubai