The Dubai Fashion Week Spring/Summer 2026 has officially begun at Dubai Design District (D3), welcoming designers, celebrities, and industry leaders for one of the world’s fastest-rising fashion showcases.
This season, Chinese automotive brand SOUEAST has joined as an official partner, marking a rare collaboration between fashion and the mobility sector. The move highlights the growing trend of cross-industry partnerships in Dubai’s creative economy.
Fashion Meets Mobility
SOUEAST, which renewed its brand identity in 2024 under the philosophy “Ease Your Life”, has quickly expanded into 42 countries and regions. Its global rise has been fuelled by an appeal to younger consumers who value both design and practicality in everyday life.
At Dubai Fashion Week, the brand is not only supporting the event but also using it as a platform to align itself with fashion-forward lifestyles. On 5 September, SOUEAST will co-host a thematic dinner with Dubai Fashion Week, aimed at exploring how aesthetics and design thinking in fashion can inspire the future of automobile development.
Much like clothing, cars increasingly serve as statements of personal style. The collaboration is intended to push the boundaries of how mobility products can reflect cultural and fashion influences.
A Global Stage
Dubai Fashion Week, co-founded by Dubai Design District and the Arab Fashion Council, has quickly risen in prominence and is now recognised as the world’s fifth major fashion week. Its growing international profile underscores Dubai’s ambition to become a global hub for creativity, design, and luxury.
For SOUEAST, the event is also a strategic opportunity to deepen its presence in the Middle East, a region that values both innovation and style. The company says it wants to use the collaboration as a springboard to position itself as a trendsetter in urban mobility.
VIP Experience on Wheels
Beyond the catwalk, SOUEAST’s newest models – the S09, S07, and S06 DM – are being deployed as official VIP vehicles for designers, celebrities, and industry guests. The cars, known for their comfort, intelligent features, and sleek design, are intended to reinforce the brand’s message of blending style with functionality.
“Automobiles, like fashion, are expressions of lifestyle and identity,” a SOUEAST spokesperson said. “By partnering with Dubai Fashion Week, we want to show how mobility can be as stylish and inspiring as the clothes on the runway.”
Looking Ahead
The collaboration is expected to be the beginning of more crossovers between fashion and mobility for SOUEAST. The company says it will continue to explore ways to merge design innovation with consumer trends, with an emphasis on creating vehicles that cater to evolving tastes.
For Dubai Fashion Week, the partnership adds a fresh dimension to its mission of connecting global fashion cultures and industries beyond the runway. As the event continues through the week, organisers hope it will not only showcase creativity but also set new directions for lifestyle trends on an international stage.
