In a bold move blending the worlds of automotive design and haute couture, Chinese carmaker SOUEAST and iconic Filipino designer Michael Cinco officially announced a strategic collaboration during Dubai Fashion Week (DFW) Spring/Summer 2026, held on September 5, 2025.
The partnership was revealed on the runway in front of global media, fashion insiders, and industry leaders, marking a first-of-its-kind crossover between a Chinese automobile brand and the Middle East’s most influential fashion house. It also follows SOUEAST’s recent milestone as the first Chinese auto brand to become an exclusive partner of Dubai Fashion Week—co-founded by Dubai Design District (d3) and the Arab Fashion Council (AFC).
Fashion Meets the Future of Mobility
The two brands aim to co-develop art vehicles, automotive-inspired fashion lines, and co-branded lifestyle products, drawing from Michael Cinco’s luxury design DNA and SOUEAST’s innovation in smart mobility. At the heart of the collaboration lies a shared ambition: to elevate the aesthetics of daily life, both on the runway and the road.
“Fashion and mobility may seem like different worlds, but now they meet in harmony,” said Michael Cinco.
“Each garment I create, like every SOUEAST vehicle, embodies precision, elegance and vision. Together, we’re exploring how sustainable luxury can exist both on the runway and on the road.”
Building a Lifestyle Brand
According to Alex Tan, Vice President of SOUEAST International, this is just the beginning.
“The collaboration with Michael Cinco is just the start. SOUEAST will continue to work with DFW and the Arab Fashion Council to explore the integration of technology and fashion. Our goal is to bring luxury and innovation into the everyday lives of more consumers.”
The partnership is seen as an evolution of SOUEAST’s brand ethos, “EASE YOUR LIFE”, which emphasizes smart mobility, user-centric design, and aspirational lifestyle integration. Cinco’s touch brings high fashion sensibility to car design — marrying form, function, and flair.
The Middle East: A Strategic Market
With a focus on the Middle Eastern market, SOUEAST has already seen success with its S06 DM model — popular among younger, tech-savvy drivers who seek a blend of style and performance. Through this partnership and its ongoing relationship with the AFC, the brand is strategically positioning itself as a design-forward lifestyle brand, not just an automaker.
Driving Culture, Not Just Cars
This latest crossover points to a broader shift in consumer culture, where automotive brands seek emotional, cultural, and aesthetic relevance, especially among younger demographics.
By integrating fashion into automotive branding, SOUEAST and Michael Cinco aim to redefine what it means to be a design-first, lifestyle-driven brand in a global market that increasingly values sustainability, innovation, and individuality.
The partnership signals a new chapter in the intersection of mobility and luxury, and Dubai — with its reputation for bold design and global influence — is the perfect stage.
For more updates, visit: [Dubai Fashion Week / SOUEAST / Michael Cinco].
