After four months of working behind the scenes, Dubai Mall has revealed AUTHORITY by AVANTGARDE as the 360-degree marketing agency leading the Dubai Mall Festival of Fashion (DMFOF), one of the largest fashion festivals of its kind in the region.
AUTHORITY by AVANTGARDE has been responsible for shaping and delivering the entire creative, strategic and marketing vision for the festival since its inception, overseeing brand strategy, creative direction, PR, social media, content creation, influencer and celebrity strategy, partnerships, website development and campaign rollout, positioning Dubai Mall Festival of Fashion as a major new global fashion moment.
Kubi Springer, Head of AUTHORITY by AVANTGARDE, said, “This is a truly world-class campaign, and we’re proud to have been entrusted with shaping the creative and marketing vision for what will become the most significant fashion festival in the region. From strategy and branding, to PR, Partnerships, social storytelling, influencer and celebrity engagement; our focus has been on creating a platform that positions Dubai Mall Festival of Fashion firmly on the global fashion calendar.”
All festival imagery has been concepted, creative directed and produced by AUTHORITY by AVANTGARDE.
Born out of AVANTGARDE Brand Experience Agency, AUTHORITY operates as a specialist fashion, lifestyle and luxury-focused studio, uniquely bridging brand storytelling with omnichannel marketing campaigns.
While AUTHORITY leads the festival’s strategic and creative ecosystem, AVANTGARDE Brand Experience Agency deliver the event production, logistics and spatial design, ensuring a fully integrated, end-to-end execution model for the Festival of Fashion.
Together, the two teams demonstrate a seamless approach to delivering complex, high-impact fashion events at scale.
Anil Bhoyrul, Managing Director, Lana, added, “We are delighted to be working with AUTHORITY by AVANTGARDE as the creative, branding and marketing agency for Dubai Mall Festival of Fashion. Their ability to think strategically, execute creatively and deliver at scale makes them the perfect partner for a festival of this ambition and magnitude.”
Taking place 29–30 January 2026, the Dubai Mall Festival of Fashion will transform the world’s most visited retail destination into a global stage for fashion innovation, creativity and style.
The festival will bring together leading designers, luxury brands, creators and international fashion voices, alongside a programme of immersive masterclasses and prestigious awards recognising the region’s most influential contributors to fashion and style.
The festival is organised in partnership with Lana, the Arabic news platform redefining media engagement across the region.
The festival will feature 12 immersive masterclasses, led by industry leaders across fashion, beauty, styling and craftsmanship. The first masterclasses now open for registration include:
- Street Style to Runway: Trend Interpretation
- Cultural Fashion Influences and Fusion Styling
- Fragrance & Fashion: Styling Through Scent
- Colour & Style: Coordinating Hair with Fashion
- Accessorising Like a Pro
In addition, the Dubai Mall Festival of Fashion Awards will celebrate excellence in design, personal style, creativity and fashion influence across the Middle East.
As an annual fixture, the Dubai Mall Festival of Fashion positions Dubai as a global hub for fashion creativity, luxury brand engagement and cultural innovation. It aims to set a new benchmark for how fashion festivals are conceived, marketed and experienced in the region.
