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Agenda-setting intelligence, analysis and advice for the global fashion community.

The Real Reason Luxury Brands Are Investing in the Dubai Expo

Chanel, Cartier and Armani are focused on Dubai as it hosts the world expo, but most brands need more comprehensive localisation strategies across the Gulf to fully benefit from the post-pandemic repatriation of luxury spend.
Al Wasl Plaza, designed by Adrian Smith and Gordon Gill Architecture, is the main staging area of Expo 2020 Dubai. Expo Dubai.
Al Wasl Plaza, designed by Adrian Smith and Gordon Gill Architecture, is the main staging area of Expo 2020 Dubai. Expo Dubai.

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Tonight’s world expo opening ceremony is tipped to be a star-studded extravaganza fit for the high-octane emirate hosting this year’s mega-event.

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