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New fashion show brings a touch of glamour to dubai

Al Bawaba
New fashion show brings a touch of glamour to dubai

International fashion brands will premier some of their latest eyewear collections at Vision-X Dubai 2008, the region’s premier business platform and conference for the optical and ophthalmic industry.

With strong demand for the latest in fashion frames and sunglasses in the region, leading companies are increasingly viewing the Middle East, and Dubai in particular, as a key strategic location to promote major collections.

Dubai World Trade Centre, organiser of Vision-X Dubai 2008, is introducing a number of new visitor features, including the inaugural Vision-X Dubai Fashion Show. This prestigious event will run twice daily throughout the exhibition from 18–20 February 2008, showcasing new eye wear collections from a number of top international brands.

Trixee Loh, Exhibitions General Manager, Dubai World Trade Centre, said: “By launching the Vision-X Dubai Fashion Show, this new interactive element provides exhibitors with an important platform to demonstrate their latest collections to industry visitors. Ongoing innovations such as the fashion show help to increase the visitor experience as well as reinforce the strategic positioning of the event for the entire industry.”

Egma Lens Factory will present new collections from Porsche Design and Rodenstock whilst Puma and Lacoste will be unveiled by Euphoria Trading. Concluding the programme is PMI showcasing Davinci, Venecia, Rudy Project and Serengeti Eyewear.

As part of Vision-Lifestyle, a new sub-brand of Vision-X Dubai that caters specifically to the fashion industry, the catwalk shows will take place at 12 noon and 4 pm on the first two days (18-19 February) and 12 noon and 2pm on the 20 February.

Pernhard Westerhoff, Sales Manager of International Distribution Partners, Rodenstock, Platinum Sponsor commented: “Rodenstock has experienced remarkable growth in the Middle East, offering a unique line of spectacles that emphasise personal character and style. Vision-X Dubai, with its innovative platform and unique understanding of the industry’s needs, remains the leading regional optical event on the business calendar.”

Alongside the high fashion and daring designs, Vision-X Dubai will also focus on the medical and healthcare sides of the optical and ophthalmic industry. The dedicated new sector, Vision-Opticare will facilitate the needs of medical and technical professionals in the mid-level eye care industry, showcasing the latest in ophthalmic, optometric and technical equipment, instruments and machinery.

Running alongside the exhibition will be the only specialised optometry conference in the region, the Vision-X Dubai Conference, which takes place from 19-20 February 2008 at Dubai International Conventional and Exhibition Centre, co-organised by DWTC and the Emirates Medical Association Ophthalmic Society (EMAOS).


Vision-X Dubai 2008 is the 9th Optical & Ophthalmic Exhibition and Conference. It is the largest regional exhibition for the latest in eyewear, optical aids and accessories in an exciting and dynamic market.

Last year, the trade and specialist exhibition welcomed 155 exhibitors from 27 countries and delivered 2,683 trade professionals eager to source the latest products and services.

The Vision-X Dubai conference, organised by EMAOS, is set to be held alongside the exhibition last year and gave eyecare professionals a chance to listen to speakers from all over the region and be involved in discussions and network with industry experts.

About Dubai World Trade Centre (DWTC)
As the organiser of Vision-X Dubai 2008, Dubai World Trade Centre offers over 28 years’ experience of delivering world-class events in the Middle East, providing local, regional and international exhibitors with unmatched expertise and in-depth market knowledge. Our team organises 15 of the largest and most successful international and regional shows in Middle East, providing an ideal platform for business development in the region.

Our commitment to ongoing innovation within the exhibition industry has supported the rapid growth and development of a wide range of business-to-business and business-to-consumer shows, and delivered consistent satisfaction to exhibitors and visitors. DWTC works with the leading trade bodies and industry associations to ensure that all exhibitions deliver full value and are built upon the real needs of their specific sector.