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Dubai Fashion Week has always been setting the tone for the global fashion season for the past couple of years, and this season was no different.
But in the emirate this year, it wasn’t just the outfits that were turning heads.
Enter SOUEAST, the Chinese automotive brand making a chic entrance as the official automobile partner of DFW Spring/Summer 2026. It also brought about a creative crossover no one saw coming, with none other than Michael Cinco, the designer whose couture gowns have swept red carpets from Cannes to Hollywood.
Staged at Dubai Design District (D3), DFW is now firmly cemented as the world’s fifth major fashion week, drawing its fair share of editors, celebrities, and industry tastemakers. And in true Dubai fashion, it’s not just about the runway – it’s about what happens off the runway, too.
SOUEAST, a brand that relaunched in 2024 and now operates across 42 countries, brought its “Ease Your Life” philosophy to the forefront, proving that mobility and style can (and should) go hand in hand.
Throughout the week, VIPs glided into shows in SOUEAST’s latest fleet: the S09, S07, and the S06 DM, the latter already a local favourite thanks to its sporty edge and tech-savvy features. Think of it as fashion week’s new front-row essential – only with leather seats and a sunroof.
But the real headline moment? The announcement of a groundbreaking collaboration between SOUEAST and Cinco at a thematic dinner on September 5. Together, they’re set to explore automotive design, art cars, and co-branded creations that fuse Cinco’s trademark opulence with SOUEAST’s sleek engineering.
“Fashion and mobility may seem like different worlds,” said Cinco on the night, “but now they meet in harmony. Each garment I create, like every SOUEAST vehicle, embodies precision, elegance and vision.”
Translation: the future of luxury might just be one where your car is as high-end as your wardrobe. And honestly, in Dubai, would we expect anything less?
