Majid Al Futtaim’s luxury flagship destination, Mall of the Emirates launched its Spring/Summer 2017 campaign aptly named BLOOM reflecting the aesthetic of the season. From March 15 – April 15 the city’s favourite shopping mall famous for housing the world’s most sought-after brands will celebrate the season with fashionable activations, exclusive events and incredible winning opportunities. 

Inspired by the season, Mall of the Emirates’ SS17 campaign imagery showcases the tonal palette of Spring. The BLOOM concept invites guests to shed their winter wardrobe and revive their looks with a splash of colour to usher in the lighter, brighter season. The vibrant campaign embraces the ambiance of the Spring with lively colours, exotic birds and flowers in full bloom.

Headlining the mall’s SS17 fashion activities was a conversation with special guest speaker Her Highness Sheikha Hend Al Qassemi, Chairperson of the CFD Advisory Board and Member of the Board of Trustees who shared her insight into the industry during an Q&A session. Her Highness discussed the regional fashion landscape, her inspiration and favourite spots at Mall of the Emirates.Following the Q&A session emerging design talent presented pieces that were inspired by Mall of the Emirates’ BLOOM campaign in front of a panel who judged their work and awarded a winner.