You'll now be able to shop the Fashion Forward Dubai catwalks via WhatsApp

Bringing new meaning to fast fashion...
You'll now be able to shop the Fashion Forward Dubai catwalks via WhatsApp

Instagram @ffwddxb

This year, Fashion Forward Dubai has collaborated with UAE-based technology company Zbooni to create the region's first fully shoppable fashion week, enabling real-time sales to be completed during the catwalk shows.

Taking place 30th October to 2nd November, attendees will be able to shop the international and regional independent designers using real time messaging, creating a cashless marketplace instantly connecting customers to participating designers via messaging services such as WhatsApp.

These virtual checkouts will be linked to a highly secure credit card payment gateway.

“After years of developing this platform, we always have our ears to the ground to understand what both the design community and fashion lovers want and need. This edition of Fashion Forward Dubai reflects the evolving realities of fashion and retail,” Bong Guerrero, CEO and Co-Founder of Fashion Forward Dubai revealed at the launch.

“We will take a more 360-degree approach that touches the many facets of the fashion world, from the most luxurious haute couture fashion houses for which Dubai is so well known, to the hottest emerging brands from our region, and even high street innovators.”

Great news for the designers, but our bank balances? Not so much. 

For more information, visit

Photos: Instagram