Leading Chinese fashion designers drew creative inspiration in the Middle East’s traditional design heritage during their first visit to Dubai for the Year of the Horse celebrations, sparking new cross-cultural ideas for future collections.
Yushan Li and Jun Zhou of PRONOUNCE, along with Susan Fang of her eponymous label, participated in a landmark three-day activation at Mall of the Emirates, in partnership with Jing Daily and Dubai Festivals and Retail Establishment (DFRE), part of the Dubai Department of Economy and Tourism, to celebrate Chinese New Year.
Kicking off with a VIP dinner at XU Dubai and featuring trunk shows, designer conversations, and a rare live Huangmei opera performance, the celebrations created a unique platform for cultural exchange where encounters with traditional Middle Eastern silhouettes and craftsmanship sparked a profound creative dialogue.
As PRONOUNCE displayed collections rooted in Chinese tailoring traditions, Li and Zhou found themselves captivated by the silhouettes – the overall shape or outline of a garment when worn – colours, and design philosophies embedded in the traditional clothing they saw around the city.
“This is our first time visiting Dubai, and we feel a little overwhelmed – it’s such a cool city. There’s a real sense of freedom and open-mindedness here, and the atmosphere is very positive and welcoming. Being in Dubai makes us feel truly encouraged,” said Li and Zhou.
For PRONOUNCE, marking its tenth anniversary, the moment validated a decade of exploring architectural tailoring rooted in Chinese heritage. Standing in Dubai, they recognised that the abaya and kandura share a design language grounded in structure, movement, and proportion.
“For us, this is about cultural exchange and exposure for the brand. It’s a completely new culture to us, and as Chinese designers, we’re curious about everything. In the future, we hope to incorporate many interesting elements into our designs,” the duo reflected.
When asked specifically about Middle Eastern design inspiration, the designers explained: “Yes, everything – the colours and seeing people in traditional clothing during the day. The silhouettes are very interesting. We noticed similarities to traditional Chinese garments, such as the cheongsam or robe. Many of PRONOUNCE’s collections have been inspired by robe silhouettes, so when we saw traditional clothing in the UAE, we felt inspired by the shapes and began thinking about how we could incorporate those elements in future designs.”
Meanwhile, Fang brought a complementary perspective. A Forbes 30 Under 30 honouree and BoF 500 member, Fang has built her practice on craft, emotion, and material exploration – pioneering air-weaving techniques and nature-inspired forms that have caught the attention of global luxury brands from Nike to Apple.
“I’m excited to be here for the first time. You don’t feel distant from people. The city feels immediately comfortable because it’s so international. There are so many different restaurants and brands – some that I usually only see in China, some that I mainly see in London, and others from different regions all exist here together. It’s wonderful to see so much diversity in one place,” she said.
The experience resonated deeply with Fang’s creative philosophy, which is rooted in the search for universal beauty across cultures. “Growing up in different countries really shaped me, because I was always searching for something – a kind of beauty that could connect us all, purely from the heart and across different cultures. I believe it’s important to bring cultures together. There is so much beauty in every aesthetic, every history and every tradition, but I’ve always felt there must also be something universal – a shared longing for beauty,” Fang added.
The three-day activation at Mall of the Emirates was part of Dubai’s citywide Chinese New Year celebrations, running until 22 February. The Jumeirah Burj Al Arab lights up with a stunning Year of the Horse animation projected on its sail, while attractions including MOTIONGATE Dubai, Green Planet and Ain Dubai – the world’s tallest observation wheel – welcome visitors to celebrate with immersive experiences and festive-themed offerings.
Dining destinations across the city feature specially curated menus at MICHELIN-starred restaurants including Hakkasan at Atlantis, The Palm and Shang Palace at Shangri-La Dubai, alongside family-friendly venues offering authentic East Asian cuisine. Global Village offers authentic shopping and entertainment, while shoppers can enjoy exclusive promotions and limited-edition collections at leading retailers across fashion, beauty, and lifestyle, with special rewards via Alipay and WeChat Pay.
Retail celebrations include exclusive capsule collections from fashion brands like Paul Smith’s “Galloping into Prosperity” and Barbour’s collaboration with designer Feng Chen Wang, luxury beauty offers at Galeries Lafayette with up to 50% off select lines, up to 45% off tech and entertainment at Jumbo Electronics, and exclusive promotions at Swarovski and Kate Spade.
