What do Insta-gold photo opps, client-targeted exclusive styles, and a pervasive sense of FOMO have in common? They are the key ingredients of a successful fashion pop-up and catnip to the UAE’s luxury consumer.
In recent weeks, regional social media algorithms have been awash with images of New York brand The Frankie Shop’s two-week installation in Abu Dhabi, while, over in Dubai, British designer Victoria Beckham put the star power into promotion for her exclusive capsule collection created for online retailer Ounass.
