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Dubai’s first underwater fashion show: when Buzz overtook purpose

Dubai’s first underwater fashion show: when Buzz overtook purpose

We love seeing innovative efforts to create buzz, but hopefully it’s not at the expense of the initial intention of the project.


December 11, 2011 5:57 by

“Nothing is impossible” are the words spread across a banner in the 11-million-litre Ambassador Lagoon in Dubai’s Atlantis Hotel as a fashion design professor held a fashion show underwater for her students.

Yep, a bevy of what we could only assume are beautiful and voluptuous professional scuba divers (they were covered in diving masks and the clothes were wrapped around their scuba gear) were swimming in a lagoon that served as a catwalk for a 30-minute underwater fashion show.

Here’s a clip of the fashion show from Jazarah:

Where to begin? First of all, we commend the American University in the Emirates (AUE) professor for thinking out of the box. It may not have been the world’s first underwater fashion show but the stunt has garnered quite a few hits on Youtube and in regional media sites—a great marketing move.

Also, admittedly or not, a lot of us have a fascination for mermaids at one point in our childhood or even now as we grow older. This is a great way to tap into that fascination.

But Kipp can’t help but think that just because you CAN do something doesn’t mean you should. And if you really want to do it, then do it right.

Other than the marketing trick of doing the fashion show underwater, we couldn’t really critique or give praise to the clothes as the designs were hard to see. Seeing as each piece is priced between 300AED to 5,000AED on sale at, it would have been nice for potential buyers to see how the clothes are like in real time, which would be the point of catwalks one would think.

Here’s an underwater fashion show done in Korea back in 2010:

You can see the beauty of the dress and the swimmers look graceful without the cumbersome bulkiness of scuba gear.

In the end, it’s A for effort though and we’ll be looking forward to what stunt AUE will do next.


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1 Comment

  1. elbaroco on December 12, 2011 10:03 am

    Thank you for your sound analysis.
    Only fashion institutions can teach fashion design.


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