Cadillac has just announced a long term partnership with Sole DXB. Cadillac has been collaborating with the three-day festival for all things related to art, fashion and music for the past two years and has now chosen to take this partnership to the next level. The two brands have now entered into a long-term partnership that will last well into 2019 and will focus on using music, art and fashion to bring the best of global street culture to the community in the Middle East.
Sole has grown over the years into a well-respected platform for several brands. The festival is held at the end of every year in Dubai as a 3 night, two-day event and serves as both a music festival and a direct to consumer fashion trade show. It has been instrumental in spurring growth in the alternative art scene in Dubai as well as Middle East’s design and progressive fashion sector.
Commenting on the partnership, Rajat Malhotra, Sole DXB Director said that the partnership with Cadillac has highlighted how it is possible for an independent organization and a multinational company to work together to build a community. He added that the new partnership is a major milestone for Sole, and highlights the potential both brands see in the region.
He added, “We’ve barely begun to expose the talent this region has to offer and are so pleased that we have a partner that shares our vision. The best is yet to come!”
Nadim Ghrayeb, Regional Sales and Marketing Manager, Cadillac Middle East said that the values and vision of Sole DXB are the same as those of Cadillac. He termed Sole DXB as a fantastic platform for Cadillac to connect with the brand’s audience.
He added, “As a brand, our tagline is “Dare Greatly” this is something we live and breathe every day, as a testament to our past and our vision of the future. As a company that has always looked to push the boundaries of what is possible we are looking to continue this thinking to take us to further success. This has also given us the push and tenacity to always look for partners who share our passion.
This year marks the third year that Cadillac is collaborating with Sole DXB. Last year’s edition witnessed the rebirth of the renowned streetwear brand, RAP London, 20 years after it folded. Cadillac has spent years supporting struggling and established designers from different parts of the world. The brand started with partnership with the Council of Fashion Designers of America (CFDA) that extended over many seasons and played a key role in supporting the first-ever New York Fashion Week: Men’s in 2015. The brand then went on to partner with a number of designers including the renowned fashion duo named Public School that debuted its Pre-Fall collection in Dubai, United Arab Emirates, at the launch of the all-new Cadillac XT5 crossover vehicle.
Manju Mathew, an MBA in marketing, completed publisher training courses from the Oxford Brookes University and New York University. She started with marketing and PR roles before moving on to her current position as a full time writer. Currently living in Dubai, her life as an expat has sharpened her observation skills and flair for writing. She enjoys writing about luxury cars like Ferrari, Lamborghini, etc even if she can only dream of owning them.
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