Soueast partners with Michael Cinco at Dubai Fashion Week to merge fashion and mobility
Chinese automobile brand Soueast has officially announced a collaboration with internationally acclaimed haute couture designer Michael Cinco during Dubai Fashion Week Spring/Summer 2026 (DFW). The partnership marks a milestone in blending the automotive and fashion industries, reinforcing Soueast’s role as the first Chinese carmaker to establish an exclusive partnership with Dubai Fashion Week, co-founded by Dubai Design District and the Arab Fashion Council.
The collaboration will extend beyond the runway, focusing on areas such as automotive design, the creation of art vehicles, and co-branded lifestyle products. Combining Michael Cinco’s signature aesthetic with Soueast’s engineering expertise, the initiative aims to create innovative crossover projects that integrate fashion-inspired luxury into everyday mobility.
Alex Tan, Vice President of Soueast International, said:
“The collaboration with Michael Cinco is just the beginning. Soueast will continue to work with DFW, the Arab Fashion Council, and Michael Cinco to explore new possibilities at the intersection of automotive and fashion. Our goal is to merge technology and fashion, delivering luxury and innovation to everyday consumers.”
Echoing the sentiment, Michael Cinco noted:
“Fashion and mobility may seem like different worlds, but now they meet in harmony. Each garment I design, like every Soueast vehicle, embodies precision, elegance, and vision. Together, we’re redefining sustainable luxury on both the runway and the road.”
The partnership highlights a shared pursuit of lifestyle innovation. Southeast’s “Ease Your Life” brand proposition emphasizes the integration of intelligent technology with diverse travel scenarios, while Michael Cinco’s designs, renowned among Arab royalty and global elites, bring an element of high-end artistry to the collaboration.
Soueast has identified the Middle East as a key market, with models such as the Soueast S06 DM gaining popularity among younger consumers. By aligning with the Arab Fashion Council and Cinco, Soueast seeks to strengthen its cultural presence in the region and advance its global expansion strategy.
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