I think I just met the man to do it. Simon Lock is a friendly Aussie with decades worth of fashion industry experience. He is credited with starting Mercedes Australian Fashion Week and working extensively in Asia as Festival Director of Singapore Fashion Week and MasterCard Luxury Week Hong Kong and is the Senior Vice President & Managing Director of IMG Fashion and Models for Asia Pacific. He has produced shows for sartorial heavy weights like Diane Von Furstenburg and Marc Jacob in places like New York, Paris and London. He comes to Dubai with a firm understanding of the region, its potential and an infectious enthusiasm for the challenges that lay ahead.

With 285 Fashion Weeks held around the world Simon seeks to elevate DFW towards the top of the heap by bringing in international emerging models, an internationally experienced production team and focused consultations with designers in order to fuse international standards with local cultural values and aesthetics. They are also committed to building out a spectacular exhibition space for the film crew and photographers to capture DFW and the designers’ work at their best.

I can’t help but get my hopes up despite season after season of disappointment…but there is defiantly a strong scent of change in the air… so here’s hoping the desert wind doesn't blow it away!