Majid Al Futtaim Group launched an AED100 million fashion district at its flagship destination, Mall of the Emirates, on Monday.

The fashion district, spread across 5,000 sqm with 30 new stores, is the first phase of the mall’s AED1 billion redevelopment program, which is set for completion by the end of 2015.

Saudi citizens are the mall’s major visitors and customers, Fuad Mansoor Sharaf, senior director of property management, Shopping Malls for Majid Al Futtaim, told Arab News on the sidelines of the press conference.

“We receive a huge number of visitors and customers from the Kingdom, especially during holidays. During the DSF (Dubai Shopping Festival) time we had to extend our working hours to midnight due to the influx of visitors from Saudi Arabia,” he said.

“ In the future, we have more plans in store for visitors from Saudi Arabia. They are potential buyers also,” he added.

“Our second phase of the multi-stage redevelopment includes a 25,000 sqm expansion, and will be situated above the existing Carrefour store,” he said.

The project, which will reveal a series of new shopping, dining and entertainment concepts, is the largest of its kind undertaken by the Mall of the Emirates to-date and will set a new benchmark of design and shopping excellence for the retail landscape.

By 2015, about 25 percent of the mall’s retail mix will be completely new for shoppers, including the debut brands now open at the fashion district.

“The fashion district is a significant milestone in Mall of the Emirates’ Evolution 2015 redevelopment, providing a tangible preview of the mall’s wider ambitions to introduce innovative fashion and lifestyle concepts,” said Dimitri Vazelakis, executive managing director — Shopping Malls for Majid Al Futtaim — Properties. “The redevelopment is the most aspirational project to-date, with an investment of AED1 billion to transform our flagship shopping center to new and compelling standards of design and shopping excellence.”

The fashion district offers a fusion of international fashion, with influences from America, Europe including the UK, Japan and the UAE.

Halston Heritage, an evolution of the iconic American luxury brand Halston, makes its UAE debut with its timeless collection of ready-to-wear fashion. Other firsts are Elie Tahari, Alice & Olivia and C Wonder.

A newly relocated Marc by Marc Jacobs brings the urban flair of New York City, while established west coast brand St. John’s will also find a new home in the fashion district.

French brands Maje and Sandro will be introducing effortless yet elegant Parisian style to shoppers and will be joined by Azzaro, BCBG, Paule Ka and luxury leather goods connoisseur, Longchamps.

Contemporary German brand Betty Barclay will also be repositioned among its modern women’s wear counterparts. British luxury makes its mark with overstated elegance as the UAE’s first-ever McQ boutique makes a debut, derived from the House of Alexander McQueen.

Adding to the string of UK-bred fashion brands are Karen Millen, Ted Baker, Hackett and luxury bath and beauty store Molton Brown.

Finally, from the Far East, the fashion district will also feature Japanese powerhouse Kenzo unveiling its distinctive collection of ‘East meets West’ collections joined by Malaysian footwear brand Opera; Valencia, showcasing a range of Spanish footwear and accessories, Lori Blu and Fabi, connoisseurs of Italian luxury footwear and Italian accessories brand, Braccialini. Representing the UAE, exquisite designs can be found in Cocoon.