EMC Supports ‘The Rage’ Fashion Festival for Talented Emirati Designers

Emirates Motor Company – Passenger Cars (EMC-PC), authorized Mercedes-Benz distributor and the flagship company of ALFAHIM, has been named as the official automotive sponsor for the popular fashion, food and entertainment event, ‘The Rage’.

The highlight of the winter season in the capital, ‘The Rage’ is the perfect showcase for talented Emirati fashion, jewellery and accessories designers from across the capital, the UAE and GCC. This year, the event will feature a stunning oriental theme with EMC-PC providing the roadster Mercedes-AMG GTR and the Mercedes-Benz V-Class 7-seater family vehicle for visitors to view.

Taking place from February 27thto March 2nd, ‘The Rage’ attracts thousands of visitors to its unique outdoor setting at Zayed Sports City with stalls showing the latest styles from the creative minds of tomorrow’s fashion stars and a wide range of the capital’s favourite food trucks and live entertainers.

EMC-PC’s sponsorship of ‘The Rage’ is in line with ALFAHIM’s corporate social responsibility strategy reflecting the company’s ongoing commitment to supporting young local entrepreneurs create a successful business, while contributing to the future development of the UAE.

Additionally, as an Emirati-owned family-run company, ALFAHIM’s continued backing of innovative local talent is perfectly aligned to the four key values of the nationwide ‘Year of Zayed’ initiative – wisdom, respect, sustainability and human development.

Ramez Youssef, Group Head of Marketing & Communications at ALFAHIM, said: “EMC-PC’s partnership with ‘The Rage’ is a reflection of our commitment to the continued development and progress of young Emirati businessmen and women.

“By giving talented young designers a platform to showcase their talent for creative design and business, ‘The Rage’ and EMC-PC are helping to lay the foundations for the next generation of entrepreneurs.

“We are thrilled to be able to help in the development of such an important event on Abu Dhabi’s winter social calendar and support the key values of the ‘Year of Zayed’ initiative.”

Targeting individuals and families from the UAE’s Emirati and expatriate communities, ‘The Rage’ was officially launched in February 2017 and attracted more than 5,000 visitors and 65 exhibitors.