Dubai, United Arab Emirates, November 14, 2017:  The 5th edition of Arab Fashion Week (AFW) has taken fashion to the forefront of innovative technology, as smartphone cameras join the ranks of professional photography to capture the show’s most stylish moments. Leading smartphone brand Huawei joins AFW as the official technology partner for the event, where the new HUAWEI Mate 10 Pro smartphone will be used to photograph the shows and activities taking place throughout the event. The new HUAWEI Mate 10 Pro, the ultimate intelligent phone, will be showcased at AFW for the very first time, available for users to test and touch before it is even available across stores in the UAE from 24th November. 

“Fashion is all about innovation, and we are excited to partner with an innovative technology brand such as Huawei. Everyone’s must-have fashion accessory nowadays is their smartphone, and we look forward to bringing the Huawei new technological innovations including the sleek and stylish Mate 10 Pro to this year’s edition of Arab Fashion Week,” said Jacob Abrian, founder and chief executive of Arab Fashion Council.

The HUAWEI Mate 10 Pro will be showcased for the very first time to fashionistas and guests attending Arab Fashion Week before it is even available in stores. Guests will have the opportunity to try out the phone and experience its unique features in the exclusive product display zones, as well as interact with the phone’s exceptional camera and feel the new 3D glass body. Huawei will also be creating a dedicated TV show hosted by presenter Yaman Al Omari, bringing live coverage, updates and behind-the-scenes news from each day of Arab Fashion Week, all of which will be captured on the new Mate 10 Pro.

As the world moves more to digital, smartphone cameras are also starting to replace traditional photography equipment, making it even more important for smartphone cameras to provide exceptional quality and features. This year, all official photos taken at Arab Fashion Week will be shot on the Huawei Mate 10 Pro – the ultimate intelligent phone for every fashion enthusiast, thanks to its exceptional camera features. Equipped with artificial intelligence capabilities, the new Mate 10 Pro features dual camera technology in partnership with Leica, the renowned camera maker. The dual camera captures beautiful, rich and vibrant colours, with a lens that is engineered to deliver true to life picture quality. Evenings events are a breeze with the Mate 10 Pro, which perfects night-time and low-light photography to capture the glamour of the fashion world. Additional AI-powered motion detection and scene recognition allows professional-quality images to ensure no stylish moment is missed.

The Mate 10 Pro is a truly evolved smartphone, with an understanding of the demanding needs of the fashion world. In addition to the exceptional camera quality, the device also offers unprecedented battery life to optimize power usage. Providing the biggest battery on a premium smartphone device, the Mate 10 Pro delivers more than 2 days of normal smartphone usage. New SuperCharge Technology provides 58% of battery life with just 30 minutes of charging.

Price and Availability 
The Huawei Mate 10 Pro will be available for pre-order from 15th to 23rd November and for purchase from 21st  November at the Huawei experience store located on level 2 at The Dubai Mall. Huawei Mate 10 Pro 128 GB will be available in Mocha Brown, Titanium Gray and Midnight Blue colors at a price of AED 2,999