On September 5, 2025, during the Dubai Fashion Week Spring/Summer 2026 (DFW), Chinese automotive brand SOUEAST and renowned haute couture designer Michael Cinco announced a groundbreaking partnership. This collaboration marks a pivotal moment in the merging of the automotive and fashion industries, with SOUEAST being the first Chinese car brand to partner exclusively with Dubai Fashion Week, co-founded by the Dubai Design District and the Arab Fashion Council.
Both parties are set to explore extensive collaborations in automotive design, art vehicles, and co-branded products. By combining Michael Cinco’s flair for aesthetic design with SOUEAST’s automotive engineering expertise, they aim to create innovative crossover products that cater to market needs, infusing fashion aesthetics into daily urban mobility.
Alex Tan, Vice President of SOUEAST International, remarked, “Our partnership with Michael Cinco is the beginning of a new journey. SOUEAST will continue its collaboration with DFW, the Arab Fashion Council, and Michael Cinco to explore further opportunities at the intersection of automotive and fashion. Our goal is to blend technology and fashion seamlessly, bringing luxury and innovation to everyday consumers.”
Michael Cinco shared his thoughts, “Fashion and mobility may appear distinct, but they now converge harmoniously. Each garment I design, much like every SOUEAST vehicle, reflects precision, elegance, and vision. Together, we’re redefining sustainable luxury on the runway and the road.”
This partnership is rooted in a shared passion for fashion aesthetics and a high-quality lifestyle. SOUEAST champions its brand motto, “EASE YOUR LIFE,” by integrating intelligent technology into diverse travel experiences, ensuring every user enjoys smart mobility.
Michael Cinco, acclaimed for his luxurious design style, is a favorite among the Arab royals and elites. This partnership brings high-fashion inspiration to automotive design, resulting in avant-garde vehicle concepts that highlight SOUEAST’s commitment to high-quality lifestyle advocacy.
The Middle East remains a key market for SOUEAST, with models like the SOUEAST S06 DM, known for style, sportiness, and technology, gaining popularity among young users in the region.
Through ongoing collaborations with the AFC and Michael Cinco, SOUEAST aims to embed its fashion-forward DNA into Middle Eastern automotive culture, strengthening its global presence.
