Contrary to common beliefs, Arab women are very adventurous with their clothing and take fashion very seriously. According to a report by Bain & Company, of the  "$7.6 billion (Dh27.91 billion) spent in the Middle East on fashion in 2012, just under a third was spent in Dubai alone." Dubai is now looking to become the new fashion capital of the world, but in order to do this they will have to offer something authentic by attracting designers outside of the UAE.