The launch of the Jaguar Style Stakes took place at the Meydan Racecourse recently in Dubai, UAE. In preparation for the event, we will be introducing you to the two of the judges, judging the event alongside members of the Jaguar Middle East team. The first person is Simon Lock, Creative Direction for Dubai Fashion Week and CEO The Lock Group.

Simon started his career in fashion in 1986, working with several Australia-based international public relations agencies on a number of fashion-related clients, including Saatchi & Saatchi PR, where he was Managing Director.

In 1989, Simon established The Lock Group where he holds the position of Chairman and CEO and its international headquarters are based in Hong Kong.

The Lock Group established Spin Communications in 1991, which operated for 17 years, specialising in marketing communications programs for Asia Pacific based designers and brands.

In 1992, The Lock Group launched Australian Fashion Innovators to create Mercedes Australian Fashion Week. The inaugural event was held in 1996 and the event became the first international fashion week in the southern hemisphere to join the circuit, alongside Paris, Milan, New York and London. Simon was the Founder and worked as Managing Director for the event for 15 years. In recognition of his contribution to the industry, the Australian Government awarded Simon the Australian Fashion Laureate in 2010 - Simon is the only non-designer recipient of this most prestigious award.

In 2005, Simon sold AFI to IMG Fashion, the global owner of many fashion weeks, and assumed the role of Senior Vice President and Managing Director of IMG Fashion & Models, Asia Pacific. Through IMG, Simon was also involved in other fashion weeks owned by the company, including New York Fashion Week, Miami Fashion Week and Fashion Fringe in London.

In 2010, Simon launched a new group company - International Fashion Innovators. IFI provides global consulting services in fashion marketing to fashion designers, retailers, brands and fashion events. One of IFI’s first major clients is Dubai Fashion Week where Simon has been appointed as Creative Director.