Numerous celebrity types have come to Dubai to flog their fashion ranges.
From Paris Hilton to Lily Allen, it seems if you've got some threads to sell, at some point you'll be needing a cheeky trip to the UAE, followed by the obligatory press event, smile-for-the-cameras opportunity and - perhaps - a photo shoot by the Burj.
This time, it's Bollywood favourite Salman Khan who is heading to the city on Thursday to launch his Being Human line at the retailers Splash and Iconic.
Featuring watches and T-shirts, the Being Human line was set up to support Khan's Being Human Foundation, which aims to help the underprivileged through investments in education and healthcare in Mumbai.
Launches in India have seen rather impressive line-ups of Bollywood A-listers in attendance, underlining what must be a rather impressive address book on Khan's phone. While all Splash stores will feature the collection, those getting a special Khan visit haven't yet been revealed.
If you see a flurry of excitement around one this Thursday, you may well have stumbled across him.
Khan is coming to Dubai shortly after his trip to Singapore last weekend, where he missed out on the best actor gong at the annual International Indian Film Academy Awards for his role in Bodyguard, last year's highest grossing Bollywood film. He joined Shah Rukh Khan in losing out to Ranbir Kapoor for Rockstar.
Hopefully, Khan's Being Human line in the UAE won't go the same way as the Shah Rukh Khan Boulevard, the multimillion-dollar residential development in Ras Al Khaimah. After a big announcement in 2008, news on the project has quietened down since.