Arab Fashion Week to take place virtually

For the first time, the Arab Fashion Week will be hosted virtually, maintaining its traditional programme through added value innovation. The Arab Fashion Week endorsed by the Arab Fashion Council is all set to take place from June 24-26, 2020 in Dubai.

This season the public will be able to watch all the shows online and shop the runway collections directly through shop.arabfashionweek.com setting up a new trend in consumer behaviour to wear the collection at least six months before distributing it to retail. In addition, offline consumers will still be able to buy the collection off the shelves at a dedicated pop-up at the 1422 Concept Store in Citywalk, Dubai.

“It is another historical benchmark we have achieved and a clear breakthrough to the future of the fashion industry paving the way to revolutionise the traditional calendar by adapting a new digital experience that best fits the global financial and digital trends. We consider this move as a victorious step to shape the future of the fashion system into a more consumer conscious platform and sustainable culture,” says Jacob Abrian, founder & CEO, Arab Fashion Council.

The designers at this season’s Arab Fashion Week include Amato; AAVVA Fashion; Baravia; FAD; Fashion Farm Foundation representing FromClothingOf & YEUNG CHIN; Joweh; Mada’En; Nueve; Saad Collection; and Sophia Nubes.

Although the shows will be streamlined and available to the public, it will give designers the opportunity to showcase their talent directly to a higher number of industry professionals. In partnership with Le Showroom platform managed by Bureau Des Créateurs, the designers will benefit from the exposure to B2B buyers in a 360 Showroom, which hosts private access to over 2,700 retailers globally.

“Today, regardless of the challenges that COVID-19 has imposed on the global market, we have proven the Arab Fashion Week’s consistency and commitment to continue fostering the growth of the regional talent on an international level in line with our vision to build a creative Arab economy. With the introduction of the digital experience our focus is shifted towards the reputation and business of fashion by enhancing the designers’ exposure, strengthening their business relationship with the retail buyers through digital showrooms and establishing a direct relationship with the end customer through e-commerce,” adds Mohammed Aqra, chief strategy officer, Arab Fashion Council.

In addition to the fashion shows, presentations and panel discussions, the Arab Fashion Week has partnered with the Italian makeup brand, KIKO Milano as its official makeup partner. KIKO Milano will publish ‘The Makeup Trend Book FW20/21’, at the end of the fashion week, to highlight the latest trends of the season.

“We are thrilled to be named the official makeup partner of the Arab Fashion Week, the most important fashion event in the region which highlights our commitments to foster the growth of the regional talent and providing our expertise on the latest trends in the cosmetics industry,” concludes Jonathan Lantoine, general manager, KIKO Milano Middle East.

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