Fashion Forward Dubai (FFWD), the region’s progressive fashion platform, endorsed by Dubai Design and Fashion Council (DDFC) and with Dubai Design District (d3) as Strategic Partner, today announces its full programme for the upcoming edition, taking place from March 23rd – 25th, 2017 at Hai d3.

FFWD will shine the spotlight upon the region’s well-known couture, ready-to-wear and accessory designers who are confidently carving a space for their labels in the international fashion landscape after several successful showings at FFWD. As well as seasoned FFWD designers, and following through on its commitment to introduce new talent to the fashion community, FFWD are debuting thirteen designers this March.

Following the ‘See Now Buy Now’ format, adopted by international brands whereby designers have removed the six-month lead time and instead synchronized catwalk shows with store deliveries, Emperor presented by Reebok will present current collections available to buy immediately.

Bong Guerrero, CEO and co-founder of FFWD said, “FFWD has become a key event in the region’s fashion calendar and with the support of our strategic partners, DDFC and d3, the event has gained momentum and serves as a platform for international visibility and commercial success. Each season we discover impressive new talent which we are thrilled to welcome to the schedule in March. We encourage the fashion community to explore the new talent and as always enjoy the stunning presentations we can expect to see from FFWD’s seasoned designers. With the continued support of DDFC and d3, international and regional media and our fashion peers, we look forward to seeing the designers flourish as we celebrate creativity from all over the Arab world and beyond.”

Jazia Al Dhanhani, CEO, Dubai Design & Fashion Council said, “We are delighted to once again endorse Fashion Forward and lend our support to Season Nine. Not only has Fashion Forward firmly established itself as a landmark event in Dubai – it has also made a significant contribution to the industry by creating opportunities for local and regional designers. This is closely aligned with DDFC’s objectives of developing the sector sustainably and empowering homegrown talent. We are looking forward to another inspiring edition and wish all the participating designers the best of luck.”

Mohammad Saeed Al Shehhi, COO at Dubai Design District (d3) said, “d3 are delighted to be once again supporting Fashion Forward, which reflects our mission of cultivating creativity by supporting local and regional talent and connecting them with key industry decision makers. We look forward to being part of this event once again, and continuing to grow the regions design and fashion industry.”

The Designers:

ABED MAHFOUZ – presented by LUX – will grace Fashion Forward this season with a highly-anticipated runway presentation. Born in 1956, designer Abed Mahfouz was raised in the arms of a modest family in Lebanon. Known for his intricate and refined gowns for the graceful woman, Mahfouz was one of the first Lebanese designers to join Alta Roma. Mahfouz added a new addition to his brand – a luxurious evening ready-to-wear line designed to entice women with a new taste for the brand.

ANAYA is a contemporary women’s wear designer label launched in Dubai in 2011. Since then, it has been picked up by leading magazines in the UAE and its fashion forward pieces have been chosen by celebrities. The designer, Chathuri Samaraweera’s work reflects a contemporary, feminine handwriting with unique cuts and fabric manipulations.

AMATO BY FURNE ONE – Known for his natural ability to craft extravagant and artistic designs, Dubai-based Furne One has rapidly worked his way up the fashion ladder, and is celebrated both regionally and internationally for his impressive couture creations. From ethereal bridal wear to playful prêt-a-porter, Amato collections are all about celebrating the real woman.

ARWA AL BANAWI – Like her eponymous label, Saudi-born designer Arwa Al Banawi is an eclectic mix of contrasts. Designed for the subtle woman, her aesthetic is both classically cool and undoubtedly feminine – earning her recognition from Vogue.com and a finalist position at Jeddah Vogue Fashion Experience.

ASYA KRASNAYA is a Dubai-based fashion brand showcasing its Jewelry line this season at The Showcase. The brand was founded by two Russian born sisters living in Dubai and creating out of Dubai Design District (d3). The brand is inspired by their childhood days in Russia with a twist of a powerful, modern-day woman, who is working around the clock.

BEDOUIN – Designed and developed by Central Saint Martins’ graduate Andraya Farrag, BEDOUIN is a contemporary womenswear label that aspires to create flattering, easy-to-wear collections with a confident, spontaneous style. Sleek designs with a combination of relaxed silhouettes and feminine materials; simplicity is key in every collection.

BY SADEEM – A prêt-a-couture fashion brand by Saudi designer Sadeem Alshehail centered on creating collectible high-end pieces for a woman who is confident, elegant and sophisticated. An advocate of sustainable design, Sadeem embraces ethical practices, collaborating with companies that share the same principles. Sadeem’s fabrics are non-toxic and are sourced from companies that employ sustainable practices.

CHEYMA – Born in the capital of fashion Paris, Cheyma graduated from the Institute of Political Sciences of Paris with a Masters in Fashion & Luxury Marketing. She worked for some of the most prestigious fashion brands in Paris including Christian Dior Couture, Chloé, and Saint Laurent Paris, with digital experience at Lacoste, from which she got her sportswear touch. Cheyma describes her aesthetic as whimsical and ethereal.

EMPEROR – in collaboration with Reebok – will return to Fashion Forward with its ‘See Now Buy Now’ collection. An international award winning menswear brand known for its cut, quality and accessibility, the collections are defined by the Golkar brother’s signature design and attention to detail with strong emphasis on luxury and an eclectic use of materials.

GHAIN GHADA specializes in Dara’a, evening wear, casual wear and Grade A Python skin bags. The brand is featured in prestigious stores like Harvey Nichols, Revolution Boutique, Al-Othman Boutique, and in Dubai: Das and Sauce.  Ghain Ghada went from launching a yearly collection to three collections a year: S/S, F/W, and Ramadan.

GHUDFAH is a luxurious abaya and ready-to- wear line that caters to the elegant women designed by Sarah Albaz who was born and raised in Riyadh. The line is known for its intricacy of details, selection of luxurious fabrics, and its high-end finishing.

HESSA FALASI – An Emirati brand, established in 2011 in Dubai is inspired by the Arabic culture. Traditional abayas are given a modern twist with a variety of high quality fabrics and a kaleidoscope of colours. Each garment is the result of a long and rigorous artisanal savoir-faire that creates the ultimate experience in Middle-Eastern chic.

HUSSEIN BAZAZA – Lebanese designer Hussein Bazaza first showed at FFWD Season One as part of The Starch Foundation, and in April 2015 he showed his first solo collection at Season Five. The brand is based on a merge of classic and modern fashion; feminine but edgy. Bazaza’s ready-to-wear line is a combination of wearable pieces and couture details with lace collage and, geometric cuts, story-telling prints and intricate details.

KRISTINA FIDELSKAYA is a Dubai-based label by designer Kristina Fidelskaya who mixes vintage styles with her current cultural fascinations. The eponymous label effortlessly creates elegant and timeless clothes that speak to every woman. As an entrepreneur, a mother and a trendsetter, her collections symbolize the power and independence of the modern woman while maintaining the traditionally refined femininity and class.

LAMA JOUNI – Launched in 2013, the Paris-based Lebanese designer produces high-end ready-to-wear with its own unique style and bold designs. Her pieces have discernible and inspiring cultural referents, in outlines or details, and are made to be worn by independent and passionate women. Lama Jouni was recently selected to showcase on the catwalk at Fashion Scout during London Fashion Week A/W 17 as part of an EPIC initiative in partnership with FAD Institute of Luxury Fashion & Style Dubai & Fashion Scout.

MICHAEL CINCO – Having wowed in Seasons One, Four and Six with his beautiful couture creations, Cinco returns for FFWD Season Nine. The Dubai-based designer is best known for his fabulous gowns, demonstrating innate creativity and masterful technique and has amassed an army of international celebrity clientele.

NAFSIKA SKOURTI – presented by EPIC – Half Greek, half Jordanian and creator of the contemporary brand Nafsika embraces new ideas and modern clothes. The collections are built around an eclectic use of custom developed fabrics, a focus on tailoring, and subverting familiar pieces with subtle design features.

ROYALED by RH – Crafted for the modern-day women Royaled is a prêt-a-couture brand offering collections that can be worn all year round; seasonless and timeliness. Royaled is founded by Renad Hefni, a young Saudi visionary committed to empowering women through their senses of individuality bringing the brand essence “crown your confidence” to life.

STARCH FOUNDATION – Under the mentorship of Rabih Kayrouz, the Starch Foundation has presented their chosen designers at each edition of FFWD to great acclaim. The designers this season are: Rony El Helou – from South of Lebanon has had a passion for fashion design since childhood, making clothes out of household items such as plastic bags. Diana Wassef, Fashion Creator of Emily Cremona, with her sustainable design, and using natural dyeing techniques and fibers, and Nour Najem will present her eponymous label.

TAIR – t a i r was created in 2013 in Dubai by Aliya Tair who finds an ultimate inspiration in far eastern aesthetics and a uniqueness of modern time. The brand explores the relationship between the masculine and the feminine and has led the designer to experiment with classic menswear textiles.

VAROIN MARWAH – Dubai-based fashion designer of Indian origin will present his signature style of imperial inspired menswear for the second time this season. Marwah draws upon his Indian roots to create clean lines, contemporary silhouettes and attention to detail.

Talent Collaborations

6Degree is one of India’s first fashion talent and tech companies that provides opportunities for fashion professionals to showcase their talent by unifying individuals related to the fashion domain. 6Degree has exclusively partnered with FFWD to present three selected Indian designers to showcase their signature collections during Season 9. This is 6Degree’s first foray into the Middle East market.

Following the success of last season’s collaboration with Baume & Mercier, FFWD designers and the region’s top fashion stylists, the watchmaker brand is supporting the event this season as official time keeper and will work on a second creative project with digital influencers Zeynab of Fashion Pirate, Dana from Dee4Dana and Lama al Akeel.

The Showcase

In addition to the designers showing apparel, FFWD presents The Showcase – a carefully curated space for a selection of the best regional jewellery and accessory designers. Showing this season are; Alessa Jewelry, Belquis, BIJA Jewels, Joudesign, Jude Benhalim, LYA LYA, Madiso, Rosa Maria Jewellery, Rula Galayini, Sam Jewels, Vanina and Vinita Michael.

The Showroom

Designers are invited to showcase their collections at the onsite Showroom throughout the three-day event. Regional and international buyers will have the opportunity to interact with designers and view collections first hand. Members of the media are also invited to book appointments at the Showroom.

d3 Fashion Talks

Trade Show or Showroom: What’s best for your brand

Catching the eye of international buyers is one of the biggest challenges for emerging designers. What is the best platform to get their attention? Etienne Cochet, CEO, Who’s Next and Premiere Classe, one of the world’s most prestigious trade shows, will discuss what trade shows can offer designers. We will also debate the value of showrooms as the market evolves. What are buyers more interested in? What is the best fit for designers from the region?

The Art of Digital Storytelling in Fashion

This panel will explore how to create compelling content that will help market a fashion brand. What are the best ways to utilize technology, social media and content sharing platforms to grow their businesses? Daniel Coutinho, CEO, Nowness (LVMH), an expert in digital storytelling, will share his perspective on how investing in the right visuals and video content can help fashion brands find innovative ways to reach new audiences at a time when increasingly consumers tune out traditional online marketing channels.

Creating a Brand That Lasts: The Azza Fahmy Story 

Azza Fahmy and her daughter, Fatma Ghaly share their story of how they took a small brand that celebrated Arabic design and grew it into a business with a factory that employs over 200 people and is known as one of the leading brands from the Middle East. In a candid discussion, she will share how she overcame challenges as a young design entrepreneur and how her daughter has worked with her to grow the business.

See Now, Buy Now: Does it work? (DDFC Talk)

Some of the biggest names in Fashion have jumped on board the See Now, Buy Now movement. Consumers who want instant gratification love it, but can this model work for our region? We have industry experts weighing from both the retailer perspective as well as creative.

E-commerce: Opportunity or Competition? 

How will regional designers fare as online retailers establish a stronger foothold in the region? We will explore how smaller designers can benefit from these platforms.

Getting Smart on Fashion

How do you kick start your fashion career? What can a fashion education do for you? What options are available to fashion entrepreneurs for continuing education? As the fashion education sector flourishes with new options, Fashion Forward invites the leaders of some of the top fashion institutions from across the region and Europe to share their thoughts on some of the most important lessons learned in fashion school.

About Fashion Forward Dubai (FFWD)

Fashion Forward Dubai (FFWD) is the definitive fashion platform for Dubai and the Middle East — which provides a platform and a progressive direction for fashion.  Key components of FFWD include: catwalk shows and presentations by the best couture, ready-to-wear designers of Middle Eastern origin, or region based; The Showcase, a curated space dedicated to accessories designers; the d3 Fashion Talks, to foster industry discussion; and a place to connect buyers and industry professionals directly with the designers.

www.fashionforward.ae

ABOUT DUBAI DESIGN DISTRICT

Dubai Design District, better known as d3, is a home for the region’s growing community of creative thinkers. It plays a key element in Dubai’s vision to transform into an innovation-led economy, and it aims to engage, inspire and enable emerging talent, as well as providing a platform to showcase Arab creativity to a larger, global audience.

As a dedicated creative destination, d3 answers a growing need for the regional design industry, ensuring that this important sector is able to develop and thrive. It provides businesses, entrepreneurs and creatives from across the design value chain with an ideally located, purpose built and sustainable ecosystem, which leverages technology to integrate ‘smart’ solutions throughout the development.

d3 is the newest of TECOM Group’s communities, with 11 buildings making up the core of the site already delivered and being handed over to tenants. To support its many creative partners, d3 offers individuals and businesses the choice of operating either as a free zone entity or as an on-shore business, each with its own merits.

By 2018, d3 will feature a one million square foot Creative Community, which will act as the site’s cultural epicentre, inspiring emerging designers and artists, and attracting tourists to the area. By 2019, d3 will also boast a bustling Waterfront, a 1.8km esplanade running alongside the Dubai Creek, with international and design-led hotels, boutique retail concept stores and an outdoor events space, as well as a host of hospitality and leisure facilities.

All of these various elements have been carefully designed to ensure that the creative thinkers using and visiting d3 every day have an energised and culture rich environment where they can coexist.

ABOUT THE DUBAI DESIGN AND FASHION COUNCIL

In 2013, His Highness Sheikh Mohammed Bin Rashid Al Maktoum issued Decree No (23) determining the formation of the Dubai Design and Fashion Council (DDFC), a member of the Dubai Creative Clusters Authority (DCCA). Established in 2014, DDFC’s mandate is to raise the profile of Dubai as a regional and global destination for design and fashion, ensure the contribution of the creative industries to the sustainable development of the Emirate, stimulate trade and tourism, develop local talent, and attract companies operating in the fields of design and fashion to Dubai.

DDFC’s board, chaired by Dr. Amina Al Rustamani, consists of 14 board members representing a mix of key stakeholder groups, including government, academic, and private sector experts. The board members are Ali Jaber; Dean of Communication, American University of Dubai; Ashok Sawlani; Managing Committee, Dubai Textile City; Azza Fahmy; Chairwoman & Chief Designer, Azza Fahmy Jewellery; Farida Al Awadi; President APID, Managing Director, Cinmar Design; Ghassan Harfouche; Group CEO, MCN; Khalid Al Tayer; CEO Retail, Al Tayer Group; Mohammad Al Shael; CEO Business Development, Department of Economic Development; Nisha Jagtiani; Director, Landmark Group; Patrick Chalhoub; CEO, Chalhoub Group; Mr. Christopher Newman, COO Emaar Hospitality Group; Raja Trad; CEO, Leo Burnett and Publicis Group of Companies MENA; Reem Acra; CEO, Reem Acra; Saeed al Falasi, CEO Dubai Festivals & Retail Establishment; Shireen El Khatib; SVP Brand Development and Special Projects, CEO Office, Majid Al Futtaim Ventures.

 DDFC oversees, supports, promotes and drives initiatives related to 5 key design segments – Fashion Design, Product Design, Architecture, Interior Design, and Graphic Design.