Fashion Forward Dubai October Edition Returns with a Surprise

The event that supports homegrown talent will feature the new ‘shop the show’ option.

Fashion Forward Dubai (FFWD), one of the UAE’s most anticipated events, is returning to Dubai Design District (d3), giving fashion lovers four jam-packed days of fashion-related events to delight in. What’s more, the event that has been an important platform for emerging and established designers from the region has some innovative new features.

Taking place from 30 October – 2 November, the definitive fashion platform for Dubai and the Middle East will introduce 21 regional and international fashion presentations, including 12 from designers showing at FFWD for the first time. These include Jessika K, HassIdriss, Nadya Dzyak and Farah Wali, while some of the nine brands returning to the FFWD roster include Arwa Al Banawi, Michael Cinco, Mrs Keep and Atelier Zuhra. Plus, guests can discover some of the region’s rising labels like Maria Khan, Ma Cherie Accessories and Moucharabieh Bijoux in The Garden, a showroom for 20 designers, whether jewellery, handbag, ready-to-wear or interiors.

However, as well as the catwalk shows and presentations by the best couture and ready-to-wear designers that give fashion enthusiasts an opportunity to discover the latest collections from  the region’s top talent, the organisers at FFWD have introduced a new, more consumer-focused model that is in line with the change sweeping the industry globally. In response to growing demand for social commerce by shoppers and the need for designers to connect directly with their customers, visitors will have the new ‘shop the show’ opportunity, which will enable them to purchase catwalk looks during and after each of the shows via pop-up shops and a digital platform.

 “After years of developing this platform, we always have our ears to the ground to understand what both the design community and fashion lovers want and need. This edition of Fashion Forward Dubai reflects the evolving realities of fashion and retail,” Bong Guerrero, CEO and Co-Founder of Fashion Forward Dubai, said. “We will take a more 360-degree approach that touches the many facets of the fashion world, from the most luxurious haute couture fashion houses for which Dubai is so well known to the hottest emerging brands from our region, and even high street innovators. We are proud to be part of creating a compelling and sustainable fashion ecosystem for the region through innovation, technology and collaboration.”

Another key aspect of the event will be the d3 Fashion Talks, which bring together leaders from across the global fashion and beauty business to discuss issues and ideas that push the industry forward. This season the well-known personalities include Laudomia Pucci, Deputy Chairman, Image Director and daughter of Pucci Founder Emilio Pucci, who will be discussing heritage and innovation. Talks will also cover important trending issues like sustainability, with sustainability champion Shahd Al Shehail, and beauty, with beauty icon and entrepreneur Joelle Mardinian. Additionally, there will be a masterclass on digital storytelling as well as Grazia Academy short courses on careers in fashion.

As usual, the event that is expected to attract thousands of visitors to d3 will give guests the chance to mingle during social gatherings and enjoy some world-class entertainment. Programming at FFWD will also be highlighted by strong and relevant brand collaborations, most notably with free fashion design school Creative Space Beirut, the regionally renowned showroom Maison Pyramide, and one of the most recognised and highly regarded fashion support platforms in the world, Mercedes-Benz.

 “Mercedes-Benz has a long heritage in supporting fashion events and iconic movements, around the world. Our support at this year’s Fashion Forward Dubai, is no exception. As the leading fashion platform in the Middle East, we are excited to be the sole automotive sponsor and bring to life our ‘How To’ campaign, in the region. We look forward to welcoming visitors to our architecturally impressive installation, to learn more about our mobility offering,” said Ali Kherallah, Marketing Communications Manager, Mercedes-Benz. 

The event is expected to attract thousands of visitors to d3. “Fashion Forward Dubai continues to be a key platform for showcasing Dubai’s position on both the regional and global fashion, retail, and event landscape. As a highly anticipated occasion on Dubai’s event calendar, the show will explore new industry trends, uncover emerging talent and showcase the latest collections from some of our most celebrated designers,” said Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment.

Share Article

Write a comment