Chalhoub Group recently hosted ‘The Showcase,’ a multi-brand fashion show celebrating local and regional designers. The event, held at the Lebanon Pavilion in Dubai Expo 2020, brought the fashion community together and featured creatives from Jordan, Lebanon, Palestine, Saudi Arabia and the UAE. And while it had the audience’s attention, the regional giant in the luxury beauty, fashion and art de vivre categories took the opportunity of announcing its CSR Ramadan campaign.
“As the region is a fast-evolving fashion ecosystem driven by its young population and its amazing pool of talented designers, Chalhoub Group is committed to accelerate this truly home-grown entrepreneurial culture dedicated to the fashion industry to build tremendous value in the region,” Patrick Chalhoub, Group President, said. “From The Chalhoub Greenhouse to "The Showcase" at Expo, such initiatives allow us to develop a key platform that sheds light on the evolution of fashion in the region to further place it on the global stage. Through the highly talented designers presented at "The Showcase" we will continue to enhance the fashion industry as a whole and further establish the Middle East as a key fashion hub.”
After entering the pavilion, guests were able to get up close and personal with each designer’s collection via a series of videos and displays of iconic ready-to-wear pieces, giving them a sneak peek before the live fashion show. Then, reflecting Chalhoub Group's commitment to instilling a culture of community in its business, its employees took centre stage and walked the runway to showcase the collections from the Arab designers. These included Saudi Kawthar Alhoraish, the creative brain behind Kaf by Kaf, and Palestinian designer Reema Al Banna, Reemami’s Creative Director, Fashion Designer and Founder. Emirati designer Sara Tamimi and Lebanese designer Rebecca Zaatar, the innovative force behind Thym, also made their mark. Another Lebanese, Yasmin Saleh, and Jordanian Zaid Farouki, the Founder and Creative Director of Zaid by Zaid Farouki, completed the impressive line-up. Chalhoub Group’s own brands Tryano and Faces also participated, as did NARS, YSL Beauty and Armani Beauty amongst others.
Additionally, the event saw Chalhoub Group reveal its new CSR retail campaign leading up to Ramadan. “Creating Impact, with Love” is an exclusive, sustainable tote bag designed in collaboration with international artist James Goldcrown. All proceeds from the tote bags will go towards the Dubai Cares programme called “ReWired Global Declaration of Connectivity for Education.”