Arab Fashion Week is back, and freshly reinvented for the pandemic era.
Running from October 21 to 24, this latest round builds on the digital format launched last season, meaning that once again, physical fashion shows are out, replaced with virtual runways that can be streamed live.
The event is supported by Microsoft, with shows broadcast live across Facebook, with the potential to reach two billion viewers.
“The entire world is passing through a transitional period of stepping into the new world’s revolution, which is governed by technology and artificial intelligence. We, at the Arab Fashion Council, are taking the right steps to ensure our fashion community is ready to be part of the big change," said Jacob Abrian, founder and chief executive of the Arab Fashion Council.
The event will be opened by Lebanese singer Maya Diab, who was named Fashion Icon of the Arab World by the Arab Fashion Council. Lebanese media personality Sally Hajjar will be hosting The Hue of Fashion interviews and panel discussions, which will take place across all four days.
Showcasing more than 30 designers from around the globe, the four-day event will also have a day entirely dedicated to the best of Brazilian designers, for the very first time. Named Brazil Noble, the showcase is set to take place on Thursday, October 22, and will feature the likes of Emannuelle Junqueira, known for its bohemian take on occasion dresses, as well as Maison Alexandrine and its glossy tailoring.
Cementing its links to the prestigious Federation de la Haute Couture et de la Mode (FHCM), the body that oversees Paris Fashion Week, there will also be a full day given to French designers, entitled Parisians in Dubai, which promises to bring Iris van Herpen and Jean Paul Gaultier to the UAE.
A showroom will run for the duration of the event at City Walk. Customers can also buy pieces they see at the shows at the Shop the Runway department at Galleries Lafayette, The Dubai Mall.
In another change, Amato, one of Dubai's most famous brands, has switched out its traditional closing spot and instead will open the four-day event with a short film starring Bollywood actress Urvashi Rautela, called Divine Indwelling. Dealing with racism and equality, it promises to be thought-provoking. The event finale will now go to regional name SemSem.
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