Will Virtual Fashion Weeks Work? Arab Fashion Week Shows How Its Done

s regions are slowly coming out of lockdown, the new normal of being social and getting things done has been replaced by all things digital. This was evident at the recent 11th edition of Arab Fashion Week, which premiered virtually from Dubai, replacing the usual in-person event at Dubai’s City Walk. Set over the course of three days, 10 shows and 11 designers from across the Middle East, Asia and Italy showcased the best talent between the three continents.

To keep virtual viewers engaged, organizers added “Beyond the Shows” panel discussions that aired live online, Instagram, and TikTok Arabia. Regional designers that participated included: Amato, a UAE brand; Aavva, a Dubai-based brand helmed by a Lebanese-Brazilian duo who bring strong architectural insight into their designs with a drive for sustainability; and Mada’En, started by a Jordanian-British couturier who evokes radical femininity into her collections.

“The fashion economy might have been underestimated but the GCC spending alone on luxury fashion has exceeded $50 billion, a number which should motivate Arab governments to invest more in this creative industry,” said the Arab Fashion Council’s Founder and CEO, Jacob Abrian, in a press release.


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