The 11th Edition of the Arab Fashion Week to launch virtually from June 24th to 26th 2020

The 11th Edition of the Arab Fashion Week to launch virtually from June 24th to 26th 2020
Press Release by Arab Fashion Week Media Office

The 11th Edition of the Arab Fashion Week to launch virtually from June 24th to 26th 2020

 

For the first time ever, the entire event will be hosted virtually maintaining its traditional program through added value innovation. The Shows and Beyond the Shows panel discussions will air live on the AFW website: https://arabfashionweek.org/ and will be broadcasted live to hundreds of thousands of audiences in partnership with leading social media platform Tiktok Arabia.

“As the leading short-form video platform, TikTok truly offers something for everyone and we’ve seen a lot of content creators come up with very engaging and creative fashion related content. In line with our mission to inspire creativity and bring joy, the platform has been the go to for fashionistas from around the MENA region to showcase the latest trends across beauty and fashion. With that being said, it is a natural step for us to be working with Arab Fashion Week to broadcast the 11th edition of the event to our community of content creators who have shown a great interest in fashion related content,” said Rami Zeidan, Head of Video and Creative at TikTok MENA.

Whilst this season the public will be able to watch all the shows, they will also be able to shop the runway collection directly through shop.arabfashionweek.com setting up a new trend in the consumer behaviour to wear the collection at least 6 months before distributing it to retail. In addition, offline consumers will still be able to buy the collection off the shelves at a dedicated Pop-up in 1422 Concept Store in Citywalk.

Although the shows will be stream lined and available to the public of consumers and fans, it will give designers (list available below) the opportunity to showcase their talent directly to a higher number of industry professionals. In partnership with Le Showroom platform managed by Bureau Des Créateurs, the designers will benefit from unprecedented exposure to the B2B buyers in a 360 Showroom which hosts a private access to over 2700 retailers globally.

In addition to the fashion shows, presentations and panel discussions; Arab Fashion Week has partnered with the Number 1 Makeup brand in Italy, KIKO Milano as its Official Makeup Partner. KIKO Milano will publish The Makeup Trend Book FW20/21, at the end of the fashion week, to highlight the latest trends of the season.

“Being the number 1 makeup brand from the fashion capital Milan, Italy. We, are thrilled to be named the official makeup partner of the Arab Fashion Week, the most important fashion event in the region which highlight our commitments to foster the growth of the regional talent and providing our expertise on the latest trends in the cosmetics industry.”, says Jonathan Lantoine, General Manager of KIKO Milano Middle East.

Below is a glimpse of some of the designers showcasing:

Amato; Sophia Nubes; Fashion Farm Foundation; FromClothingOf : YEUNG CHIN; AAVVA Fashion; Nueve ; Mada’En; Saad Collection; Baravia; Joweh;  FAD. 

“It is another historical benchmark we have achieved and a clear break through to the future of the fashion industry paving the way to revolutionize the traditional calendar by adapting a new digital experience that best fits the global financial and digital trend. We consider this move as a victorious step to shape the future of the fashion system into a more consumer conscious platform and sustainable culture”, says Jacob Abrian, Founder & CEO of the Arab Fashion Council.

“Today, regardless the challenges that Covid19 has imposed on the global market, we have proven the Arab Fashion Week’s consistency and commitment to continue fostering the growth of the regional talent on an international level in line with our vision to build a creative Arab economy.  With  the  introduction  of  the  digital  experience  our  focus  is  shifted  toward  the

reputation and business of fashion by enhancing the designers’ exposure, strengthening their business relation with the retail buyers through digital showrooms and establishing a direct relation with the end customer through e-commerce”. says Mohammed Aqra, Chief Strategy Officer of the Arab Fashion Council.