Fashion Trust Arabia 2019 Winners Land On MatchesFashion.com

MatchesFashion.com is proud to launch the SS20 collection of the winning designers of Fashion Trust Arabia (FTA) 2019. The brands include ready-to-wear designers Salim Azzam and Roni Helou, accessories designers Zyne and Sabry Marouf and fine jewelry label, Mukhi Sisters.

The London-based fashion platform's partnership with Fashion Trust Arabia (FTA) is part of the platform’s commitment to championing emerging designers from all over the world. Fashion Trust Arabia is a well-recognized and established prize within the Middle East and North Africa (MENA) region and is an exclusive philanthropic initiative which focuses on scouting, funding and supporting design talent across the region. A panel of leading industry experts handpicked designs from the FTA winners to be showcased on MatchesFashion.com.

The first initiative of its kind in the region, the FTA provides catalyst opportunities in the form of financial awards and strategic world class industry mentorship for MENA region design talent ready for the international market. The 5 winners of the prestigious award received financial support of up to USD $200,000 from Fashion Trust Arabia, a one year mentorship program with the Matches Fashion buying team, and an invite to London and New York to take part in workshops with business leaders in content, communications, branding, sustainability, logistics and e-commerce. The worldclass shopping website will continue to collaborate with FTA for the 2020 Awards as their global retail partner, and will offer the mentorship program to the winning 2020 designers.

The FTA 2019 designer winners are already available to shop on the site and heres what you need to know about each of them:

By Amrita Singh

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Mukhi Sisters

Launching their fine jewelry line in February 2009, three Indian-Lebanese sisters, Maya, Meena, and Zeenat Mukhi, decided to take their passion for fine jewelry to the next level and their label, Mukhi Sisters, was born out of the vivacious influences of their heritage, different cultures and rich traditions. As the third generation fine jewelers in their family, the trio create collections of timeless pieces of wearable bohemian inspired, chic fine jewelry and are best known for their mixing and matching and layering of delicate fine jewels - especially when it comes to rings. Each piece is a conversation starter, experience and holds a distinctive narrative with a unique energy. Shop Mukhi Sisters here.

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Salim Azzam

After completing a Master’s degree in Visual Communication Design at the University of Alberta, Canada, Salim Azzam returned to Beirut to use his design and illustration skills to document spoken traditional stories and local customs from the village. His work centers mainly around the representation of these stories in a different context through hand-embroidered designs and illustrations on shirts and dresses, allowing local craftswomen to tell their own stories with their needles and threads. Shop Salim Azzam here.

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Roni Helou

Lebanese ready to wear designer, Roni Helou is a brand for a proactive generation, engaging in methods of sustainability, local action and equality. He creates modern pieces that strive for originality while building an ecosystem that preserves the brand's values of sustainability, eco-friendliness and ethical practices. Furthermore, the brand strives to be socially-conscious, not only in its production methods, which are entirely local and promote fair practices, but also through collaboration with local artists and artisans. For each collection the brand collaborates with an NGO related to the collection’s theme. Shop Roni Helou here.

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Zyne

Zyne has been spotted on social media and worn by some our favorite fashionistas and the women behind it are Zineb Britel and Laura Pujol. Based in Casablanca, Zyne is a Moroccan footwear label and have a mission is to bring the ancestral Moroccan footwear known as the “babouche” and its traditional craftsmanship into the 21st Century. The 90’s heritage of the brand’s founders anchors the Zyne style in the laid back multi-cultural vibe popular with their generation. Every pair is handcrafted by a cooperative of female artisans in Morocco using natural fabrics such as raffia. Shop Zyne here.

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Sabry Marouf

Sabry Marouf is a creative partnership working in luxury handbags. Based between London and Cairo, Ahmed Sabry and Daki Marouf create modern day artefacts that pay tribute to their heritage; Ancient Egypt combines with modern expression for a new kind of storytelling.

A question Sabry Marouf ask themselves is: “Where will our pieces be in 100 years’ time and what will people make of them?” The notion of timeless, innovative, sustainable pieces distinguishes their philosophy. Combining objet d’art appeal with symbolism that charms the brave attitude of their client the Sabry Marouf woman is the conqueror of her own destiny. She is learned and curious, exploring elements of the enduring classical to express herself with radical elegance. Shop Sabry Marouf here.

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