Middle East Fashion Week’s (MEFW) inaugural edition has been hailed a resounding success by the global fashion community. The fashion extravaganza, which was held from March 26-30, attracted a stellar line-up of established and remarkable emerging talent, whether homegrown or international. The five-day event organised by the Middle East Fashion Council (MEFC) was held across different locations, with the three days of fashion shows and showrooms held at The Agenda in Dubai Media City, the coolest new venue in Dubai.
"We are so grateful to our all our designers and partners who have supported us to deliver on our mission to unite fashion and drive meaningful change right here in Dubai, the heart of the Middle East fashion world," Simon J Lo Gatto, Founder and CEO of MEFW, said. “The pandemic has made it increasingly hard for many upcoming designers to take their craft to the world, so with MEFW, we are bringing the world to them.
A chic gala dinner and awards ceremony co-hosted with the Better World Fund, a philanthropic organisation based in Paris, kicked off the event, which is set to be bi-annual. An extravagant line-up of fashion events ensued, with legendary, globally admired Professor Jimmy Choo OBE being one of the designers who attended in-person. He stunned the audience with an exquisite couture and bridal line called “The Atelier Couture.” The line, meticulously hand-crafted by artisans, was specially designed with the region’s discerning clientele in mind.
Also opening the three days of glittering fashion was MEFC sponsored, Dubai-based Atelier Zuhra. The strikingly modern collection was designed to reflect Rayan Al Sulaimani’s savoir faire, while bridging east and west. Al Sulaimani, who took over the house founded by her mother, has gained regional and international recognition. She is among the top 40 "Women Behind Middle Eastern Brands" listed by “Forbes Middle East.”
Additionally, audiences witnessed pure Milanese elegance from Barbara Rizzi, who offered a platform for acclaimed signer Princess Bee during her show. Bridal specialist Amelia Casablanca, a 60-year-old heritage Sicilian brand and one of the world’s fastest-growing bridal couture labels, and Millia London were also among the key talent bringing the MEFW catwalks to life with shows choreographed to perfection.
Other highlights included Paris-based fashion guru Jean Luc Amsler showcasing his brand’s high level of fine knitwear, while giving it the right dose of pop with accessories by Seah Designs. And Irena Soprano, who is behind Sol by Irena Soprano, elevated the week with her sensual and empowering evening line, which is fit for any red carpet occasion. The enterprising Russian is designer to stars like Lady Gaga, Beyonce and Paris Hilton.
MEFW concluded with a grand finale from another fashion house sponsored by the MEFC, QUOD. Born in New York and based in New Delhi, QUOD combines sustainability with design thinking, a core element of MEFC's philosophy, and speaks a global language that bridges east and west seamlessly.
The Showrooms were a hive of activity where buyers and media had the opportunity to meet the designers and view the collections up close. The Dubai-based Si Fashion Showroom brought together cutting-edge brands from around the GCC for a heart-pumping show while highlighting regional talent. In addition, the city’s fashion institute, FAD, with branches around the Middle East and India, showed off its talented graduates’ collections during a vibrant show of east meets west. There was a diverse array of talent from the institute that collaborated with Vogue Talents to unveil a project that supports new generations of designers.
Beauty was also in the spotlight, with make-up and hair curated down to the last detail to bring freshness, modernity and edge to the catwalk. The looks created by Make-up Academy AOFM, which is helmed by Jana Ririnui, are in line with the MEFC objectives of supporting all skills and regional talent in the fashion industry. Plus, in another first, MEFW's official perfumer, Firmenich Fine Fragrances, created an exquisite in-house scent as part of the week’s experiential and innovative concept.
The Middle East Sustainable Fashion Forum
The MEFC co-hosted the first Middle East Sustainable Fashion Forum (MESFF) with The Sustainable City, the council’s key partners, bringing together thought leaders and change-makers as they discussed central issues around fashion.
Designed and led by Payal Kshatriya Cerri, CSO and Fashion Director of the MEFW and Co-founder of the MEFC, and Sarayu Consulting, key issues such as water wastage, fast fashion and pollution were raised. The forum started with a keynote on climate change and fashion by the expert Karim El Jisr, Chief Sustainability Officer at The Sustainable City. His scientific approach highlighted not only the concerns, but commonalities in solutions for the construction and fashion industries. A “Partnerships for Sustainable Fashion” talk was also moderated by Ahmed Hezzah, Director of Digital Customer at Deloitte Middle East. Speakers included Stefano Galassi, Senior Advisor at Luxury Open Innovation, Ben McLean, Head of E-Commerce at DHL UAE, and Cerri. Additionally, Joerg Meiser, Deloitte's Director of Consumer & Retail, moderated a panel on “Responsible Consumption” with panellists Layal Akouri, CEO of The Giving Movement, and Amanda Rushforth, board director of Azraq.
