The first edition of Fashion Forward will run April 26-29, 2013 in Dubai and will focus both on conventional runway shows and industry-related discussions and meetings. The purpose of the brand new four-day show is to become a real fashion platform for designers in Middle East and to promote the growth of the industry in the region.
Created and organized by leading marketing agency for the Middle East, Brag, Fashion Forward (FFWD) will be a movement featuring two major events during the year. The beginning will be on April 26 at Madinat Jumeirah where around fifteen of the region’s top fashion houses and designers will showcase their collections to media, consumers and buyers. FFWD will also host a number of forums with global industry experts such as Lebanese designer Rabih Kayrouz, Steven Kolb, the CEO of Council of Fashion Designers of America (CFDA), Barbara LaMonica, Fashion Institute of Technology Mentor and Founding Partner at LaMonica-Baas Group. Another great name attending the discussions will be David Dessureault, Division Manager and Senior Buyer at Saks Fifth Avenue ME, who has also been the Senior Buyer for Saks Fifth Avenue Middle East and Dolce & Gabbana boutiques for the past 7 years.
FFWD will host a collection by Ayesha Depala and her signature line under which she will present ready-to-wear, couture, and bridal. Voted Designer of the Year by Grazia for 2011 and 2012, Essa Bhagoorwala will show his unique integration of ghutra in futuristic seams, and vintage fabrics and trims. Other Middle Eastern established and emerging fashion designers at the event will be Furne One, Michael Cinco, Tahir Sultan, Dima Ayad, Kage, Starch Foundation Designers, and Ezra. Well-acclaimed Lebanese designers Zayan Ghandour, Dina Jsr, and Ronald Abdala are also going to showcase their pret-a-porter and evening wear collections.
Apart from being a platform for emerging new designers and finding and promoting talents, FFWD will aim to drive the entire fashion industry in the region, gathering top global and regional experts, buyers, and consumers. According to Bong Guerrero, CEO and creative director of Fashion Forward, there is a lot of potential, and during the first season of the event buyers will have the opportunity to see and explore this potential of industry. So far, 35 buyers have confirmed, and hopefully for FFWD, there will be more.