Virtual Arab Fashion Week to go on air from Oct 21

By Rahul Vaimal, Associate Editor
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Arab Fashion Week
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The virtual Arab Fashion Week featuring over 30 fashion designers from across Asia, Europe and America is being organized from October 21 with the support of Microsoft.

Backed by the tech giant and in collaboration with Facebook, the show includes designer showrooms in collaboration with Joor, the leading digital showroom network, which reaches $1.35 billion in monthly transactions and connects designers to more than 260,000 foreign buyers.

Lebanese pop star Maya Diab prepares to open a virtual Arab fashion festival. And there will be a full day dedicated to Brazilian designers, under the title of Brazil Noble.

Following the success of the previous virtual edition, which was the first and only digital fashion event to take place in the Middle East, the Dubai-based Arab Fashion Council said that Arab Fashion Week is set to continue its full program with spots digitally around the world to enable the collection of designers to be viewed in person.

Jacob Abrian, Founder & CEO, Arab Fashion Council said, “The entire world is passing through a transitional period of stepping into the new world’s revolution which is governed by technology and artificial intelligence; we, at the Arab Fashion Council, are taking the right steps to ensure our fashion community is ready to be part of the big change”.

Arab Fashion Week
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For the first time, Microsoft is presenting Arab Fashion Week, a direction taken by the Arab Fashion Council to enable fashion designers to use the full digital potential of Microsoft services and devices, aimed at maximizing the efficiency of designers and deliverables under the theme of” Dream Bigger, the power to achieve more”.

Ihsan Anabtawi, COO and CMO of Microsoft UAE said, “At a time when all sectors and industries are re-imagining their business models around the globe, the Arab fashion industry is no different, as it is set to drive a significant portion of its business in a challenging year through digital channels. The creative industry at large with its designers, creators, and the entire value chain is looking at new ways to innovate and differentiate”.

“The Microsoft cloud and devices are supporting and empowering fashion designers and everyone in the industry to innovate, create, and collaborate in new ways while helping the industry meet changing customer demand in the digital age”, he added.

The whole event will go live exclusively on the channels of Facebook Incorporation, which will broadcast the Arab Fashion Week to its 2 billion users. The fashion enthusiast will be able to shop directly via Instagram shopping technology and the dedicated shop-the-runway eCommerce of the Arab Fashion Week for their favorite runway looks.

Mohammed Aqra, Chief Strategy Officer, Arab Fashion Council said, “This edition, the Arab Fashion Week touches down another milestone that remarks the Arab Fashion Council’s commitment to keeping advancing and promoting the creative industry on a global level, in a strategic alliance with multinational partners like Microsoft, Facebook, Nikon and Joor the Arab talents gain a robust backbone to ensure their success”.

Arab Fashion Week
Representational Image

It is also announced that Nikon, a Japanese multinational company headquartered in Tokyo, Japan, specializing in optics and imaging products, is the fashion show, imaging partner. The partnership with Nikon allows regional photographers to choose their Nikon cameras and imaging equipment and gain access to fashion shows and backstage filming.

Narendra Menon, Managing Director of Nikon Middle East FZE said, “We at Nikon Middle East and Africa are committed to empowering the region’s vast and exceptionally talented community of creatives, including those in the fashion industry. The UAE has proven to be one of the world’s most exciting epicenters of fashion, reflecting a community that is united in diversity and inclusion of all cultures and perspectives. We commend the Arab Fashion Council for being at the forefront of this movement, and we are absolutely delighted to partner with them this year.”