GCC’s biggest fashion event sets a high benchmark
The event started on Oct. 30, and ended on Nov.1. It was a result of a strategic partnership between Emaar Properties and Vogue Italia.
VFDE launched its first edition last year with three main objectives: Positioning Dubai as a global fashion destination, identifying emerging fashion talents and serving as a platform to nurture the upcoming generation of fashion designers and setting a benchmark to encourage future talents and support charitable initiatives.
The three-day event started with a fashion show of eight international talented designers featuring their Spring/Summer 2015 at the heart of The Dubai Mall Fashion Catwalk. The designers were selected by Vogue Italia as part of VFDE’s focus on mentoring the new generation. A panel of international fashion players attended the show giving the designers the opportunity to be seen and potentially break into new markets.
“Every country has a different kind of approach to fashion. It’s very important for every designer to reflect his own culture. They should also bear in mind that the clothes they design should be wearable outside their country. However, I found that this year many local designers only focused on their regional market instead of thinking bigger and designing for an international market,” said Franca Sozzani, Editor-in-Chief of Vogue Italia.
The featured brands included Asudari Studio by Lamia Asudari from Saudi Arabia, Christopher Esber from Australia, J. JS Lee by Jackie JS Lee from South Korea, Madiya Al-Sharqi from the UAE, Miuniku by Tina Sutradhar and Nikita Sutradhar from India, N°3 Design by Bushra Badri and Amira Al-Khaja from the UAE, Stella Jean from Italy and Piccione Piccione by Salvatore Piccione from Italy.
Saudi designer Asudari’s brand explores new concepts, releasing itself from the past, playing and liberating itself through digitally printed geometric designs, which is the brand’s key signature style. “VFDE has offered me the best experience in my life. Just seeing how the team works together is a lesson for me to learn from; I feel like I have accomplished a new degree,” she said. “I am very grateful to be a part of this big fashion program that has helped expose my brand to people and potential buyers,” she added.
The second day showcased 20 upcoming international talents at a fashion exhibition at the Armani Hotel. The 20 talents were selected through a global talent scouting competition that was launched in January 2014 and was organized by The Dubai Mall and Vogue Italia, in coordination with BySymphony.com.
The designers who were selected from hundreds of applicants presented women’s accessories Spring/Summer 2015 collections. It was easy to see why they were selected. Originality, innovative concepts, brand personality and other such elements were present in their collections.
The designers included: Anabela Chan from the UK, Astrid Sarkissian from France, Augustin Teboul by Odély Teboul and Annelie Augustin from France and Germany, Faiza Bouguessa from France/Algeria, Charline De Luca by Carlotta De Luca from Italy, Coliac by Martina Grasselli from Italy, Dora Abodi from Hungary, Endemage by Lubna and Nadia Al-Zakwani from Oman, Eun-Jung Lee from South Korea, Heaven Tanudiredja from Indonesia, Hema Kaul from India, Hooked | HKD by Farah Nasri from Lebanon, i’Alave by Eva Lai from the US, Marius Janusauskas from Belgium, Mies Nobis by Millicent Nobis from Australia, Omelya by Kostya Omelya from Ukraine, Reem Al-Kanhal from Saudi Arabia, Sarah Angold Studio by Sarah Angold from the UK, Shamsa Alabbar from the UAE and Steven Tai from Canada.
“The experience was great because we got to meet many international fashion designers and editors; we got to learn a lot from their experiences. After this event, I look forward to more exposure internationally and to show the world that creativity has no nationality and no language and that it doesn’t matter where you are from,” said Reem Al-Kanhal, founder of RK designs. “I am very happy to show them that a Saudi designer has more to offer than abayas and kaftans and they too can design beautiful dresses inspired by their culture. I met with Farida Khalifa who is an icon for me. She worked with Azzedine Alaia, Schiaparelli and was the muse of Jean Paul Gaultier. She told me that she loved my collection and wants to wear it. This is amazing for me and I look forward to these moments,” she added.
The last day hosted the Unique Fashion Exhibitions featuring two shows that were open for public. There was also The Italian Way event, which highlighted Italian style by gathering 80 looks from important fashion brands of the last few decades. The craftsmanship and the uniqueness that have defined the ‘Made in Italy’ brand globally were celebrated through five themes: Prints, Red Carpet, Embroidery and Appliqués, Black and Casual.
The ‘Who is on next? 2014’ event took place at the Bloomingdale’s Atrium at The Dubai Mall. This project was organized by Altaroma in collaboration with Vogue Italia to scout and promote new talents. This year, ‘Who is on Next? 2014’ celebrated its 10th anniversary, marking a decade of commitment in the promotion of brands exclusively produced in Italy and supporting local handcraft and manufacturing.
The event also included an array of workshops, panel discussions and talks with A-list fashion celebrities such as Franca Sozzani, Editor-in-Chief of Vogue Italia; Peter Dundas, creative director of Emilio Pucci; fashion designers Philip Plein, Alberta Feretti, Roberto Cavalli, and Sara Maino, senior editor of Vogue Italia and Vogue Talents. Journalist JJ Martin moderated the show.
Discussions at the event shed light on key topics in the world of fashion with sessions on New Generation in Fashion, The Strength of Tradition, Excess/Success, From Denim to Red Carpet and Heritage Moving Forward.
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