Shivang Dhruva, founder and director of FAD International Academy — which has a campus in Dubai and two in India (Mumbai and Pune) — held a student showcase during DFW. “Comparing it to Paris, London, Milan or New York may not work as I feel we are still at nascent stages in terms of talent readiness for a B2B event,” says Dhruva. “The platform gives our talents the industry integration and exposure alongside established labels to build the much-needed aspiration amongst our students has been our key goal whilst partaking at DFW. A sustained integration with industry through DFW will continue for us at FAD International.”
Bringing in the buyers
While the spotlight may shine on Dubai as an international city, DFW’s mission also revolves around bolstering buyer interest in talent from across the region. “Until now, the regional designers had to invest in a Paris showroom to attract international buyers, but having an official fashion week should change this,” says Lama Riachi, founder of Blssd, a Dubai-based label, who has taken part in both editions of DFW. She believes as DFW matures, more buying will take place during the event.
Ayad says it’s too early to judge DFW, given it’s only two seasons in. “DFW gets your name out there. With time, the buyers will catch on.”
Regional buyers also believe that DFW can bring value to the industry. “What I have noticed is how DFW pushes designers to be more focused and present full collections that include shoes and bags. I see DFW as an incubator of talents,” says Caterina Ercoli, head of buying at luxury footwear and accessories retailer Level Shoes. However, she notes that its timing — coming after Paris Fashion Week, when buyers are tired and have used up most of their budgets — is something DFW might reconsider.
This year, the Arab Fashion Council introduced a ‘mega showroom’ concept featuring a ‘Shop the Runway’ pop-up at the D3-based concept store Fltrd, to introduce collections from regional designers beyond the runway. Jacob Abrian, CEO of the Arab Fashion Council, says: “One of the ways we’re working to better facilitate new opportunities for talent is by introducing this ‘mega showroom’ for the first time. Here, media, buyers, and fashion enthusiasts can buy and explore collections by designers who are not showcasing on the runway in a more organic, personable way.”
Georgina Gainza, fashion buying director of Al Tayer Insignia, which oversees department stores including Bloomingdale’s and Harvey Nichols in Dubai, feels that DFW is an integrated experience that embraces not only the diversity of a multicultural city like Dubai, but also draws on the fact that Dubai is a major global retail hub. “I have seen several different fashion week propositions come and go over the years in Dubai. It was confusing, and it is fantastic at last to see a consolidated offering, which I believe will take Dubai into the future.”
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