U Magazine - - EXPOSURE - By Ce­line As­souad

La Mode A Beirut – the cap­i­tal of fash­ion in the Mid­dle East.

Af­ter sev­eral edi­tions of suc­cess­ful fash­ion weeks in Beirut, and fash­ion shows around the MENA re­gion, L.I.P.S Event & Model Man­age­ment - founded by Johnny Fad­lal­lah - has es­tab­lished its name in the fash­ion industry and has be­come the go- to com­pany for fash­ion shows and fash­ion events. To­day, L.I.P.S. brings you for the first time the first Edi­tion of “La Mode A Bey­routh" - the of­fi­cial fash­ion week in Beirut! With supreme brands and fash­ion de­sign­ers tak­ing part in the event, the city will wit­ness an un­rav­eled fash­ion ex­pe­ri­ence on our plat­form. To­day we sit with Project Man­ager of “La Mode A Bey­routh”, Sa­man­tha Fad­lal­lah, to dis­cuss the lat­est ex­cit­ing news of the up­com­ing event.

U: What is La Mode a Bey­routh? S.F: L.I.P.S. (Le­banese & In­ter­na­tional Pro­duc­tion & Ser­vices s.a.r.l) is an Event and Model Man­age­ment Com­pany spe­cial­ized in fash­ion events owned by Mr. Johnny Fad­lal­lah. It has been in the industry for over 20 years run­ning and man­ag­ing ma­jor fash­ion events. Due to the in­crease of fash­ion brands and de­sign­ers yet the lack of fash­ion ac­tiv­i­ties due to the un­for­tu­nate po­lit­i­cal tur­moil, L.I.P.S. de­cided to adopt a brand name “La Mode A Bey­routh” iden­ti­fy­ing it as the main plat­form for the of­fi­cial fash­ion week in Beirut. This is to re­mind peo­ple once again that Le­banon has al­ways been re­ferred to as the hub of fash­ion in the Mid­dle East. U: When is it tak­ing place? S.F: La Mode A Bey­routh will be tak­ing place from Novem­ber 4th un­til Novem­ber 8th, 2015 at Fo­rum de Bey­routh. A Beirut Young Fash­ion De­sign­ers Com­pe­ti­tion is tak­ing place on Novem­ber 6th, 2015 headed by world­wide de­signer Blanka Ma­tragi. U: Where did the idea come from? S.F: The idea, as men­tioned ear­lier, came from the lack of hav­ing a plat­form to hold var­i­ous fash­ion shows and com­bine them un­der one name as an of­fi­cial fash­ion week in Beirut sim­i­lar to the renowned ones tak­ing place ev­ery year in Mi­lano, Paris, New York and Lon­don. Also, many de­sign­ers and brands are strug­gling to hold their own fash­ion shows due to financial rea­sons, where the amount to have a pri­vate ac­tiv­ity goes be­yond our imag­i­na­tion nowa­days (i.e. $60,000 - $70,000 min­i­mum); there­fore the launch of a Beirut Fashi­ion Week will help them de­crease that cost to $15,000 for par­tic­i­pat­ing, and they kit a spe­cial kit in­clud­ing all from mod­els, makeup, hair to the stage, the light­ing, sound, DJ, me­dia, seat­ing with el­e­va­tions, back­stage, re­cep­tion area and free beverages. U: Who are the de­sign­ers in­volved? S.F: The open­ing show will be with the world­wide Saudi de­signer Yahya Al Bishri pre­sent­ing his Haute Cou­ture col­lec­tion on the open­ing day tak­ing place on Novem­ber 4th, 2015 at 12:00 pm. The clos­ing de­signer will be an­nounced at a later stage. Stay tuned. U: What type of brands are in­volved? S.F: Top in­ter­na­tional brands and de­sign­ers. U: What is your tar­get? S.F: Our tar­get is to in­crease the aware­ness so­cially and stat­ing that Beirut is now on the in­ter­na­tional cal­en­dar of fash­ion. It now has an of­fi­cial fash­ion week that can ac­com­mo­date de­sign­ers and brands and give the pos­si­bil­ity for an emerg­ing de­signer to rise through its Young Fash­ion De­sign­ers Com­pe­ti­tion that it will be hold­ing for the first time in this edi­tion, and in ev­ery other one as well. Our aim is to make it a rep­utable fash­ion week like the one we wit­ness from over­seas. U: Are you look­ing to ex­pand the event to neigh­bor­ing coun­tries? S.F: At a later stage, once the plat­form is done, we are look­ing to have La Mode A Bey­routh as a fran­chise that will ex­pand to the en­tire GCC and MENA area (i.e. La Mode A Dubai, La Mode A Doha, La Mode A Tu­nis…etc) U: What does the pro­gram con­sist of? S.F: The pro­gram con­sists of hav­ing three shows per day: 12:00 PM, 6:00 PM and 9:00 PM. Each brand/de­signer has his/her own show and the venue is en­tirely theirs for their in­vi­tees and guests. The plat­form is di­vided in a way to ac­com­mo­date around 400-seated guests, with a 150 sqm. Pre-func­tion area with free beverages and spon­sor area, an ex­clu­sive me­dia room, a 55 m u-shaped cat­walk, sound, light, DJ, 400 sqm. The space also in­cludes a back­stage area with a de­signer room, makeup and hair cab­i­nets. U: How are plan­ning to in­crease the aware­ness on the new fash­ion week? S.F: We plan to in­crease the aware­ness of the fash­ion week through the Min­istry of Tourism and Cul­ture that are both now sup­port­ing La Mode A Bey­routh and the help of our me­dia part­ners, spon­sors and uni­ver­si­ties that are us­ing all print and dig­i­tal means to in­crease the knowl­edge of its ex­is­tence. U: What are the means you will be us­ing to pro­mote the event? S.F: So­cial Me­dia, TV, Mag­a­zines, News­pa­pers, Out­doors’ Ad­ver­tis­ing and Ra­dio Sta­tion. U: Do you of­fer back­stage passes for me­dia rep­re­sen­ta­tives? S.F: Of course, we are ready to cater to ev­ery me­dia part­ner with ben­e­fits that will suit a mu­tual ex­po­sure for the event. U: How will this event af­fect Beirut when it comes to fash­ion? S.F: This event is the of­fi­cial fash­ion week in Beirut. No other fash­ion ac­tiv­ity is hap­pen­ing in the coun­try ex­cept at City Cen­tre. The par­tic­i­pa­tion of in­ter­na­tional brands and de­sign­ers is enough to up­lift the fash­ion industry in Le­banon. The Le­banese peo­ple are known to have a pas­sion and love for fash­ion, and giv­ing them the op­por­tu­nity and ad­van­tage to watch the fash­ion shows up close and in their home­town in­stead of trav­el­ing across the world to do so is enough said. U: How will it ben­e­fit de­sign­ers? S.F: It will ben­e­fit the de­sign­ers when you are giv­ing them the pos­si­bil­ity to hold a fash­ion show at a prime lo­ca­tion, with top in­ter­na­tional mod­els, top hair and me­dia part­ners, full plat­form of stage, sound, light, back­stage…etc by pay­ing $15,000 in­stead of $60,000 and up. They are pay­ing 1/4 the price and re­ceiv­ing ma­jor ex­po­sure in re­turn. In ad­di­tion to that, giv­ing their clien­tele the lux­ury of at­tend­ing a fash­ion show and see­ing the col­lec­tion on a cat­walk which is way bet­ter than see­ing the dress on the rack in the bou­tique. U: What are your ex­pec­ta­tions on the out­come? S.F: We have a rep­u­ta­tion of be­ing risk-tak­ers at L.I.P.S. for this rea­son we are aim­ing for an out­stand­ing out­come de­spite the eco­nom­i­cal, po­lit­i­cal and so­cial sit­u­a­tion in the coun­try. Le­banese peo­ple have a pen­chant for fash­ion, ev­ery­body loves to at­tend fash­ion shows and we are of­fer­ing the op­por­tu­nity for you to wit­ness it all in Beirut.

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