BEIRUT JOINS THE CATWALK
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.