Meet the designers who are taking Mideast fashion forward
Now in its 10th season, Fashion Forward Dubai is bigger and better than ever
When asked what makes this collection disruptive, Al-Shehail said: “I’m proud that my company produces a sustainable and eco-friendly line, and all fabrics used are certified non-toxic materials made in Japan. Also, the garments were ethically constructed in Dubai’s very own Design District.”
Utruj, led by creative director Laila Abduljawad, is a design house based in Jeddah. The brand is named after a type of citrus fruit that is both bitter and sweet. Utruj espouses a new vision of contemporary modest wear that women today can truly identify with, and with Abduljawad at the helm, the brand can look forward to many more years of redefining design.
Utruj’s collection is called “Authentic Structure,” and it “depicts stories that merge imagination with reality. Each piece in the collection is a visual representation of a social construct — the structures reflect our societies and reflect ourselves as Middle Eastern.”
The collection’s focus is on the intricate shapes of traditional forms of art and architecture that “embellish the rural region of
Saudi Arabia. It signifies a confident woman who values her traditions, but who wants to work practically and look modern.”
Showcasing their collections at FFWD is important to all designers as it is an international platform situated at the intersection of East and
West. “Dubai has become the fashion capital of the
Middle East, and FFWD is always great exposure,” said Bazaza.
“After showcasing many seasons… the FFWD family are dear to my heart. It’s now like a second home to me. They’re very well organized and incredibly professional with the entire process, from the very beginning until even after it ends.”
Al-Shehail said: “I’ve had the privilege of showcasing some of my previous collections in New York and Paris, and I was very happy about the positive feedback I received. But showing my collection in Dubai has had more of an impact. In my experience, emerging designers showing in Europe and the US always struggle to find the perfect agency that can properly represent them, as not many are enthused as the competition is very high. FFWD is the best platform in the Middle East and North Africa. It’s a joy to be part of it.”
The event allows designers to cater to the modern international visionary consumer, and Dubai provides just that platform. “We aim to universalize the abaya, and we want to bridge the gap between the Gulf and the rest of the world — we know that Dubai is a perfect place to push that,” said Abduljawad.
“It’s in the Middle East but has international and Western exposure. We’ve seen that Middle Eastern designers are afraid of the abaya, that it may not be well received. But we’re not afraid, we’re proud, and now — after showing this collection in Paris and Europe and receiving such strong, positive feedback — we can bring this collection back to Dubai.”