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Pret-A-Cover Buyers Lane to showcase collections from 30 designers at City Walk, from March 28 to April 2
At Pret-A-Cover Buyers Event, taking place between March 28 and April 2, the Pullman hotel brand will also launch its Artist Playground galleries concept, in partnership with IFDC, which will see up and coming designers and artists showcase their talent in three-month long curated shows that will be staged in hotel lobbies across the brand’s global network. A model wears a Hatem Alakeel creation. Alia Khan. recognised in the region. “But over the years, I have realised there is no reason to have a fashion show. When you have a presence on social media, why would you spend huge amounts on shows? Why would I risk having a show and incur huge expenses and the buyers go home?”
Alakeel uses Victoria Hatem Alakeel. Beckham as example, who skipped out on a showing at New York Fashion Week. “It’s a sign that fashion needs to go to the next level whereby engaging clients to come and feel the merchandise and fabrics. That is how you sell. We can’t have instant sales after a show here — we don’t have the production facilities to do that here,” he reiterates.
BUYERS MARKET
Supported by Dubai Islamic Economy Development Centre (DIEDC), the six-day Pret-A-Cover Buyers Lane will showcase modest wear collections from over 30 designers. The event will also feature the first ever augmented ‘technologically advanced’ fashion show, which is being introduced by IFDC as the ‘catwalk of the future’.
Explains Khan: “Think of it as a Virtual Reality space where you can actually be a part of the fashion as opposed to watching it as a bystander.”
Customers will also get a chance to interact with designers behind fashionforward modest wear design labels, and artists that complement the modest lifestyle across all categories, including haute couture, pret-a-porter, street wear, athletic wear, abayas, accessories, halal skin care and more.
“With Muslim consumers spending an estimated $272 billion (Dh998.9 billion) on clothing and the industry projected to grow to $322 billion by 2018, we have a unique opportunity to develop the global market in a more cohesive manner and encourage more collaborations across borders” says Khan.