Modest styles come alive on ‘digital runway’
This is normally the week when we see the Spring edition of Fashion Forward Dubai, but this year, the organisers have decided to take the season off and return only in October with a new format. Hoping to fill this gap, the Dubai-based Islamic Fashion and Design Council (IFDC) has come up with a new concept.
Spearheaded by PakistaniAmerican Alia Khan – who set-up IFDC after trying to launch her own modest wear label in 2014 with a mandate to support the modest fashion industry – the Pret-A-Cover Buyers Lane will take place from March 28-April 2, at City Walk 2.
What makes this pop-up event different is that there will be no catwalk. Instead IFDC is introducing high projection technology and multiple screens/platforms for an immersive experience that will allow designers and brands to do storytelling and share their imagery. It’s a runway that is digital-age friendly.
With over 30 designers from all the world (from Sweden to Australia) taking part, the event could be a platform to discover new talent as most of the names are not well-known ones. It’s the first such show, so it’s only after the first edition that we will know if this concept really helps promote modest fashion. Of late, there have been many events in Dubai that hope to support this industry, but none have really made an impact. The event is supported by the Dubai Islamic Economy Development Centre (DIEDC).
We caught up with Alia to find out more:
Since the event is called a ‘buyers lane’, who are the buyers?
The event focuses on B-to-C and B-to-B. We have been working with leading brands and have confirmed buyers from Ounass, Nisnass, Galeries Lafayette, Souq.com, BHV, Grazia’s e-commerce, Debenhams, SAKS Avenue, Tyrano and others.
Why did you feel the need for this event?
After partnering with dozens of fashion weeks over the years, we felt that the traditional catwalk model was broken. It requires a huge investment from designers and brands, and doesn’t yield tangible returns for either party. Modest fashion is also hugely misunderstood and little known. The market for modest fashion is estimated at around $350 billion. It’s a huge opportunity that many brands haven’t had the chance to tap into. Through an entirely new format, our PretA-Cover Buyers Lane brings both emerging and established designers as well as leading global brands and consumers under one roof to enable collaborations and support brands to develop and thrive.
Define modest dressing. Why has it become such a global trend?
Modest fashion is not a trend. It’s always been there... since the beginning of time, actually... and always will be. The only difference is that now, due to social media, people’s preferences can be easily heard, and individual demands are easier to determine. The message today is clear – modest lifestyle is a choice. An astonishing majority prefer a modest way of life.
Is this the most important event IFDC has done till date?
Yes, in many ways it is. We’re disrupting the typical fashion event. We’re getting more involved in developing strategies that we hope will be a strong reason for a positive change and better approach to succeed in the business. Most importantly, we hope to inspire others to think disruptively.
What according to you are the event highlights?
No catwalk. No panel discussions. No workshops. No hired influencers. In each of these areas, we’ve done something as our answer to a better way to highlight the designer or talent behind the work being showcased. We’re hoping this is just the beginning to effective answers and useful solutions in the fashion and design scene.
What can visitors expect at PretA-Cover Buyers Lane?
Throughout the six days (of the event), there will be special shopping sessions, pop interviews, media activations, social media competitions and technologically enabled fashion shows every night. City Walk’s screens will immerse visitors into the designers’ imagery. The pop-ups are open from 10am to midnight every day, and the shows and VIP receptions will take place from 7pm to 9pm. The event is free and open to public.