FFWD Moving Forward

Although the Middle East is mainly known for their richness in its mineral fuels and natural gas, they are as well quite the catch when it comes to fashion. Being a lucrative part of the world for the fashion and luxury industry, Middle Eastern culture places a high importance on appearances, and this is the main reason behind the popularity of logos and luxury goods being the main obvious elements that reflect status. However, this way of living has changed for some parts of the Middle East and the culture in the region has evolved in response to several factors such as the exposure to Western cultures through travelling and social media, which has altered the mentality of not to solely rely on logos to portray a certain social class. 

Cities such as Dubai is traditionally known for couture, ready-for-the-red-carpet designs rather than ready-to-wear. But off-the-rack designers are increasingly cropping up. Fashion Forward Dubai (FFWD) returned last fall after a two-year hiatus. The Arab designer runway event and trade show that brings together regional designers with buyers, press and top consumers comes as Middle Eastern ready-to-wear brands gain new momentum.  

FFWD, which is backed by the Dubai Design and Fashion Council, a government organisation, returned after a setback. It had previously relied on income generated by designer participation and sponsorship, but designers complained that FFWD wasn’t worth the investment. Last year, it debuted a shopping portal that had all designer collections shown during the event available immediately for customers to buy. 

By Erica Pamela