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| BIC is Human Creativity Partner of AFW 2021 |
| Dubai, 10 March 2021 BIC, a world leader in stationery, lighters and shavers, has come onboard as the Human Creativity Partner of Arab Fashion Council (AFC)’s 2021 Arab Fashion Week. As part of this partnership, BIC is collaborating with emerging Arab designer Zaid Farouki to inspire his upcoming collection that will be showcased in March. |
| To help inspire Zaid Farouki’s summer-spring collection, BIC hosted a creativity workshop at 1422 for Zaid and his team and welcomed four designer students from FAD institute of luxury fashion and style Dubai. The day-long workshop tapped into BIC’s knowledge on human creativity and provided insights and research behind inspiration and imagination. The workshop also provided application examples studying creativity and expression in the fashion world. Zaid Farouki is a rising Arab designer and artist. He has built a name for himself in the fashion scene and is renowned for his couture techniques, embroidery, and unique designs. While he hails originally from Jordan, Zaid has lived and studied in different parts of the world finding inspiration in the fusion of cultures, all while staying connected to the roots of the region. His contemporary ready-to-wear label, ZAID BY ZAID FAROUKI, breaks the boundaries between cultures to create a global language for expressing oneself. The label was born to reflect the contemporary man and woman and the image with hand; bold and unconventional, representative of a new globalized world. |
| Commenting on the partnership with AFC and Zaid Farouki, BIC’s Senior Communications Manager – Africa, India, and Middle East, JoAnn Kharma said, “We are very delighted to be collaborating with the Arab Fashion Council to help transfer our knowledge on creativity to designers in the region. This partnership comes in line with our brand strategy that focuses on fueling creative expression in all its forms. When we were reviewing possible designers, Zaid Farouki came as a natural choice for us because of his artistic vision, creative expression, and his beautiful designs that always carry a story. While BIC has been an inspiration for many artists and designers throughout the years, the is the first time that we as a brand are taking an active role in influencing a collection and we are very excited to be doing it with Zaid.” “We at the Arab Fashion Council are proud to have BIC as our Human Creativity Partner for the upcoming Arab Fashion Week. BIC has an outstanding history of over 75 years in shaping the creative scene and inspiring generations. Not only is BIC a product that we all grew up using but a symbol that we will always remember in the coming generations. Today the AFC and BIC announce its collaboration through creative designs by a Middle Eastern Artist, Zaid Farouki which will be showcased during the Arab Fashion Week.” Said Mohammed Aqra, Chief Strategy Officer, Arab Fashion Council. |
| “I believe that one’s choice in clothing is the perfect medium for expressing one’s self and this collaboration with BIC and AFC will bring out a creative wearable sculpture of colors.” said Zaid Farouki, Dubai Based Designer. BIC’s connection to art, design, and fashion spans more than 60 years. The brand regularly celebrates the creativity and originality of artists who find great inspiration in creating masterpieces using BIC’s stationery, lighters and shavers products. BIC’s products and designs have made it to the collections of fashion designers and jewelry houses including Dolce & Gabbana, Heygere, Margarita Myrogianni, Maison Martin Margiela, Manon & Lesquoy, Mattijs Van Bergen, Miu Miu, Moschino, Nicole Miller, Oscar Carvallo, Sophie Hardeman, Yasmina Porath and Yves Saint Laurent. |