The Arab Fashion Week (AFW) is set to start today in Dubai from the 24th of June till the 26th, virtually.
For the first time ever, the entire event will be hosted virtually maintaining its traditional program through added value innovation. The Shows and Beyond the Shows panel discussions will air live on the AFW website: https://arabfashionweek.org/ and will be broadcasted live to hundreds of thousands of audiences in partnership with leading social media platform Tiktok Arabia.
“As the leading short-form video platform, TikTok truly offers something for everyone and we’ve seen a lot of content creators come up with very engaging and creative fashion related content. In line with our mission to inspire creativity and bring joy, the platform has been the go to for fashionistas from around the MENA region to showcase the latest trends across beauty and fashion. With that being said, it is a natural step for us to be working with Arab Fashion Week to broadcast the 11th edition of the event to our community of content creators who have shown a great interest in fashion related content,” said Rami Zeidan, Head of Video and Creative at TikTok MENA.
Whilst this season the public will be able to watch all the shows, they will also be able to shop the runway collection directly through shop.arabfashionweek.com setting up a new trend in the consumer behaviour to wear the collection at least 6 months before distributing it to retail. In addition, offline consumers will still be able to buy the collection off the shelves at a dedicated Pop-up in 1422 Concept Store in Citywalk.
Although the shows will be streamlined and available to the public of consumers and fans, it will give designers (list available below) the opportunity to showcase their talent directly to a higher number of industry professionals. In partnership with Le Showroom platform managed by Bureau Des Créateurs, the designers will benefit from unprecedented exposure to the B2B buyers in a 360 Showroom which hosts a private access to over 2700 retailers globally.
In addition to the fashion shows, presentations and panel discussions; Arab Fashion Week has partnered with the Number 1 Makeup brand in Italy, KIKO Milano as its Official Makeup Partner. KIKO Milano will publish The Makeup Trend Book FW20/21, at the end of the fashion week, to highlight the latest trends of the season.