Arab Fashion Week 2020 has officially begun it’s first-ever digital event, starting with virtual runway shows from Hong Kong based brands, Yeung Chin and FromClothingOf, and Jordanian label Mada’En.
Arguably the star of last night’s digital shows, Mada’En, a ready-couture label by British-born Jordanian designer Farah Bseiso, presented an AW20 collection which evoked 1950s glamour with embellished a-line cuts, dramatic structured bows and standout shoulders — whether ruffled, tiered or bell shaped cascading down the arm.
Silhouettes were created in luxe fabrics of tulle, taffeta and silk and adorned with feathers, sequins and sparkle that instantly made an on-screen statement. The stunning detailed embroidery was another highlight, as we can only imagine, it’s even more intricate in real life.
Missed the show? A perk of digital is that you can catch up on the runway events whenever you like and relive your favourite moments. The audience are also able to instantly shop the collections on show, with Arab Fashion Week’s dedicated ‘Shop The Runway’ platform.
More digital screenings of shows, panel discussions and behind-the-scenes looks will be streamed across the weekend via Arabfashionweek.org and social media platforms including @arabfashioncouncil and Tiktok Arabia.
Other designers to watch out for include: couture label Amato, the UAE’s first global designer brand that has earned itself an international cult following – from Jennifer Lopez to Beyonce; Sophia Nubes, the Italian designer with colour-popping pieces that have become a regular fixture at Arab Fashion Week; Avva Fashion, a Dubai-based brand that blends Arabic culture with Latin American flair; and Fad, the institute of luxury fashion and style that will showcase 8 emerging regional designers for the first time.
