It’s set to be a summer of fashion shows on the small screen, as Arab Fashion Week follows London, Milan and Paris, and goes online this June
The Arab Fashion Council has confirmed the news that the 11th edition of Arab Fashion Week will now take place online, with the new virtual schedule set to take place over three days next month, from June 24 to 26.
The first-ever digital format of the event will see designers tell their stories through online presentations, creative collaborations, podcasts and videos, as well as the traditional programme of shows and panel discussions, which will be streamed live on the Arab Fashion Week’s website and broadcasted across social media platforms.
The AFC’s digital transition respects the precautionary measures the local authorities have recently implemented due to the Covid-19 pandemic, avoiding crowd gatherings and ensuring the safety of the participants, partners, and the wider fashion community; and is a move that further follows London, Milan and Paris, who will host virtual fashion weeks for menswear collections in June and July.
This year’s take on Arab Fashion Week will stay true to the region’s roots and the principle of the official calendar, with the Ready Couture event adapted into a virtual experience where each fashion house will be represented via a creative film that will be streamed on dedicated platforms.
“Couture is no longer just about showing exquisite pieces to the chosen few on fashion’s front row,” said Lebanese couturier Rami Kadi, in an exclusive interview with MOJEH in Dubai following his SS20 collection presentation at the first Ready Couture store, 1422, during Arab Fashion Week in October 2019.
“Social media is my primary platform from which I can expose my collection to the world,” said Kadi. “Fashion is undergoing a huge shift right now – and it has so much to do with how social media and online platforms have changed the way people get to see the world.”
- Words by Staff Writer