Local fashion moves forward in 'Epic' style

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Local fashion moves forward in Epic style

The Empowerment Programme through Industry Collaboration (EPIC) is driven by Fashion Forward Dubai (FFWD) and is now in its eighth season

By Sujata Assomull

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Published: Fri 26 Aug 2016, 12:00 AM

Last updated: Fri 26 Aug 2016, 2:36 PM

September is the start of the fashion year. It sees the advent of the Fall/Winter collections in stores, which determines the fashion agenda for the next six months. So, right before September is the perfect time for Fashion Forward Dubai (FFWD) and the Dubai Design Fashion Council (DDFC) to announce their vision and direction for regional fashion, and make it 'Epic'.
The Empowerment Programme through Industry Collaboration (EPIC) is driven by FFWD and is now in its eighth season. The next event will be held in October. This biannual event has emerged as Dubai's definitive fashion platform with the support of DDFC and Dubai Design District (D3).
At a conference attended by leading local fashion designers, influencers and other important stakeholders in the industry, DDFC CEO Nez Gebreel spoke about how Dubai is now on par with London and Tokyo when it comes to retail revenues.
"But the retail industry is still import-oriented, with 80 per cent of the buying satisfied by imports and not local fashion brands." The DDFC was set up three ago years by His Highness Shaikh Mohammed bin Rashid Al Maktoum, Vice-President Prime Minister of the UAE and Ruler of Dubai, with a mandate to position Dubai as a design capital of the world.
Gebreel believes Fashion Forward's EPIC will help designers with business development and become better equipped to compete with their international counterparts in the marketplace.
Dubai, next fashion capital
Ramzi Nakad, COO and co-founder of FFWD, said: "Fashion Forward is a development platform, but two events a year weren't enough to position Dubai as a true global fashion destination." As part of EPIC, 15 designers from the region will be chosen to participate in a show during Paris Fashion Week this September. "EPIC aims to promote the sustainability of the regional fashion economy and forge healthy competition," Nakad added.
FFWD has, for last two seasons, worked with Dubai Mall's Galeries Lafayette for a pop-up during the run up to the Fashion Forward event, where the retailer handpicks designers from the FFWD roster to retail in their store. Now, FFWD hopes to extend this programme to other retailers in Abu Dhabi, Riyadh and Doha.
There is an also a scholarship programme in partnership with Milan's Domus Academy, as well industry-focused workshops throughout the year. With Dubai's fashion retail scene growing faster than other established fashion capitals such as London, Paris and New York, this focus on "homegrown" hopes to ensure that as far as fashion is concerned, the gap between imported and locally sourced labels begins to narrow down.
Handbag designer Rula Galayini, a well-known accessory designer who has been a part of Fashion Forward from its first season (she retails at Abu Dhabi's Tyrano and Galeries Lafayette), commented: "There has been a change of late as Middle Eastern fashion is now becoming more desired locally; we are at a crossroads, this programme is well timed."
She believes Dubai is the natural capital of fashion for the MENA region. "It is an international city, yet deeply rooted in Arab traditions, giving it a unique position within the region."
The 15 designers chosen to show at Paris Fashion Week are likely to be announced in the next couple of weeks. It's the EPIC move that most designers are excited about. Whether the shows will translate into actual buyers at the Paris showroom will be the real test of how impactful EPIC turns out for fashion in the region.
sujata@khaleejtimes.com


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