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Fashion Forward Dubai (FFWD), the definitive three-day platform for fashion in the region, wrapped up on Saturday at the Hai, in Dubai Design District. Despite the rain, the shows went on though clothes were not the main draw of this edition of the FFWD.
The biggest takeaway has been instant gratification, thanks to the deluge of social media. Babak Golkar, one of the designers behind the Emperor brand, said: "We live in a Kylie Jenner world - it's all about social media and no one has the patience to wait."
No longer do you have to be a privileged industry insider to have access to shows, as Instagram means you can watch the shows as they happen (earlier, collections would only be shown to the media and retail buyers a season in advance). Added to that is the rise of online shopping, and with Instagram soon adding a "shop" facility, more change are on the way.
This is paving the way for the "see now, buy now" format: Shoppers, who watch shows unfold online, can buy immediately. Burberry and Tommy Hilfiger have already adopted this format, whereby designers have removed the six-month lead time and now synchronise catwalk shows with store deliveries.
In this region, where the fashion industry is still young, there's a need to understand how to adapt to this new trend - which explains why there were long queues to attend the FFWD's fashion talks.
Ritu Upadhyay, Middle East correspondent, Women's Wear Daily, the fashion industry's most respected trade journal, observed: "Our region has a very high smartphone penetration rate. Fashion consumers are all online, watching shows as they happen on Instagram. Suddenly, the community is eager to know more about how they can utilise the power of digital to help grow the reach of their brands. Dubai is a retail- and consumer-driven hub and designers can really leverage that to sell their products."
This was the FFWD's ninth season; 38 designers participated, including debut designers as well as Dubai's couture maestros such as Michael Cinco and Amato; Saudi Arabian chic modest wear brand Ghudfah; architectural-inspired Tair; and Emperor that showed a line of athleisure clothing for men (presented by Reebok). The mix meant fashion-wise it lacked focus and direction, but the one unifying trend that stood out was the digital mode.
The local apex body of the industry, the Dubai Design and Fashion Council, presented a talk on 'See Now, Buy Now'. The art of digital storytelling was addressed by Daniel Coutinho, CEO of Nowness - the global video platform owned by luxury conglomerate LVMH - who said: "Social media is now a priority with most fashion houses."
The impact of digital was seen on the ramp, too. Emperor, one of the city's best known menswear lines, presented a "see now, buy now" show: Everything showcased on ramp is "shoppable" now.
Of course, not every designer can jump on to the "see now, buy now" bandwagon, but it's clear instant digital gratification is what is at the top of fashion's mind right now.
sujata@khaleejtimes.com
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