For it’s 11th fashion week, the Arab Fashion Council has gone digital, from June 24 to 26. LIVE from Dubai, over the course of three days, 10 shows, 11 designers from Asia, Italy and the Middle East, and, the Beyond the Shows panel discussions, which will air live on the Arab Fashion Week website, this is all being done in partnership with Tiktok Arabia. Founder and CEO of the Arab Fashion Council, Jacob Abrian calls this year’s fashion week a “historical benchmark” in how they are able to create a new digital experience that benefits the global financial and digital trend. “We consider this move as a victorious step to shape the future of the fashion system into a more consumer conscious platform and sustainable culture,” he shared.  

Getting a lot of buzz is Dubai-based, Lebanese Brazilian fashion brand, Aavva. Their advertising campaigns have been diverse and their focus has been sustainability. South American flavor is infused in the brand’s latest collection, with vibrant color and off the shoulder creations, one thinks for a moment they are in somewhere Rio de Janeiro or Brasilia.  

Aavva and Arab Fashion Week have partnered with Kiko Milano, one of Italy’s leading makeup brands. Kiko Milano will publish The Makeup Trend Book FW20/21 at the end of the week, which highlights the latest trends of the season.

“We, are thrilled to be named the official makeup partner of the Arab Fashion Week, the most important fashion event in the region, which highlights our commitments to foster the growth of the regional talent and providing our expertise on the latest trends in the cosmetics industry.”, says Jonathan Lantoine, General Manager of KIKO Milano Middle East.

Mada’En showed an eye-catching FW20-21 collection last night. Creative Director and Jordanian British couturier, Farah Bseiso is already style and sophistication herself. Her edgy designs of radical femininity achieved a woman’s desire of being a princess.

And directly from Hong Kong and made in Hong Kong is FromClothingOf with strong tailoring yet deconstructed silhouettes. With the aim of breaking away from conventional ideas about women’s fashion, the brand guises monotone and minimalism but underneath their deconstructed layers is a powerful feminine woman.

It will be possible to shop the collections from Arab Fashion Week directly at shop.arabfashionweek.com, which will create a new trend where buyers can purchase and wear the collection 6 months before going to retail. Offline buyers will be able to buy the collection off the shelves in pop-up stores like 1422 Concept Store in Dubai’s Citywalk.