DUBAI has staked its claim for recognition as a major player in international fashion industry by hosting a grand show, described as the “ultimate celebration of everything fashion and the ultimate showcase for upcoming designers” by Franca Sozzani, the editor of Vogue Italia.

Robert Booth, chief executive of Emaar Dubai Real Estate and member of Dubai Design and Fashion Council, and Abdallah Alwardt, Dubai Director of the World Food Programme, jointly addressed a press conference on the opening day of the premier fashion event.

Creations by 20 fashion designers, who are the new blood of international fashion, as well as eight inspiring designers, are the highlight of the ongoing Vogue Fashion Dubai Experience.

“Fashion is a $275 billion industry for centres like New York, London, Paris, etc and now Dubai has also entered this league. Twenty per cent of all luxury sales take place in Dubai and 50 per cent of them happen in Dubai Mall, the premier international lifestyle retail attraction on the planet visited annually by over 75 million people.

It makes this city a leading fashion destination in the world for luxury brands. We can now expect an additional 100 million visitors and it can only get bigger from here on,” said Mr Booth, the Dubai Design and Fashion Council member.

Franca Sozzani, the Vogue editor, said: “We want to support the younger, global generation at the most visited place for retail. Dubai is the best place to start and share our knowledge, and we want to do more this year which is a step ahead for us.

“Twenty new designers from the world over with really good talent will have exposure to show what they are doing. We have given a voice to women designers in order for them to be heard.”

Franca Sozzani also works as the Global Ambassador Against Hunger.

Abdallah Alwardt, Dubai Director of the World Food Programme, pointed out that lectures by fashion icons and legends such as leading Italian fashion designer Roberto Cavalli, Vogue International Editor Suzy Menkes, Peter Dundas, Philipp Plein, Alberta Feretti and Sara Maino are a new thing this year at the VFDE.”

The Dubai Director of the World Food Programme said it is the largest organisation in the world that reaches out to 90 million people worldwide in order to provide sustenance, especially in African countries and all proceeds from this year’s VFDE will go towards the school feeding programme where they are needed most.

CREATIVITY & AFFORD­ABILITY: In reply to a question about the magic of couture being compromised, Mrs Sozzani said that they are not going a minimalist way but a free way. “The focus still remains on creativity and affordability so that everyone can afford and wear designer brands”.

“The rest is up to business. If it was not for creativity we would still be dressed like in the 1980s,” she said.

The criterion for designers for VFDE is that we choose designers from all over the world while giving preference to creativity. However, it is sad to note that there is no participation from Pakistan so far, something that is hoped will change next year as Pakistan has a huge pool of talent that meets international design requirements.

Coming to the influence of culture when it comes to international fashion, The Vogue Italia editor reiterated that it was not about local people but about creativity. “We want to create a tutorial project for young designers in order to become more international in their approach to design. This is why we have brought them to Dubai. “There is a place for them here in the Dubai Mall to stock among other opportunities opening up for them. It’s the perfect platform to reach out to consumers surrounded by big brands, retailer distribution, etc.”

About moving the event later in October this year as opposed to last year, she cited climatic conditions rather than close proximity to another major event, Paris Fashion Week.

Later in the evening, the kick off fashion show featuring the works of 20 upcoming designers was held at the Dubai Mall.

Published in Dawn, November 1st , 2014