Arab Fashion Week is Going Virtual

BY Laura Kell / May 28 2020 / 13:42 PM

The shows and talks will be streamed online from June 24-26, as the Arab Fashion Council forgoes the traditional fashion week format

Arab Fashion Week is Going Virtual

Arab Fashion Week (AFW) will be kicking off at the end of next month, but this year the industry will experience the latest and greatest in Arab fashion and design in a whole new manner...

The Arab Fashion Council (AFC) has just confirmed that the biannual event will be going entirely digital, in a move to ensure the safety of the fashion community and to promote sustainability within the industry.

“We are thrilled to be able to revolutionize the traditional calendar by adapting a new digital experience that best fits 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, ” Founder and CEO of Arab Fashion Council Jacob Abrian said.

The three-day long fashion event will be streamed on the AFW website and will be broadcasted live to hundreds of millions of viewers, both via the website and in partnership with leading social media platforms.

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The UAE Couture Brand Amato, launched its Jewelry line during Arab Fashion Week. Amato, which means ‘beloved’ in Italian, is the brainchild of the much-awarded creative designer Furne One, who partnered with textile expert Rashid Ali, to build this Avant Garde label. From the very first collection, Amato touched a chord with the region’s fashion elite. Inviting UAE’s beautiful women to a style renaissance, Amato broke the glass ceiling through a symphony of style and creativity. Words like ‘inspiring, intriguing and innovative’ are only a few of the compliments showered by Amato’s discerning clientele on Creative Director Furne One @furneamato #2019Moments The Show took place in 1422, The worlds only Ready Couture Store and venue of The Arab Fashion Council. #AmatoCouture #ArabFashionWeek #FurneOne #Couture #jewelry #ReadyCouture

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Anyone is able to tune in and watch the shows and talks online. Consumers will also be able to directly purchase items the collections shown online via a designated luxury e-commerce platform, setting a new precedent where the public will have access to runway pieces six months prior to retail distribution.

Shoppers who wish to purchase items from a brick-and-mortar store will be able to buy the collection off the shelves at a dedicated pop-up in 1422 Concept Store at City Walk, Dubai.

“Today, more than ever, the traditional fashion system is in dire need for revolution and innovation. . . What we cherish now, the way we perceive luxury and the way we engage with things is completely different with how it used to be when the current fashion system was last updated in the last century. COVID-19 . . . has been the key accelerator to lead decisions in reshaping the norms,” Chief Strategy Officer of the Arab Fashion Council Mohammed Aqra said.

Other notable fashion weeks around the world, such as London and Paris Fashion Week Men's showcases, have also recently announced digital or virtual presentations as oppose to sticking with the traditional model.

For more information on Arab Fashion Week and how you can stream the shows visit 

Lead image courtesy of instagram/arabfashioncouncil

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