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The Middle East Fashion Days hosted by Who’s Next & Premiere Classe, at the majestic Madinat Jumeirah showcased the best of designs from 2010, created a platform for many new local designers and asserted Dubai’s status as the leading fashion capital of the Middle East    

The three-day Middle East Fashion Days event from 19 Oct. – 22 Oct. 2010 played host to an exclusive mix of over 150 international and regional Ready-to-Wear and Accessory designers. Held for the second consecutive year, the first day featured catwalks from three famous designers who not only demonstrated their tremendous talent in fashion but also unveiled their 2010 collections from France and the UK. Regional and international retailers attended the event from Kuwait, Qatar, Bahrain, Egypt, Saudi Arabia, Oman, Lebanon and the UAE, along with key industry leaders from the fashion world.

As media partner of the event, Mediamost Publishing displayed its well known range of magazines namely En Vogue fashion magazine, Aviamost Russian and Aviamost Chinese which received rave reviews because of its international reach and were picked up by many guests at the event.

The show was opened by Angeleye with a fun and quirky collection of eye‐catching designs from their London based studio, whilst Jerome L’huillier from Paris displayed a powerful fusion of glamour meets Rock ‘n’ Roll. Das sisters, Reem and Hind Beljafla, closed the first day, showcasing an elegant new collection of Abayas that portrayed a strongly focused and inspired women’s spirit.

"The opening fashion shows have set a precedent of quality and glamour that our visitors can expect over the next few days," said Boris Provost, Exhibition Director for the Middle East Fashion Days by Who’s Next & Première Classe. "We have welcomed a high number of visitors today who have been drawn to the diverse range of regional and international exhibitor stands. The show gives international brands the opportunity to showcase their collections before regional buyers, media and VIP’s and provides a world class platform for the leading regional designers to connect to an international market. Fashion is one of the largest global industries, and this region is globally significant within that industry.”

While the second day proved to be more successful in terms of visitors, the event picked up with activities that included forums hosted by WGSN the leading online trend-analysis and research service providing creative and business intelligence for the apparel, style, design and retail industries the leading online fashion trends forecasting website and three catwalk shows to a packed audience.

Senior Retail Editor of WGSN.com, Lorna Hall, hosted a talk with retail industry professionals Neil Tunbridge, head of retail services of GRMC and Tavis Stewart, consultant for earth‐tones.org. The forum focused on topics including how designers and brands that are new to the market could better serve the customers of the Middle East. With catwalk shows featuring German brand Kif.If, Indian eco‐brand Langoors, and Regional women’s wear designer Omar Ponsot, the show ended with some really unique pieces and lots of colour in every design.

The final day of the event hosted a catwalk show featuring loungewear by Passionata accessorised by Marbella jewellery, while Dubai’s well known designer Ayesha Depala showcased her couture collection to a packed audience and Essa closed the event in a grand finale with an action‐packed, safari‐inspired show.

The last WGSN forum hosted Sian Tichar from ABCD Publishing, Shazad Haider from fashion school Esmod and Melina Mitri from local retailer S*uce and the newly launched regional fashion distribution agency Two Scoops.

Clearly happy at the response, Joana Samhoun, Managing Director of Two Scoops said, “Who’s Next & Premiere Classe served as an ideal launch pad for Two Scoops. As the distribution arm of S*uce, we were looking to introduce our designers to a wide range of regional and international buyers and the show provided us with that opportunity. The brands were really well received and we look forward to another successful show next year.”

Making the event even more successful and for one day only, Who’s Next & Premiere Classe in Dubai, launched the much awaited largest ‘Pop Up Store’ in the Middle East giving fashion‐lovers the opportunity to pick up one‐off pieces that were not yet available across the region.