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Arab Fashion Week Comes to a Close

Pia Wurtzbach wearing Amato Couture for the Arab Fashion Council. Arab Fashion Council.
Pia Wurtzbach wearing Amato Couture. Arab Fashion Council.

The virtual edition of Arab Fashion Week Women’s Autumn/Winter 2021/22 concluded on 1 April, after five days of shows presented by 26 designers that hailed from across Europe, America, Asia and the Middle East.

Collections were presented via livestream facilitated by a partnership with Facebook, Inc. platforms, with more than 100 million views recorded throughout the five days, according to fashion week organisers. Individual shows, including those from Dubai-based Amato Couture and Michael Cinco, as well as Parisian label Germanier, saw in excess of 20 million views each.

“Whilst we are all so eager to return to be immersed in the magic of physical shows once again, technology has enabled designers to articulate their story by a powerful means that has harnessed inclusiveness by engaging new audiences, achieving impressive numbers as well as making it easier for buyers to order directly from designers in real time,” said Jacob Abrian, founder and chief executive of The Arab Fashion Council, which organises the event.

On the opening day, Amato Couture’s show, featuring former Miss Universe Pia Wurtzbach, was a highlight, with the brand’s creative director, Furne One, later describing the collection as “completely sold out” according to information provided to BoF by The Arab Fashion Council.

Rising Arab designer, Zaid Farouki partnered with BIC (primarily known as makers of stationery, lighters and shavers) which has purchased his collection to display at their museum in France. Meanwhile, Dubai-based Filipino designer, Michael Cinco, showed his latest collection on the closing day of the event, also using the occasion to launch his first perfumes for men and women.

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