It’s going to be a mix of familiar and new faces at Season 4 of Fashion Forward (FFWD), which opens on October 4 — four will be debutants. Of the 22 designers showcasing at the 19 presentations spread across three days, debutants will include Emirati designer Farha S, who will introduce her label Ceremony, and Lebanese designer Rayya Morcos, who recently won the regional round of the coveted Woolmark Prize. Morcos and her label Bird On A Wire will represent the Middle East in the international contest in Beijing in March 2015.
tabloid! introduces you to four of this season’s FFWD debutants.
Label: Ceremony Fashion
Designer: Farha S
Nationality: Emirati
Established: 2012
Based in: Dubai, the UAE
Line: “Ceremony is a feminine brand that desires to break the rules and deliver luxury pret-a-porter, bringing the kind of exceptional ‘fashion off the rack’ that had only been available as couture.”
Philosophy: “The collection aims to provide women a new way of creating a unique identity, giving them confidence and allowing them to be both stylish and sophisticated.”
Why FFWD?: “Fashion Forward is the definitive platform to showcase my talent. Many of the local and regional designers I look up to have been a part of Fashion Forward in the previous years, and I feel honoured to share the same platform with them this season.”
Look out for: “Oriental prints and traditional patterns with a modern twist.”
Go to: www.ceremony.ae
Label: Maral
Designer: Maral Yazarloo
Nationality: Iranian
Established: 2013
Based in: India
Line: Women’s Ready to wear
Philosophy: “Using pure fabrics, modern cut, traditional hand work with a perfect finish.
Why FFWD?: “After getting exposure in Europe and Asia, we are planning to open soon in Dubai”.
Go to: www.maralyazarloo.com
Label: Hasan Hejazi London
Designer: Hasan Hejazi
Nationality: English/Jordan
Established: 2010
Based in: London
Line: Women’s eveningwear
Philosophy: “Luxury eveningwear, contemporary, glamourous but mixed with sportslux elements.”
Why FFWD?: “It’s a great platform in the Middle East and I feel it’s a great location for my brand and philosophy.”
Look out for: The Audi dress designed in collaboration with Audi Middle East.
Go to: www.hasanhejazi.com
Label: Bird On A Wire
Designer: Rayya Morcos
Nationality: Lebanese
Established: March 2012
Based in: Beirut
Line: Women’s ready-to-wear and jewellery
Philosophy: “Bird on a Wire designs and ‘builds’ objects from an architectural and tridimensional perspective. New technologies and materials are used, relinquishing now obsolete techniques and traditional raw materials.”
Why FFWD?: “Because it’s the best Middle Eastern platform for professional designers, great exposure and impeccable presentation.”
Go to: www.birdonawireonline.com
