Dubai: Amateur and aspiring local fashion designers now have a platform to help launch their creations on a national and regional platform all thanks to a student-led initiative.
The Rabbit Hole works to promote Emirati and Gulf brands to help increase the visibility of GCC designers in the UAE and the region at large. It is run by a group of nine students from Zayed University (ZU).
"There are a lot of young and talented Emirati and Khaleeji designers that don't know how to brand their creations properly," said Sara Al Madani, 21, head of communications at Rabbit Hole. "They don't know the process of creating a fashion line in terms of the branding, promotion or marketing."
The idea for the Rabbit Hole was born in October 2011 at the Dubai Startup Weekend, which is an event that brings like-minded people together to help launch start-ups. At the event the team was awarded the Khalifa Fund first prize of $5,000 (Dh18,361).
"I got involved with the team because it's a unique idea that will benefit the country and its people," said Sara. "You walk into malls in your own hometown and don't see any local brands or designers, while we know the talent is available."
The initiative's name is inspired by the story of Alice in Wonderland and her life-changing fall down a rabbit hole.
The basic idea is to connect amateur designers to potential investors through an annual event that provides them with a platform to showcase theirs brands. The team is currently in talks with private investors as well as local establishments such as UAE-founded boutique, S*uce.
"We've gained our popularity from social media, mainly twitter," Sara said. "S*uce, for example, contacted us on twitter."
Rabbit Hole will host its first annual event in May in one of Dubai's shopping malls.
Quite a buzz
However, it has already generated quite a buzz through two ‘mini-events' it hosted at ZU. The main event promises to be a unique fashion extravaganza, with live fashion shows and other activities.
"To promote the main event we have two mini-events at ZU, one in Dubai and another in Abu Dhabi," she said. Sara, who studies media sciences at ZU, got involved with the Rabbit Hole initiative not only because it appealed to her but to gain valuable work experience.
In preparation for the big event in May, which will double as the initiative's official launch, the handpicked designers are currently being prepped through a series of workshops.
The team is also looking for reliable volunteers to help out. The Rabbit Hole's next appearance will be at the ZU Carnival this Tuesday and Wednesday. For more information log onto http://therabbitholeuae.wordpress.com.
