Amira Haroon has been announced as the winner of the Dubai Design and Fashion Council open-call, and will be headed to Fashion Scout London, an independent showcase at London Fashion Week, which will be held from September 15 to 19.
Emirati and UAE-based fashion designers had been invited to participate in the DDFC initiative, which was held in partnership with the FAD Institute of Luxury, Fashion & Style Dubai.
Haroon, who was raised in Saudi Arabia, graduated from Parsons School of Fashion and in 2011 and launched The Amira Haroon RTW label shortly after. Currently based in Dubai, Haroon’s designs fuses modernity with cultural influences and versatility.
She was picked from seven shortlisted designers by an internal committee and was among the few who presented her work to a judging panel that comprised Jazia Al Dhanhani, CEO of DDFC; Sass Brown, founder dean of Dubai Institute of Design and Innovation (DIDI); Martyn Roberts, managing and creative director of Fashion Scout London (FSL); and Shivang Dhruva, founder of FAD Dubai.
The DDFC x FAD Dubai Fashion Showcase initiative aims to foster the development of a sustainable fashion industry. Earlier this year, it paved the way for the international debut of UAE-based brands Azzalia and Deborah Henning at London Fashion Scout AW17, which took place in February 2017.
“Showcasing Amira Haroon’s designs during London Fashion Week is an international celebration for all UAE-based designers, and a step further towards positioning Dubai as the leading destination for design,” said Jazia Al Dhanhani, CEO, Dubai Design & Fashion Council.
Shivang Dhruva, Founder and Director of FAD institute of Luxury, Fashion & Style in Dubai also added: “The representation of the UAE, and Dubai in this international event is a reflection of the support our designers here receive, and the importance of strategic partnerships with government entities that strives on a flourishing creative and diverse scene.”