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.”

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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”.

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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.

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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.”

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