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This Virtual Pop-Up for Arab Designers is Returning for a Second Edition

Yassmin Saleh. Photo: Instagram/yassminsaleh

After a successful launch, virtual pop-up store Eastwave Concept is returning for a second edition. The online store supporting emerging and established Arab designers will make its comeback on September 18 with a fresh look and concept.

Titled Hit Refresh, it promises a variety of novel and intriguing pieces. The concept was born from the idea of fresh starts following the hardships brought on by the Covid-19 pandemic. “We, collectively, have been challenged to rise above the turmoil,” a statement from the pop-up reads.


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Founded by Judy Daghestani and Dana Mortada, the platform aims to utilize their industrial expertise and knowledge to highlight regional designers, with a focus on marketing their designs to a wider, international audience using e-commerce. Both founders are united by a single mission, “To support MENA designers in sharing their story with international audiences who care about bespoke and artisanal craftsmanship from the East.”

Aliel. Photo: Instagram/@aliel_official

This season, the pop-up will feature the work of 15 regional designers. Lebanese ready-to-wear line Blue For Burgundy, Leila Abo Tira’s Aliel Egypt, and Pearls and Rubies, known for their impeccable tailoring done in bold, jewel tones are just some of the designers part of the lineup. Aliel Egypt is defined by its trademark –  meticulous craft, both in a detailed eye throughout and the final finish. Zaid Farouki and Yassmin Saleh are also set to return for the second season. Saleh is known for each of her collections that are underlined by different socio-psychological phenomena experienced in the present day, while Farouki is known for his intricate, handpainted dresses.

Among the pop-up’s jewelry offerings are Laien, known for their timeless pieces, and Fyne, combining lab-grown diamonds and 18 Karat gold. Laien seeks to focus on combing sustainability with functionality and creating re-wearable pieces that stand the test of time.

Eastwave’s maiden pop-up store was held in August 2020 and featured a group of 16 designers from the region, including Lebanese labels Jessica K, Jeux de Mains, BLSSD, and UAE – based labels Nemozena, Talar Nina, among others.

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