Follow Vogue Arabia

What Not to Miss at Fashion Forward Dubai 2019

Fashion Forward Dubai

Bong Guerrero, CEO and Co-Founder of Fashion Forward Dubai.

Looking to bridge the gap between visibility and availability, Fashion Forward Dubai is back and premiering a social commerce platform “Shop the Show” for its October 2019 edition. “Extending the list of benefits we provide for our designers, this platform allows our audience to purchase everything seen during the shows and at The Garden immediately via their phones,” says Bong Guerrero, CEO and co-founder of Fashion Forward Dubai. Below, Guerrero’s top five things not to miss.


Fashion Forward Dubai

FFWD x Zbooni. Courtesy of FFWD

Fashion Forward Dubai has partnered with UAE-based social commerce platform Zbooni to create the region’s first-ever fully shoppable fashion week, delivering a virtually cashless marketplace that allows customers to engage directly with participating designers. The #shoptheshow digital platform will enable real-time sales to be completed at Fashion Forward Dubai and beyond via messaging services such as WhatsApp, which will be linked to a highly secure credit card payment gateway.


Fashion Forward Dubai

Models walk the runway for the Atelier Zuhra show at Fashion Forward Dubai on October 2017 held at the Dubai Design District. Photo: Cedric Ribeiro/Getty Images

A line-up of nine designers will showcase their collections at Fashion Forward Dubai for the first time with 12 established regional brands returning. Keep your eye out for Amato, Atelier Zuhra, Ezra, Yousef Al Jasmi, Arwa Al Banawi, Hessa Falasi, Behnoode, Mrs. Keepa, Roni Helou, Sadeem, and Varoin Marwah, along with a show from international brand Nadya Dzyak. New designers to the platform include Hass Idriss, Hazem Kais, Jessica K, Lobster Claw, Maison Farah Wali, Reemami, Thym, and Tanya Skaff.

READ The best Halloween nail art

3 d3 TALKS

Fashion Forward Dubai

A d3 Fashion Talk during Fashion Forward Dubai. Photo: Getty

Laudomia Pucci, deputy chairman, image director, and daughter of Pucci founder Emilio Pucci along with beauty icon and entrepreneur Joelle Mardinian, sustainability champion Shahd Al Shehail, will offer talks

This season Fashion Forward Dubai will host well known personalities including Laudomia Pucci’s, Deputy Chairman, Image Director, and daughter of Pucci founder Emilio Pucci; beauty icon and entrepreneur Joelle Mardinian; sustainability champion Shahd Al Shehail; a masterclass on digital storytelling; and Launchmetrics data-driven conversation on measuring influencer ROI.


Fashion Forward Dubai

The Garden during Fashion Forward Dubai. Photo: Getty Images

Guests can discover some of the region’s rising stars in The Garden, a showroom for over 20 regional designers ranging from ready-to-wear, jewelry, accessories, and interior pieces.


Fashion Forward

MBC Collective: Fashion Story 2019: How to Global Campaign. Courtesy of FFWD

Programming at Fashion Forward Dubai will also be highlighted by strong and relevant brand collaborations, notably with free fashion design school Creative Space Beirut and showroom Maison Pyramide, luxury retailer Tyrano, and accessible high-street fashion retailer Splash.

READ NEXT How Iris Van Herpen is paving the way for never-before-seen couture

View All
Vogue Collection