UAE-Based Amira Haroon to showcase her collection at Fashion Scout London during London Fashion Week in September
Dubai. 9 August 2017. Dubai Design & Fashion Council (DDFC) in partnership with the FAD Institute of Luxury, Fashion & Style Dubai (FAD Dubai) announce Amira Haroon as the winner of the open-call that invited Emirati and UAE-based fashion designers to participate in Fashion Scout London during London Fashion Week in September of this year.
The selection process was carried out by an internal committee, and seven shortlisted designers out of the many applications received, presented their work to the judging panel on the 23rd July of this year. The judging panel included Jazia Al Dhanhani, CEO of DDFC, Sass Brown, Founder Dean of Dubai Institute of Design and Innovation (DIDI), Martyn Roberts, Managing & Creative Director of Fashion Scout London (FSL), and Shivang Dhruva, Founder of FAD Dubai.
The winner, Amira Haroon was brought up in Saudi Arabia, and is currently residing in Dubai. She pursed her education at Parsons School of Fashion and in 2011, launched “The Amira Haroon RTW label”. The brand’s signature style fuses modernity with cultural influences and versatility.
Martyn Roberts, Managing & Creative Director of Fashion Scout London said: “Dubai is home for a unique pool of talents, and DDFC is playing a fundamental role nurturing and supporting designers from the region.”
The ‘DDFC x FAD Dubai Fashion Showcase’ initiative is responsible for sponsoring the participation of Emirati and UAE-based designers to showcase at Fashion Scout London, the leading independent platform at London Fashion Week. Featuring the partnership between DDFC & FAD Dubai, the initiative is offered exclusively to DDFC members, and combines the Council’s efforts to foster the development of a sustainable fashion industry. Earlier this year, it paved way to the international debut of UAE-based brands Azzalia and Deborah Henning at London Fashion Scout AW17 which took place in February 2017.
Commenting on the selection of the winner, Jazia Al Dhanhani, CEO, Dubai Design & Fashion Council, said: “This is a rare opportunity for designers from the UAE to showcase their collections at Fashion Scout London, which has always presented designers to international media and buyers. “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.”
She also added: “This platform is one of the many advantages of being a DDFC member. Our membership places strong focus on promotion, business support and talent development, and offers emerging and established designers in addition to professionals and students the opportunity to learn, network and take part in exciting and promising projects and initiatives such as this one.”
Shivang Dhruva, Founder and Director of FAD institute of Luxury, Fashion & Style in Dubai also added: “We are excited at the prospect of showcasing Amira Haroon in the prestigious Fashion Scout London during London Fashion Week. 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.”
Fashion Scout London will be held during London Fashion Week from 15-19 September 2017.