Eight aspiring fashion designers from the UAE are this week embarking on a once-in-a-lifetime opportunity that will see them receiving mentorship at the renowned London College of Fashion, one of the world’s most esteemed and highly regarded fashion schools. Commencing Monday, July 25, the young designers will be the first participants of a unique programme launched by Irthi Contemporary Crafts Council, under (Nama) Women Advancement Establishment umbrella, an organisation established to foster the entrepreneurial attributes of women working in the creative fields.

Titled ‘Azyame,’ the Irthi Contemporary Crafts Council’s fashion programme sees the 8 successful applicants participate in a comprehensive mix of workshops, business mentoring and showcasing opportunities, with the activities delivered both in Sharjah, UAE and at the London College of Fashion London, UK. The initiative has been designed to equip talented young designers from the UAE with the skills needed to make it on the big stage and to launch an array of successful new Emirati brands.

“The Azyame Fashion Entrepreneurs Programme provides an unrivalled opportunity for UAE fashion entrepreneurs to achieve global recognition and have their work reach new markets. Irthi Contemporary Crafts Council has teamed up with the esteemed London College of Fashion for the first time to offer a package of dedicated support designed with the joint aim of bringing out the best in the country’s talented designers and launching a number of exceptional fashion labels from the Emirates. We are delighted that the first 8 recipients of the programme will soon be embarking on their exciting new venture,” said HE Ameera BinKaram, Deputy Chairpersion of Nama Women Advancement Establishment and Chairpersion of Sharjah Business Women Council.

An initiative under NAMA Women Advancement Establishment,  Irthi Contemporary Crafts Council was established to nurture the talents working in the fields of fashion as part of its support for contemporary and traditional crafts. The council forms a tangible component of NAMA’s vision to create a structure of subsidiaries dedicated to activating and elevating women’s role and enhancing their opportunities in the economic, professional and social sectors. Mandated to launch, manage and supervise programmes that develop women in the UAE, the region and internationally, (Nama) works to achieve its objectives by forging collaborative ventures and partnership agreements with renowned local and global bodies.

Azyame targeted fashion businesses in their first one to two years that want to take their existing fashion labels to the next level, alongside fresh graduates and young designers keen to start up their own fashion companies. The scheme selects 8 winners who go on to receive expert tuition on how to set up and run a label, with a strong component focusing on the business and technical aspects of building a brand. With each of the participants having their programme individually tailored to their career level and business objectives, the organisers of the course say that it offers a major opportunity for fledgling and prospective designers to make it on to a global stage, as well as brings new ways of thinking to traditional practices.

“It’s vital for the fashion industry that we, as a college, support new and exciting talent. We have a genuine interest in regions outside of the industry’s traditional markets, as they often provide fresh ideas and innovative approaches.  We are delighted to have partnered with the Irthi Contemporary Crafts Council for the Azyame Fashion Entrepreneurs Programme, which will introduce the UAE’s fashion designers to new audiences, and offer them the opportunity to grow in the global fashion marketplace,” said Barbara Bell, London College of Fashion.

The inaugural batch of eight students under the Azyame programme will receive mentorship from London College of Fashion’s Toby Meadows, fashion business consultant and author of ‘How to Start Your Own Fashion Label,’ with the names of the talented young designers aiming to put the UAE on the world fashion stage being: Alia Al Falasi, Asma Abuseem, Faisal El Malak, Hessa Al Obeidli, Latifa Al Gurg, Megan Jonk, Mona Fares and Sama BinKaram.

Each of the students will enjoy an array of other benefits over the course of its 12 months, including the opportunity to present their brand ideas and gain valuable feedback from a panel of experts, attendance at brand workshops designed to assist taking their business development to the next level, and meeting experts in buying, PR and production that are matched according to their individual requirements. They will also be able to showcase their collections at number of fashion events both in the UAE and the UK.