Fashion Forward Dubai (FFWD) – the Middle East’s definitive fashion platform, will present a special collection by twelve regional designers for its third edition in Jeddah department store Rubaiyat, Stars Avenue during Ramadan, from May 17 until June 3. Dresses created by seven of those designers will also be available in Rubaiyat’s newly opened department store in Olaya Riyadh, KSA.

The impressive line-up of upcoming regional designers will showcase their Ramadan and SS 19 apparel and accessory collections at the Rubaiyat fashion stores, giving them access to a fashion-savvy clientele in The Kingdom and provide them a platform to grow their brand.

In line with Fashion Forward’s mission to encourage and develop the region’s young fashion talent, the pop up also offers independent designers’ access to retailers and markets that are otherwise challenging to enter.

“Fashion Forward Dubai is thrilled to continue expanding our partnership with the prestigious Rubaiyat. Our first two editions have resulted in several success stories for our designers. We are confident that this momentum will continue as we tap into new talent and markets with our growing roster of fantastic designers,” said Bong Guerrero, CEO and Co-Founder, FFWD.

The labels available at the Pop-Up are:

Apparel:

ARWA AL BANAWI– Like her eponymous label, Saudi-born designer Arwa Al Banawi is an eclectic mix of contrasts. Designed for the subtle woman, her aesthetic is both classically cool and undoubtedly feminine – earning her recognition from Vogue.com and a finalist position at Jeddah Vogue Fashion Experience.

BEIGE– Launched in 2017 by Muna al Othaiman, contemporary womenswear brand, Beige fuses clean silhouettes with impeccable tailoring, evoking timeless modernity. Sophisticated yet effortless, the brand seamlessly blends versatile shapes with minimalist details, exuding understated elegance. With a focus on luxurious fabrics and the perfect fit, Beige continually finds new ways to reinvent modest separates.

BINT THANI – Inspired by art and architecture since its inception (in 2012), BINT THANI offers curated collections that amplify the brand’s DNA of feminine and wearable styles for an international, design-orientated customer. Avant-garde influences, a use of asymmetric cuts and directional shapes, combined with a bold seasonal palette, all create and enhance the BINT THANI modernist code. Each season, designs can be effortlessly layered or incorporate adaptable pieces to provide versatility, which further add to the contemporary, luxury aesthetic for which label has become known. BINT THANI has a commitment to source in a consciously responsible fashion through the innovative use of sustainable materials and all of its products.

BTHAINA – Modern and feminine with a focus on exquisite detail, Bthaina fuses refined beauty with understated luxury. Based in Oman, Bthaina creates intricately hand embellished kaftans and abayas, taking inspiration from Eastern and Western elements. Luxurious, feminine and chic, Bthaina is the epitome of modest sophistication. Buthaina Al Zadjali started her label in 2010, designing kaftans and abayas for a few select customers. After an overwhelmingly positive response, she opened her first boutique in 2011. Passionate about art and fashion, Buthaina loves pattern and colour and finding new ways to recreate traditional Omani techniques. Her dream is to grow the brand internationally and to create a one stop destination for fashion and art lovers.

IAM MAI – IAMMAI is an experimental fashion brand based on capsule collections. It was created in 2014 to experiment by juxtaposing art and minimalism into modest fashion. IAMMAI was created by Mai Albudoor, an Emirati “designer of everything” with a background in art, architecture, interior, and graphic design. IAMMAI, as the name notes, is a self-expression of how Mai sees design, an elegant juxtaposition of modesty and minimalism.

MARINA QURESHI – Marina Qureshi succeeds in delivering romantic, beautiful construction creations that are wearable and will deliver, season upon. Detail is precise, proportions are perfected and contemporary cut keeping the finishing as first priority. There’s an emphasis and detail on every single garment, which is designed using only the finest fabrics of fine lace, silks, jacquards, organza’s and crepe all the fabrics are sourced from Italy and France. Marina Qureshi’s style of effortless elegance, pure romance, natural confidence, form and femininity is immediately apparent in her collections and this helps her confident, cosmopolitan customers create their own identity, celebrate their sophistication, femininity and womanly silhouettes. Her designs have been worn by the likes of Lara Stone, Ellie Goulding, Amanda Seyfried and the incredible Florence Welch.

NASIBA HAFIZ– The woman who wears Nasiba Hafiz isn’t afraid to try new things and isn’t restricted by background, place or time. She’s travelled the world over and knows how to inject her heritage into a style that is uniquely hers. Saudi-based Nasiba Hafiz started the brand in 2012.

NOON BY NOOR – Modern and effortless with a focus on striking prints and intricate embellishments, Noon By Noor’s refined aesthetic fuses understated luxury with a playful femininity. Inspiration is drawn from both Eastern and Western influences with an emphasis on sharp tailoring, clean silhouettes and attention to detail. Noon By Noor is a Bahrain based womenswear label founded in 2008 by designers Shaikha Noor Al Khalifa and Shaikha Haya Al Khalifa. Cousins and friends since childhood, they studied Fashion Design in the United States and after graduating, returned to Bahrain to bring their vision to life. The duo’s designs have been seen on the likes of Jennifer Lopez, Solange Knowles, Alexa Chung, Kate Bosworth, Poppy Delevingne, Olivia Palermo, Blake Lively, Miroslava Duma, Katy Perry and Coco Rocha to name a few.

RAMI AL ALI For Syrian-born designer Rami Al Ali, his love of refined aesthetics began at an early age. After astounding his professors with an unorthodox presentation of the core curriculum at the College of Fine Arts in Damascus, Syria, his true talent became apparent. Rami Al Ali graduated in 1995 and quickly started his fashion career in Dubai and Beirut. Today, Al Ali’s designs are sought after and worn by international celebrities including Beyoncé, Kelly Rowland, Jennifer Lopez, Kerry Washington, Chanel Iman, Carla Gugino, Isabeli Fontana, Aishwarya Rai, Vanessa-Mae, Yousra, and Googoosh among others. The Rami Al Ali woman subscribes to a hyper-feminine core aesthetic and can range from a blushing bride to a sizzling socialite.

SARA ALTWAIM– Born to a family of art lovers, Sara Altwaim developed a love for everything artistic. She took up writing poetry as a hobby and fashion design as her life’s passion.  After attending the college of arts and design in Jeddah, she went on to teach art and took the time to develop her own unique style in fashion. Her first collection launched in 2015, inspired by the Japanese blossom ‘Sakura’, was a collection of delicate and feminine pieces made from organzas and chiffons in pink. Her latest collection, Salam reflects the designer’s ideas of wishing peace for the entire world.

ZAYAN THE LABEL Established in September 2012, Zayan the Label is designer Zayan Ghandour’s contemporary ready-to wear line featuring signature hand embroidered motifs and custom illustrated prints, innovative cuts and modern silhouettes. A decidedly feminine spirit informs every collection, be it using a signature narrative, an unexpected design twist or a bright pop of colour where you least expect it. Every season, a tale of love and light is unraveled, and the delight is always in the detail.

Accessories:

SARAH’S BAG– Dynamic, passionate and determined, with an epicurean’s delight in beauty and art, founder and creative director Sarah Beydoun designs handbags and accessories that are known for their intricate craftsmanship, attention to detail and vibrant, high-spirited appeal. Sarah’s Bag was launched in Beirut in 2000.