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AFW is the world’s only platform that pioneers the concept of Ready-Couture. After its success, the AFW paves its way to celebrate Dubai as the capital for Pre-Collections.
As Paris is the Haute Couture capital of the world, Dubai aims to be the capital of the Ready-Couture as well a perfect destination for Pre-Collections happenings.
Our concept is to offer a single 5 days event that gathers buyers, UNHI clients, and press from around the world, likewise, a key-in-hand opportunity to organise a Pre-Collection or Ready-Couture fashion show creating impactful events and photo content for the brands.
In today’s world, the same 10k euro dress is being sold in 100 plus point of sales around the word. However, the luxury client is looking for more privacy and exclusivity at that price point. In 2017, he or she also looks for more social responsibility and care for ecology.
Ready-Couture is the answer to all these concerns by diminishing ‘à-la-chaine production’, and re-establishing a more privileged designer/ client relationship that has been lost with Ready-to-Wear.
It is also the economic model that fits the Middle Eastern and Asian markets the best knowing that the designers of those regions create custom garments for their clients in need of adjustments or personalisation, as opposed to mass producing due to the lack of infrastructure but also traditions and personal preferences.
While the Pre-Collection presentations are scattered around the world, it becomes tough for buyers and press to follow; however, Pre-Collections are the fastest rising RTW seasons and the most successful in stores. “I had no concept that these additional lines would come to represent such an important part of my budget,” Bridget Cosgrove, Fashion Director of Boutique1, says.
Consequently, AFW decided to open their impressive infrastructure to brands wishing to increase their pre-collection visibility by hosting them in a truly exotic travel destination that is Dubai. (just as Chanel and Public School recently did).
The AFW will provide the perfect infrastructure for hosting the show, buyers, and press at the world’s longest structure The Meydan Hotel & Grandstands, creating a real excitement around the new collections.
The registration for the Arab Fashion Week entitles the Buyers to receive their badge to attend all the Fashion shows, Conferences, Showrooms entry, and related Events.
Please fill in the form below to register as a buyer.
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ARAB FASHION WEEK (AFW)
The world’s only destination for the Ready-Couture
Dubai 16-20 May 2017