DDFC X FAD showcase Amira Haroon’s SS18 collection at Fashion Scout during London Fashion Week

Dubai Design & Fashion Council (DDFC) in partnership with the FAD Institute of Luxury, Fashion & Style Dubai (FAD Dubai) showcases Amira Haroon’s Spring/Summer 2018 collection at Fashion Scout during London Fashion Week.

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 in the UAE and MENA region. UAE-based brands Azzalia and Deborah Henning were awarded the opportunity last season.

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.”

Shivang Dhruva, Founder and Director of FAD institute of Luxury, Fashion & Style in Dubai also added: “We are excited to unveil the second season to strengthen the representation of the UAE, and Dubai in international platforms. The DDFCxFAD Dubai Fashion Showcase is a reflection of the support UAE and Middle-East designers receive, and the importance of strategic partnerships with government entities that strives on a flourishing creative and diverse scene.”

Amira Haroon was brought up in Saudi Arabia, and is currently residing in Dubai. She pursued 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.

Amira’s collection is inspired by American pop culture – music has always been able to break geographical boundaries. This season’s muse is Whitney Houston – both her music and her timeless style inspired many generations of musicians and fashion designers alike. Amira would like to reimagine Whitney giving her powerful performances in today’s time. Through her Amira sees a strong woman wearing her personality in her hair and outfit, her effort and achievement. This signifies the woman of 2018.

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