DUBAI: Three fashion industry insiders have joined forces to highlight up-and-coming luxury brands from the Middle East and Europe in the heart of London.
Co-organized by Rama Affara, Dyna Fayez and Leen Akkad, British fashion industry experts of Syrian heritage, the event will be held at The Wellesley Knightsbridge from Dec. 4-6. Guests will gain an insight into brands such as Sanaa Furs, Fehmida Lakhany, Louma Fashion Paris, Francis De Lara and Noah Perfume.
“The event aims to highlight the role of young Middle Eastern women entrepreneurs in connecting the Middle East and UK luxury markets,” Affara told Arab News. “By hosting this showcase in London, we bring high-end guests from both regions together to discover exceptional brands — some from the Middle East and others from Europe — through the lens of our cultural background, taste, and vision.”
Exclusive collection previews, demonstrations and networking opportunities will be key pillars of the three days.
“By bringing influential guests from the Middle East and the UK together, we bridge two markets that rarely interact intimately,” said Affara. “Networking allows brands to meet the right audience and guests to discover labels they may not have encountered otherwise. It also encourages long-term partnerships, collaborations and cultural exchange, positioning Middle Eastern women as facilitators of these cross-cultural relationships.”
The curation of labels is wide-ranging, with fine jewelry house Fehmida Lakhany, Paris-made fashion brand Louma Fashion Paris and Francis De Lara, which offers fine jewelry eyewear, taking part.
“Growing up surrounded by artisanal traditions and strong female influences, we wanted a mix that reflects both heritage and modern luxury. The selection includes a Middle Eastern fur label, a distinguished French fashion brand, and premium British jewelry and jewelry eyewear brands. Together, they offer a cross-cultural luxury experience,” Affara added.
