Born and raised in Cairo, I grew up watching a TV program that  my mother and aunts used to religiously follow, called “Laky ya Sayedaty” (For You, My Lady). Growing up and choosing a career in fashion (a career that I had to ditch five years of Pharmacy School for), those Laky ya Sayedaty shows  proved to be a turning point my life. Yes, I attend fashion shows and parties for a living. My job requires me to travel all over the Middle East hunting for the best of the best of the fashion industry.

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So attending Fashion Forward Dubai (FFWD), the Middle East’s biggest fashion event was  mandatory  for me.  It could be considered  the Dubai Fashion Week; but the multi-national team behind it preferred it to have its own unique name rather than  using the clichéd “Fashion Week” one.

Fashion Forward Dubai hosts a number of fashion shows featuring designers such as Zayan Ghandour, Essa Walla, Rami Kadi, Amato, Tahir Sultan, and Starch foundation.  It organizes fashion talk panels, workshops and a number of stunning after parties. Alongside FFWD’s eventful schedule is a very organized small bazaar called “The Garden” .It’s usually  annexed to the event, presenting around 60 local designers from all over the region, including our own favorite young Egyptian designers such as Koukla and Nada Akram, to the crowd.

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For three consecutive outstandingly successful seasons, FFWD has succeeded in attracting Dubai’s crème de la crème, social elites and fashionistas as well as hungry fashion crowds flying over from all over the Middle East. It’s always exciting to watch and criticize their fancy designer outfits as they  head to see what new the FFWD participating designers had to offer.

For over a year and a half, every season, the luxurious ballrooms of Madinet Jumeirah welcomes from 15,000 to 18,000 guests, a number that reflects the fashion obsession  recently taking over the Middle East.
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I have never missed a season, until this latest fourth season. Personally, I thought the second season was the best by far. I felt that it was a fast growing  more popular event, attracting more and more of the Middle East’s well-celebrated designers. Season three was the most publicized; with huge billboards across the famous Sheikh Zayed road, coupled with an aggressive digital campaign. Unfortunately, this marketing approach attracted the wrong audience; people showed up to take photos and post them on Instagram, and check-in on Facebook.  The panel talks and workshop sessions were nearly empty while  the crowd hung outside.

The shows were something else. Crowds were queuing outside  for hours trying to get in. People were pushing and shoving each other in most  queues, and racing over to the front seats, as the seating panel was on first come first serve basis.  The shows were spectacular as usual, but in between, I felt bored to tears.  I had walked enough down those catwalks with the luxurious huge chandeliers; I had seen the same faces for the last three seasons, same photographers stalking the same people, even the same designers’ showcase in the same halls. I had this mix up with reality and déjà vu. It was the same vibe, same set up; I felt  it was turning commercial.

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So when I received my invitation for FFWD season 4, I didn’t get excited at all. I didn’t have that urge  to dress up and put on some fancy heels and walk down the corridors of Madinet Jumeirah AGAIN. I believe FFWD needs to diversify venues. You know what makes people kill over getting invitations for Paris Fashion Week? Not just the amazing designer shows, or the coolest crowds, it’s also the fabulous exotic and historic places that the designers compete to book. FFWD also needs to vary the designers’ list which has had regulars since the very beginning. People need to see different faces, because at some point we get the feeling that we have seen those designs before, FFWD needs fresh new blood..

This year, the organizers insisted on holding the event during the Feast break, if anything, it proves that  they are only looking for profit, targeting the Middle Eastern tourists who will be on vacation in Dubai to shop at the bazaar. It was a double-edged sword. They  didn’t consider that it was also the boutiques’ buyers’ official vacations, and that most of the people who fly specially for this event, would rather spend these holy days with their families and loved ones at home.

They ignored that obvious fact, so people simply didn’t go. Some designers like Essa withdrew last minute, a lot of buyers preferred to wait for next spring season, and most key  international media and local journalists became reluctant to cover the event. Having said all that, I still have hope that they will acknowledge their mistakes. FFWD has strong potential and huge capabilities, but needs to refresh its resources. This is not what I’ve come to expect from such a huge event in  a non-traditional vibrant city like Dubai.

Noha Youssef,

FASHION BLOGGER (CHANEL, CUPCAKES, CAMERAS & CRAYONS)