Fustany Team 
Today marks the kick-off of Fashion Forward Dubai Season 8. Yes, we're witnessing the first day of one of the leading (bi-annual) regional fashion events, which is taking place at Dubai Design District, and we can't wait to see what's in store for us.
A selection of the best regional fashion designers will be presenting their Spring/Summer 2017 collections at Fashion Forward Dubai Season 8, and we decided to have a little chat with them. Who's involved in Day 1 of FFWD, and what did they prepare for this major event? Keep reading to find out...
1. Arwa Al Banawi
Introduce yourself.
I’m Arwa Al Banawi, creative director of my eponymous label from Jeddah, Saudi Arabia. After studying at the London College of Fashion in Dubai, I launched my debut collection in 2015 with a passion for dressing women in androgynous suits, and an eclectic mix of contemporary pieces.
What makes Fashion Forward Dubai different than any other fashion week?
We feel it’s family – my label’s based in Dubai, so having to show here at FFWD is a joy.
Tell us about the process of preparing for Fashion Forward Dubai.
It’s exciting and tiring at the same time. We have to make sure the theme of the collection translates in the show, from the way the models walk to the ambiance of the set.
Describe your collection in 3 words.
Effortless glamour, modern retroism, fun!
A fashion rule that you believe every fashion savvy woman should break is…
Love yourself, and for that, you deserve to buy the shoe you’ve been eyeing for a week.
2. KAGE
Introduce yourself.
My name is Basma Abu Ghazaleh, and I'm the founder of KAGE. The fashion label, KAGE, was established in 2009 coming from my passion for fashion, as I wanted to reflect women's fun and care-free spirit through my different designs.
What makes Fashion Forward Dubai different than any other fashion week?
Dubai is the number one destination for fashion and shopping lovers in the Middle East; we have Dubai Design District and Dubai Design and Fashion Council, which really supports the industry. In addition to that, Fashion Forward is considered a great platform to introduce fashion labels that want to breakthrough in the region. You can notice that many emerging fashion designers join the event year after year, which attracts several media and people who are looking for the latest trends in the fashion world.
Tell us about the process of preparing for the Fashion Forward Dubai runway.
Firstly, we make sure that the collection is ready weeks prior to the fashion show. As for other preparations, we try to create an atmosphere that goes with the collection itself; we focus on the genre of music that will be played, the decor, the makeup and just everything that the audience will live, to guarantee a thrilling fashionable experience.
Describe your collection in 3 words.
Colorful, bold and playful.
A fashion rule that you believe every fashion savvy woman should break is…
I think every woman must stop following fashion trends too literally. Every person must find what's suitable for them, in terms of design, silhouettes, and colors. You shouldn't be running after trends that don't match you and your personality.
3. Kristina Fidelskaya
Introduce yourself.
I’m the founder and creative director of my own contemporary fashion label, Kristina Fidelskaya, designed to empower the modern woman without compromising on femininity. Art was always a passion of mine from an early age, and as I got a bit older I was always interested in creating and designing something for myself. Little did I know that I’d become a fashion designer, but after studying at Esmod I knew this was the path that I wanted to take.
What makes Fashion Forward Dubai different than any other fashion week?
The extraordinary progress of the region’s fashion industry remains constant and inspiring, and Fashion Forward provides a great platform for regional fashion designers, as well as fashion enthusiasts, to showcase and preview their talent and their brand. They not only provide a platform for new and local designers, they nurture them and provide tools to help them be successful.
Tell us about the process of preparing for Fashion Forward Dubai.
As with any runway show, there are so many moving pieces. It’s all about organizing each element that will tell the complete story of our collection. Although the garments themselves are the most important aspects, we have to keep in mind the mood and translate that to hair, makeup, sound, etc.
Describe your collection in 3 words.
Romantic, sensual, empowering.
A fashion rule that you believe every fashion savvy woman should break is...
Don’t try to look or be like anyone else.
4. Hâshé
Introduce yourself
Ava Hashemi, Creative Director at Hâshé, a high-end RTW womens-wear and accessory label based in Dubai and most recently North America.
What makes Fashion Forward Dubai different from any other fashion week?
FFWD is a great platform for regional designers. The team has done a great job at attracting the right crowd to attend the event. The introduction of “Presentations” is also a great way as a designer to convey the message and mood of the collection through to the audience.
Tell us about the process of preparing for Fashion Forward Dubai.
Well, there is the standard process of creating a new collection, that starts from sketching all the way to two phases of sample productions, fabric sourcing and sampling, final construction, and photography. All this takes about 5 months to do. Closer to the show date, we start brainstorming and bringing to life the concept of the presentation or show that is then translated into the set up of the show and styling of the models. Lastly, there is a lot of last minute alterations and arrangements that is required for a smooth presentation.
Describe your collection in 3 words.
Expressive, clean, ironic.
A fashion rule that you believe every fashion savvy woman should break is…
There is a big distinction between norms and rules. I don’t think there is or should be any rules in fashion. The submission and compliance to the norms can often get confused with rules. Unfortunately, there are so many restrictive norms when it comes to style and fashion, but if I had to name one it would definitely be that cuff-links and ties are as much for women as they are for men. I like to see more women introduce these two very interesting accessories to their wardrobe.
5. House of Nomad
Introduce yourself.
We’re Ahmed and Saleh, creative directors of House of Nomad based in Dubai. We founded the label in 2014 focusing on sports luxe – think bomber jackets, jogger pants, cropped tops and fun, versatile separates.
What makes Fashion Forward Dubai different than any other fashion week?
What makes FFWD so special is that it brings together designers and fashion professionals from the GCC and MENA together in one spectacular event, which has never happened before. It’s amazing to have a platform like this.
Tell us about the process of preparing for the Fashion Forward Dubai runway.
This season at FFWD is a particularly unique experience because we’re being supported by Reebok and our first time showing at FFWD’s new home Dubai Design District! While we work alongside the brand, we go through castings, fittings and prepare for a fun set that I hope our guests will enjoy.
Describe your collection in 3 words.
Fun, young, quirky.
A fashion rule that you believe every fashion savvy woman should break is…
We don’t believe in fashion rules, we believe it’s an expression of one’s self so there shouldn’t be any limits.
P.S. Follow us day by day to get an insider's look at Fashion Forward Dubai Season 8, and meet the designers who'll be showcasing their Spring/Summer 2017 collections.
