A Chat with Designers Showcasing at Day 3 of Fashion Forward Dubai Season 8

Introduce yourself.
I'm Lobnan Mahfouz, a fashion designer from Lebanon. I studied in ESMOD Lebanon, and worked in several countries, such as Turkey, China and India for 4 years, before launching my very own label, Perverse.

What makes Fashion Forward Dubai different than any other fashion week?
Fashion Forward is considered a platform for regional fashion designers who want to take their labels to the next level in the Middle East. It just gets better, year after year.

Tell us about the process of preparing for Fashion Forward Dubai.
Just like any other collection, I start with an inspiration that gets translated to cuts, fabrics and silhouettes. Afterwards, the looks get showcased with music and a suitable ambiance!

Describe your new collection in 3 words.
Athletic, bold, and unisex.

A fashion rule that you believe every fashion savvy woman should break is…
Fashion shouldn't know any rules! Every woman should just follow a rule which makes her style distinctive.


2. Salim Azzam

Introduce yourself.
I'm a storyteller from a small town in Mount Lebanon.

What makes Fashion Forward Dubai different than any other fashion week?
Fashion Forward sheds the spotlight on fashion designers in the Middle East, which motivates emerging talents, and helps them grow their fashion labels all around the world.

Tell us about the process of preparing for Fashion Forward Dubai.
The collection itself comes first, along with the story behind it. And then I start thinking about the music of the show, etc.

Describe your new collection in 3 words.
Authentic, stories, warmth.

A fashion rule that you believe every fashion savvy woman should break is…
Not to follow fashion, but just pick what suits her and her personality.


3. Timi Hayek

Introduce yourself.
My name is Timi Hayek, I studied Fashion Print at Central Saint Martins in London and worked for Louis Vuitton and Alexander McQueen. I launched my first eponymous womenswear collection with the Starch Foundation at Fashion Forward in 2014 and opened my first boutique in Beirut one year ago. I make everything by hand through slow and thoughtful design, I believe in producing beautiful quality clothing that lasts.

What makes Fashion Forward Dubai different than any other fashion week?
Fashion Forward is a wonderful platform in the Middle East for clothes, and definitely the best one in the region. It attracts great talent and gives designers a voice and a place to meet and interact.

Tell us about the process of preparing for Fashion Forward Dubai.
My collections usually start with gathering visual research; imagery and themes that I find inspiring. Then comes the fabric sourcing. This stage usually dictates what direction the collection will be going in. Once the fabrics are chosen, then I can start draping and designing the outfits.

Describe your new collection in 3 words.
Windswept, raw and rugged.

A fashion rule that you believe every fashion savvy woman should break is…
I think it’s important to feel comfortable and confident in your clothes, regardless of what is trending. So if breaking a trend means being comfortable and confident, then go for it!


4. Mira Hayek

Introduce yourself.
My name is Mira Hayek and I am the founder and creative director of ready to wear brand MIRA HAYEK. It is dedicated to the urban lifestyle – a brand that is positioned on contemporary sportswear looks for an eclectic crowd.

What makes Fashion Forward Dubai different than any other fashion week?
Fashion Forward is a platform that gives emerging and established brands both regional and international exposure. The opportunities in terms of meeting press, buyers and of course clients in the region is definitely what sets FFWD aside in terms of fashion weeks for emerging brands.

Tell us about the process of preparing for Fashion Forward Dubai.
When the samples of the collection are finally produced, it’s time to brainstorm for the presentation. In terms of choosing styling, hair and makeup and set design it all comes down to the inspiration of the collection and the mood you want to project for the season. A few days prior to the show, I travel to Dubai with my team, go through casting, fittings and trials for hair and makeup and this I the vision starts coming to light. Then finally, rehearsals and the big day!

Describe your collection in 3 words.
Graphic, playful, colorful

A fashion rule that you believe every fashion savvy woman should break is…
Overdoing it.


5. Dima Ayad

Introduce yourself.
I’m Dima Ayad, a Lebanese ready to wear designer based in Dubai. I established my namesake label in 2010, having in mind designing pieces that celebrated the female form, no matter what shape or size.

What makes Fashion Forward Dubai different than any other fashion week?
It’s become the platform for the region to help build on local talent and take it internationally. Dubai is home, and having a local platform to take us to another level is in fact a blessing.

Tell us about the process of preparing for Fashion Forward Dubai.
It will be my first time showing at FFWD’s new home in d3! And I have something unique in store for my presentation that will really highlight what my brand stands for – celebrating the female form, whatever shape or size. So apart from the usual fittings and styling before a show, I’ve done preparations for this one of a kind experience.

Describe your collection in 3 words.
Modern dramatic romance.

A fashion rule that you believe every fashion savvy woman should break is…
Wear what suits you even if it’s not on trend!