Arab Fashion Week (AFW) will be kicking off at the end of next month, but this year the industry will experience the latest and greatest in Arab fashion and design in a whole new manner…
The Arab Fashion Council (AFC) has just confirmed that the biannual event will be going entirely digital, in a move to ensure the safety of the fashion community and to promote sustainability within the industry.
“We are thrilled to be able to revolutionize the traditional calendar by adapting a new digital experience that best fits the global financial and digital trend. We consider this move as a victorious step to shape the future of the fashion system into a more consumer conscious platform and sustainable culture, ” Founder and CEO of Arab Fashion Council Jacob Abrian said.
The three-day long fashion event will be streamed on the AFW website and will be broadcasted live to hundreds of millions of viewers, both via the website and in partnership with leading social media platforms.
Anyone is able to tune in and watch the shows and talks online. Consumers will also be able to directly purchase items the collections shown online via a designated luxury e-commerce platform, setting a new precedent where the public will have access to runway pieces six months prior to retail distribution.
Shoppers who wish to purchase items from a brick-and-mortar store will be able to buy the collection off the shelves at a dedicated pop-up in 1422 Concept Store at City Walk, Dubai.
“Today, more than ever, the traditional fashion system is in dire need for revolution and innovation. . . What we cherish now, the way we perceive luxury and the way we engage with things is completely different with how it used to be when the current fashion system was last updated in the last century. COVID-19 . . . has been the key accelerator to lead decisions in reshaping the norms,” Chief Strategy Officer of the Arab Fashion Council Mohammed Aqra said.
Other notable fashion weeks around the world, such as London and Paris Fashion Week Men’s showcases, have also recently announced digital or virtual presentations as oppose to sticking with the traditional model.