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Regional designers recreate traditional couture

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One of the most awaited fashion shows in the region started yesterday at the Dubai Mall. Considered as a signature event of Dubai Summer Surprises (DSS), Sheila and Abaya Fashion 2010 kicked off with great interest to local style enthusiasts as various collections from the region’s top designers took the mall’s state-of-the-art Fashion Catwalk.

Scalini, Ameera Aamer, Sheka Hend and Homa Q were among the designers on show.

According to Dubai Events and Promotions Establishment, the organizing agency for DSS, “Sheila and Abaya Fashion provides a platform for designers across GCC to showcase the latest designs in sheilas and abayas that are an integral part of Arab culture. Over the years, the event has become known as a one-stop point for buyers, designers, and fashion enthusiasts to share and discuss ideas on Arab fashion that caters to an extensive market.”

Indeed, with the show’s amazing line-up of designers and labels improvizing traditional clothing with more contemporary look, Sheila and Abaya is proving itself as an essential avenue in showcasing regional talents in fashion design.  This year, the four-day event highlights twelve designers and two fashion labels.

Didn’t get to see the first day of Sheila and Abaya Fashion 2010? No worries. Until July 11, more shows are still going to run in the Dubai Mall daily from 530pm up to 745pm. Catch the shows, and enjoy the creative take on sheila and abaya by Khyoot, Hanady Ahmed, Mona Fares, and Hessa Al Falasi’s fashion label Nabrman, Huda Malaak, Diala Kabbar, Hanayen, Habayeb and Sara Hegazy.