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UAE designers in focus at Dubai Fashion Fiesta 2010

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If your inner fashion snob thought the Dubai Fashion Week last April was an unruly event for loud teenagers and brain-dead socialite wannabes, forever skewing your view on the Dubai fashion scene, then maybe the upcoming Dubai Fashion Fiesta can change your mind.

Now in its fourth year, DFF, an official event of Dubai Summer Surprises, is another exhibition that attempts to realise Dubai’s dream of becoming a global fashion capital.

Scheduled to kick off from 22nd to 24th July at the Dubai International Convention and Exhibition Centre (DICEC), DFF is set to bring glitz and glamour on the catwalk as 22 fashion designers – established and emerging – unveil their collections with representatives from the global fashion industry.

What we like about DFF is the fact that it goes back to the fundamental motivations of staging a fashion exhibition. The event has aligned itself with a strong trade exposition segment with the intention of furthering the business of fashion in the region. Fashion, when stripped of all its glorious shimmer and glam, is a business after all.

We are going to see a number of interesting shows from names we already know, and ones with which we are very excited to familiarise ourselves. Furne One of Amato Couture, fresh from his stints at Germany’s Top Model and the Bench Uncut denim and underwear show in Manila, will grace the opening show with Panache Women of Australia and Archana Kochhar of India.

That’s right after the red carpet reception which will welcome a number of Bollywood stars including Celina Jetley, Riya and Raima Sen, if that’s your thing. There will be a total of nine shows presenting 24 designers from the UAE and beyond.

John Matthew from Emirates Vision, organisers of the Dubai Fashion Fiesta, said, “This year’s DFF will focus on UAE and India. Dubai continues to evolve into one of its largest market in the GCC, supported by key retailers and buyers from countries like Saudi Arabia, Qatar and Kuwait. It is estimated that the regional market for European fashion brands has grown over 25% and is expected to continue rising despite the prevalent economic conditions – if tapped into with the right kind of collections.”

We don’t know why the shows will feature Spring/Summer 2010 collections by the designers, seeing as we’re smack in the middle of Summer already. We were expecting to see a bonanza of Fall/Winter 2010-2011 collections, as they’ve already done recently in Berlin and Rome, and earlier this year during the Fashion Week circuit in the world’s four capitales de la mode, but oh well.