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Designer Diaries: Dima Ayad at LFW

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Day 2 – Friday, 18th February 2011

08:30 am – 12:30 pm:
Today is my birthday but there is barely time to think about it. Meeting my team in the meeting room we have rented for the morning. They have sweetly organized a huge bouquet of flowers and a card. I was told that I could only showcase 16 dresses, thus we are critically reviewing the 20 outfits I have designed – which ones will make the final cut and deciding on the running order.

I’ve seen them too many times to judge, so fresh pair of eyes really helps to discard the ones that aren’t catwalk worthy.
Some of the outfits we flew directly from the Dubai- tailor weren’t properly fitted cue panic and frantic calls to find a London-based tailor which would be available, like now!


Fashion is not for the faint of heart. Real work must be put in before the glamour can happen.

10:00 am:
Playing the music compilation in the background…we’re getting in the mood! One of the crucial details is to allocate the dresses to the models based on their photos and measurements sent to me, and deciding who will open the show and more importantly which dress will close it. I brought a Polaroid and we start shooting the different pieces.

11:00 am:
The photographer arrives and I start briefing her about tomorrow’s event.

13:00 pm:
Time to break for lunch. The rest of the afternoon is free to enjoy the city. I feel excited, restless, energized, with a million things running crazy in my head.

21:30 pm – 01:00 am:
I am hosting my birthday at Hakkasan for 22 people. I feel quite emotional to greet my friends, who have flown over to be with me on these two important events. The evening is lovely, lively, the food is yummy and everyone is getting in the mood. The staff then brings not one but three birthday cakes, and the whole table starts singing happy birthday, chorused by our fellow diners. For a few moments, I am no longer a fashion designer who is going to showcase her first collection at LFW tomorrow, I enjoy every second of that night and know I will treasure it for a very long time.

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