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Current Fashion Scene in the Middle East There have been many attempts at fashion weeks but not one definitive event that merits the attention & respect of the regional and international community. Most previous attempts have adopted a copy-paste approach to successful international fashion weeks without properly evaluating the region s needs and standing. While the Middle East is very promising, it has yet to reach its full commercial and production capacity typically attached to fashion weeks. More often than not, there have been shortcomings in a proper representation of the region s talent. From a production aspect, international standards were rarely met.


FFWD Vision & Mission Fashion Forward (FFWD) aims to be the definitive fashion platform for the entire Middle East. FFWD is not a week of fashion nor a fashion week. FFWD is a movement. Recognizing the strengths and weaknesses of the community, FFWD s mission is to drive the entire fashion industry in the region forward. FFWD will take place bi annually, in the months of April and October. FFWD is open to reputable designers that are originally from, or based in, the Middle East.


FFWD Event Concept & Positioning Statement •  FFWD will be the ultimate platform for the regions established and emerging fashion designers to showcase their collections to consumers, media & buyers, in a professional and cost effective manner. •  FFWD will also be a venue for education and exchange supported by renowned academic partners. Each season will host a series of forums, discussions and presentations with global role models and leaders, to inspire and nurture industry growth.


Event Format


Three catwalk arenas of varying sizes & packages • 

The varying sizes and packages will address different production demands of the participating designers.

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The multiple halls will complement the dynamics of the event. Shows can be efficiently scheduled, allowing ample time for set up and preparations.


Dedicated areas for forums, discussions & presentations Programming will be curated by leading fashion & design schools worldwide and industry experts. Inspiration keynote addresses, presentations & panel discussions by celebrity achievers..


Social Events & Fashion Parties Social events and fashion parties for the fashion community are strategically scheduled in between shows and forums for dynamic programming and optimal attendance.


FFWD Achievement Award & Scholarships From Season 2 (Oct 2013), FFWD will pay tribute to a designer, patron or entity that has contributed tremendously to the progress of the region s fashion industry. This will be bestowed annually during the October season. From Season 3 (April 2014), FFWD will grant scholarships and prizes to young designers and students through various competitions facilitated by our academic partners. This will be given annually during the April season.


Season 1 April 26 – 29, 2013 Madinat Jumeirah Dubai, UAE Venue that plays host to iconic events in Dubai, including the Dubai International Film Festival and Art Dubai.


Provisional Layout Season 1 & 2

Provisional Layout Season 1 & 2


Provisional Layout Season 3 onwards


Dubai Rami Al Ali Furne One Ayesha Depala Essa Ezra Zayan Michael Cinco Das Collection Golkar Kage Charbel Karam Ayesha Ramadan The Emperor 1688 Dima Ayad Bin Thani C’est moi Beirut Abed Mahfouz Georges Chakra Nicolas Jebran Zuhair Murad Robert Abinader Azzi & Osta Krikor Jabotian Ronald Abdala Rami Kadi Dina Jsr Caroline Seikaly Jad Ghandour Ashi Studio Milia M Sandra Mansour Julien Abboud Maher Bsaibes Nadine Mneimneh Basil Soda Dany Atrache Tony Ward Geirges Hobeika Reem Acra

Saudi Arabia Hatem Al Akeel Tahir Sultan Omar Azouri Daneh Buahmad Morocco Amine Bendrouiche Said Mahrouf Hisham Oumlil Kuwait Haifa Kaftans Tahir Sultan Cairo Amina K Qatar Toujouri

London Felicity Brown Qasimi Homme Body Amr Karen Karam Paris Elie Saab Rabih Kayrouz Rad Hourani L.A. Rami Kashou

Potential Established Designers


The Fashion Forward Association - Middle East (FFAME)


The Fashion Forward Association - Middle East (FFAME) is an organically growing and evolving body; an advisory council created through the support of the top experts representing the full spectrum of the fashion industry in the Middle East. FFAME aims to nurture the creative talent of the region, establish links between the professionals within the trade and continuously monitor the activity of the fashion industry providing it with an expertise and directions to help achieve the region s position as a major player in the international fashion arena. In addition to hosting the bi-annual FFWD, the organization will oversee the annual achievement award and scholarships.


The Assigned Organizing Event Company


Founded by experienced marketing and events duo Ramzi Nakad and Bong Guerrero, BRAG is a pioneering live marketing and experiential event management company in the region. A company that is known for creating live, interactive, emotionally engaging and memorable experiences; events that build business and equity by smartly bringing people and brands closer together. BRAG is an event management company with strong tactics like brand positioning, and strategic creative thinking backing its high quality executions that can activate, personalize, and connect major brands with relevant consumers across the full spectrum of formats. They extend the impact of an event through integration and other means of communication (ATL, BTL, PR & Social Media) to help generate more and longer lasting impact and higher ROI. Bong, Brag s Managing Director, has an extensive events experience within multiple industries including fashion, music, corporate and culture. Its Managing Executive, Ramzi has an extensive marketing experience with global brands. The combination of their background and expertise enables them to spearhead live marketing in the region.


BRAG Client Portfolio


Ad & Collateral Examples


Jumeirah Business Centre 1 Suite 2902 Jumeirah Lakes Towers P.O. Box 309136 Dubai, United Arab Emirates +971 4 4327844 www.brag.ae


Fashion Forward - Etihad Airways