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Talented artists under Irthi Contemporary Crafts Council's 'Azyame Fashion Entrepreneurship Programme' to participate in annual exhibition
Sharjah - The talents of seven rising fashion designers that graduated from last year’s Azyame Fashion Entrepreneurs Programme will be on display at the Ataya 2017 Exhibition, which is taking place in Abu Dhabi from April 30 to May 4.
The Azyame Fashion Entrepreneurs Programme is one of Irthi Contemporary Crafts Council’s flagship initiatives that was established to foster the business and creative skills of designers working in the fashion sector.
“Ataya 2017 is an ideal platform for our Azyame designers to exhibit their latest fashion and accessories ranges, given the exhibition’s positioning in the region and its commitment to supporting a worthwhile cause,” said Reem BinKaram, Director of NAMA Women Advancement Establishment, the umbrella organisation responsible for Irthi Contemporary Crafts Council.
The Ataya exhibition is a leading retail, fashion and accessories fair organised annually by the Emirates Red Crescent in the Emirate Abu Dhabi. It supports charitable establishments directly with funds raised from sales at the exhibition.
“The designer’s participation aligns with the council’s aim to develop designers’ skills in the crafts sector and to highlight potential opportunities for them to market themselves. We are delighted that our programme’s students have this opportunity to use this renowned fair to showcase their designs, especially having received expert guidance from International mentors under our Ayzame programme,” she added.
The seven fashion and accessories designers showcasing at Ataya 2017 were part of the inaugural edition of Azyame Fashion Entrepreneurs Programme, a one-year course formulated to help aspiring and recently established designers learn how to set up and run their own brand. Launched by the council in July 2016, the course is held in conjunction with the esteemed London College of Fashion.
The first of the seven Azyame designers participating at Ataya 2017 is Alia Bin Omair, whose eponymous Alia Bin Omair Jewellery brand blends geography and regional culture in its designs. Exhibiting alongside her will be Asma Abuseem, whose Ghusn Al Yasmine Fashion store is based in Khorfakkan. Abuseem switched from a career in engineering to pursue fashion.
Latifa Al Gurg, the third Azyame designer’s label Twisted Roots, combines modesty with contemporary silhouettes and takes inspiration from travel, exploration and architecture.
Azyame designer’s Mona Fares’ Neon Edge will also be showcasing her ready-to-wear and Abaya lines, which are well known for their playful use of colour.
Sharjah-based designer, Hessa Al Obaili’s fashion combines the intricate details of Emirati design into simple and elegant women’s wear, with her work mainly centred on developing new alternative forms of the traditional Abaya.
The sole male in the line-up of seven, Faissal El Malak, runs his own brand in Dubai. A Vogue Fashion Prize Nominee, El Malak launched his first eponymous brand at the Tranoi show in Paris, followed by stocking his women’s ready-to-wear collection at Harvey Nichols Dubai.
Finally, there is Megan Jonk whose work is inspired by the visual tools used by cultures around the world to express their unique identities. She recently co-created ‘oe-o’, a multidisciplinary studio passionate about minimalism and honesty in design.
An additional highlight of the Irthi Contemporary Crafts Council booth at Ataya 2017 will be the Bidwa ‘One Stitch at a Time’ Tea Set.
Designed by Sheikha Hind Majid Al Qassimi, founder of ‘Designed by Hind’, the fine porcelain tea set will go on sale for the first time in the UAE during the exhibition. It is inspired by the patterns of the UAE craft of ’Talli’, a form of intricate woven braid.
This collaboration between ‘Designed by Hind’ and Irthi Contemporary Crafts Council has been showcased around the world and has been gifted to HRH The Prince of Wales on his recent visit to Sharjah, and to other world leaders, royalty and dignitaries, making the exhibition a unique opportunity to purchase the tea set.
A percentage of all items sold at the Irthi Contemporary Crafts Council booth at Ataya will go towards supporting the Bidwa Social Development Programme, an initiative run by the council to both empower female artisans socially and professionally, and to ensure the continuation of the UAE’s traditional crafts.
Funds will also go towards supporting cancer patients through the Ameera Fund, which was set-up in recognition of the tireless work of H.E. Late Ameera BinKaram and continues to hold her legacy.
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© Press Release 2017
