Watch high fashion Sheila and Abaya in a three-day fashion extravaganza to be held at BurJuman from August 16 to 18 as part of DSS in-mall events
A three-day fashion extravaganza showcasing the latest trends in traditional costume of Arab women will be a held at the New Extension of BurJuman as part of the Dubai Summer Surprises in-mall events from August 16 to 18. Sheila and Abaya, the age-old costume worn by women in the Middle East has evolved with time and has today come to define Arab identity in the modern era. The modern Arab woman is proud of her roots, her identity and her heritage, which clearly reflects in the way she dresses up. Be it a professional on the go, a mother or a young student, local Arab women prefer to wear the Sheila and Abaya keeping in line with age-old traditions and customs.
The Sheila and Abaya has evolved with time and continues to enjoy popularity in the modern era too. It also boasts of a thriving fashion industry with designers trying to reinvent the traditional costume which indeed makes a befitting tribute to the modern Arab woman.
A Sheila is a headscarf that Muslim women use to cover their heads. Women from different parts of the Middle East each have their very unique manner of tying a Sheila and this makes it a fascinating scarf to play around with. The Abaya, as everyone knows, is the outer garment worn by Muslim women over their regular clothing to lend them cover. For foreigners these garments offer an interesting insight into local culture. As for UAE women Sheilas and Abayas are inseparable parts of their personalities and a mark of reverence to their customs.
With modern cuts, a plethora of eye-catching embellishments and graceful silhouettes the traditional costume has truly come of age to further enhance the personality of the self assured, modern Arab woman.
All those who want to take a dive into the world of Abayas and Sheilas, should pencil the dates of the fashion show in their diaries. Watch the models sashay down the ramp in magnificent, flowing robes showcasing the creativity of the designers. On these days, the central area next to Starbucks cafe in BurJuman will turn into a showcase for Abayas and Sheilas.
The three-day event will feature a fashion show, a demonstration area and a fashion contest that revolves around these traditional garments. The first two days will be dominated by three shows in which 10 different retailers and six professional designers will participate. On the third day six talented designers' will showcase their collections in a fashion show sponsored by Swarovski
What's more the event will also feature a contest for the talented designers who will create a collection based on a theme. The clothes in this theme will find two winners one each in the casual and the formal category.
All throughout the event visitors will be able to catch a glimpse of the different types of embellishments in a demonstration that will be carried out in one section of the show as it will offer visitors a brief glimpse into traditional costumes.
Watch how the winds of change have reinvented the age-old costume transforming it into haute couture.
The 10-week long DSS, which opened with the Ice Surprises week on June 21, continues with the weekly themes of Art Surprises, International Food Surprises, Adventure Surprises, Cartoon Surprises, Nature Surprises, Knowledge Surprises, Flower Surprises, Heritage Surprises, and concludes with Back-2-School Surprises on September 1.
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For further information feel free to contact:
Laila Suhail
Executive Project Director
Dubai Summer Surprises
Direct: +9714 2020282 -2020397
Fax: +97104 2020588
Email : lmsuhail@mydsf.gov.ae
Ilyas Qureshi
Media Officer
DSS Media Center
P.O. Box 25425,
Dubai,
UAE
Telephone, direct: 9714-2020509
Fax: 9714-2221110
Email:iqureshi@mydsf.gov.ae
© Press Release 2006
