The 11th edition of Heya Arabian Fashion Exhibition attracted over 13000 visitors throughout the 5-day event, organisers announced at the show’s conclusion on Tuesday. Bringing together fashion enthusiasts and influencers, families and aspiring designers to discover over 250 local, regional and international exhibitors, Heya was declared a success by all participants.
This year saw the largest number of established and emerging Qatari designers over 100 booths in the exhibition, displaying the latest collection of abayas, kaftans, jalabiyas, evening gowns, veils and other accessories. Additionally, the show also received praise for its innovative idea to invite families to attend on day one, including husbands and aspiring fashion enthusiasts.
Beyond the unique shopping experience, Heya’s packed schedule of free-to-attend workshops, forums and fashion shows drew huge crowds seeking knowledge, guidance and inspiration. Industry experts wowed visitors on fashion and beauty, including ESMOD, a leading global fashion school, and celebrity makeup artist Joelle Mardinian from ‘Maison de Joelle.’
Ahmed Al Obaidli, Director or Exhibitions, Qatar Tourism Authority commented on this year’s show, “The 11th edition of Heya Arabian Fashion Exhibition confirmed its role in nurturing the growing modest fashion industry in the region. Since its inception, Heya has evolved to become an inspiring venue where visitors can discover cultural perspectives, socialise and network with peers, learning valuable skills to help designers and entrepreneurs take their fashion business further. Heya acts a pivotal platform for emerging brands and underlines our efforts to raise Qatar’s business and tourism profile.”
Al Obaidli continued: “We owe its success to the patronage of Her Excellency Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, who with Her Excellency’s support, and the professionalism and commitment of our partners, Heya has secured its place on the modest fashion industry calendar. I must give thanks to the Design Creationz for ensuring the smooth operation of the show.”
Held at Doha Exhibition and Conference Centre (DECC) in the heart of the West Bay, Heya proudly hosted in partnership with ESMOD, eight workshops that offered practical advice and interactive classes to aspiring entrepreneurs and designers, including helpful topics such as ‘Fashion Marketing’, ‘Careers in the Fashion Industry’ and ‘Fashion Illustration,’ amongst others.
Visitors were also entertained with daily vibrant fashion shows showcasing the latest collections from exhibitors as their designs were bought to life on the catwalk. Celebrated shows included displays from Jabador, Salma Manouri, Eriko and Alzaina Collection who wowed crowds with their Spring/Summer ranges of abayas, kimonos and gowns.
Speaking of their participation in this year’s show, Nehad Ali, Anara said: “I enjoy taking part In Heya because everything is so well organised, from the help with the catwalk shows to the things I’ll need to help me present my collections to customers. It is a very professional event with a good mix of brands which gives the visitor a very good experience.”
Among the 250 exhibitors on display at Heya, local Qatari talent included established brands Debaj, AishaZ Collection and Harlienz who have grown their reputation throughout the GCC and the emerging brands such as Stylek Design and Sawsan Hafedh who were presenting their collections at Heya for the first time.
Making their debut at Heya, Layla Nama from Sawsan Hafedh, said: “We decided to take the brand to Heya, because of the reputation it has been gaining and we’ve been pleased to be part of this year’s show. The workshops, catwalks and forums have made this an attractive arena for both visitors and exhibitors – we all have all taken away something from our experience at Heya.”
Expert advice and beauty masterclasses run by ‘Maison de Joelle’ and UAE makeup brand, Woojooh, welcomed more than 13000 ladies to their workshops across the event. Participants left their classes with practical tips and advice, and products that they could try themselves at home.
Heya Arabian Fashion Exhibition was brought to visitors by Qatar Tourism Authority and delivered by partners Design Creationz, who delivered a world-class fashion destination.
Esraa Abel, spokesperson of Design Creationz said: “We are honoured to have welcomed so many visitors and participants to the 11th edition of Heya Arabian Fashion Exhibition. Visitor engagement is high on our agenda and we are delighted to have brought visitors an eclectic programme, jampacked with unique shopping experiences, insightful fashion and beauty learning opportunities, and most importantly showcasing Qatar’s capabilities for hosting superior events. Modest fashion is a global phenomenon and we are delighted to host this event that attracts the calibre of expertise across the Islamic fashion industry.”
Proud partners for this year’s event included Qatar-Germany Year of Culture and Qatar Airways, Shangri La hotel, Adagio aparthotel, Q-post, Qatar Red Crescent, Maison de Joelle, ESMOD, Guerlain Spa, Bonsai, Qatar UAE Exchange, Zahrat Al Khaleej, Ohlala! Magazine and Marhaba.
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