A regional hub for Arabian fashion, representing the spirit that pushes the traditional Arab culture into the international fashion world...such is the motivation for HEYA to reposition their Arabian Fashion Exhibition as a world class fashion destination.

Heya’s evolution throughout the years has beenafascinating journey. It is a unique fashion event providing an equally unique platform for the region’s designers to showcase their finest designs and latest collections.

Local designers promote traditional Arabian fashion trends, integrating modernity and style into its tradition, while at the same time remaining close to its roots. Their designs and collections, a reflection and embodiment of their respective unique personalities.

Heya has also become more than just a fashion exhibition. It incorporates lunches, parties, fashion forums, hands-on workshops and brand campaigns with fashion shows, gourmet cafes and eateries, providing a place for women to showcase, inspire, socialize, network and motivate others in the industry to gain international recognition.

With names of models being called up, we experience the energy that, as seated guests, we do not normally get to appreciate. the event management staff ensuring that lights, sound, camera, photographers are all in position. The energy was infectious, the anticipation intense…

QUOTE: “ When you see a fashion show, you see those seven minutes of what was six months of tedious work of, you know, going up an inch and down an inch, changing it from one shade of red to another shade of red. So it's the same as any creative process. The result is what we see, but the process is really labor intensive and work. “ Marc Jacobs

Guests were ushered totheir seats, the announcement was made for all male personnel to leave the Exhibition… Sound…Camera… lights….and the first fashion show at the grand opening of the 9th Edition of Heya began….

Following the fashion show, the place was abuzz with designers, buyers and visitors networking, some bloggers discussing with models whose brand of clothing they are wearing, designers met with bloggers and journalists for interviews and to talk about their collections. The guests eagerly compared notes and discuss the designs and began the tour of the boutiques, so the shopping began…

But the question that has always been on our minds is what to wear. There appears to be all sorts of rules and expectations…so we decided to compile a list of tips for what to wear to a fashion show.

Keep it real. You’re not competing with the models on the runway, so don’t feel you pressurized or compelled to wear an outfit worthy of a thousand camera flashes.

Sunglasses. Put on your best diva pout and wear your big sunglasses and DO NOT keep those shades on during the event.

Shoes . Most of the time, we try to balance functional and fabulous. But this is no time for ballet flats. Put those comfy shoes away as this is one of the only times your most decadent, beautiful shoes will have a reason to exist besides being beautiful in your closet.

Accessories. If you’re new to the fashion scene, then you probably won’t have gobs of people to commiserate with and chat up during the dull points of the show. Bring an equally fabulous and fashionable friend who you can whisper to when a particular creation passes your eye.

Handbag. Remember when we said don’t go designer? I didn’t mean your handbag. This is one area where you shouldn’t skimp out with a pleather replica of a popular design. Wear the real thing and wear it with pride.

LBD. Don’t cheat yourself and fall back on a basic black cocktail dress. A pop of color never hurt anyone – and you will certainly appreciate the extra boost in confidence once you’re surrounded by the chic elite.

Sophisticated. You want to exude elegance!

Who are you again? Remember…you’re you. Most people are going to be so focused on snagging a celebrity sighting or their own outfits. Stay calm, have confidence and enjoy yourself instead of worrying so much about stray threads and whether or not your shoes are from last year’s collection.

Photo credit: Zarina Rajah

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