This year, Qatar’s most anticipated fashion event has a record-number of Qatari exhibitors on display. More than a third of the 250 exhibitors at 11^th Heya Arabian Fashion Exhibition are represented by home-grown talent. The emerging designers are in the company of internationally renowned peers, including Eriko, Hessa Falasi and Naseem Alandalo as part of the 350 brands showcased at this year’s exhibition.

The dynamic free-to-enter event, held at Doha Exhibition and Conference Centre until Tuesday (2 May), welcomes ladies to explore an exciting range of abayas, kaftans, kimonos, jalabiyas, veils, gowns, among other modest fashion pieces. Two of the many successful Qatari brands on show at Heya are Debaj and Aisha’z Collection. Open from 10AM to 10PM daily, visitors are encouraged to register in advance via www.heya.qa.

Founded in 2012, Debaj is a pioneering Qatari abaya brand that offers ladies innovative cuts and detailed designs paying homage to international destinations such as Paris and Florence, whose art, culture and people have provided much inspiration to draw upon. Each collection uses the finest materials and master tailoring to create bespoke, elegant and luxurious abayas to suit every occasion.

Debaj presented the Grand Opening Fashion Show at Heya with an awe-inspiring Spring/Summer catwalk collection, speaking of their participation, Elisabete Reis, Brand Ambassadorof Debaj said: “Year upon year Heya has grown in reputation and size; more brands are taking part and more people are talking about the show. The excitement that it generates means makes it a must-attend event, for a brand and a visitor.”

Aisha’Z Collection, founded by Aisha Alnaemi in 2010, started life as a small business known by friends and family and has grown to become a much-desired GCC brand and is appreciated all over the world. Style, comfort and simplicity are at its heart of the collection that combines western influences with traditional customs. Alnaemi commented: “I am very selective about the shows that my brand participates in, and Heya is one we continually exhibit at due to the wide audience that it attracts. It provides our brand with an exciting arena to bring our new collection to customers, new and old.”

Heya provides a launch platform for Qatari designers and helps established and emerging brands tap into the billion-dollar Islamic fashion market. The show is testament to the success of Qatar Tourism Authority in their ongoing efforts in exhibitions and conferences as an important tool in developing business events tourism.

At today’s (Sunday) event, visitors can take part in a ‘All About Skin’ workshop hosted by celebrity spa ‘Maison de Joelle’ at 10:30AM, or ESMOD’s ‘Careers in Fashion Industry’ at 12:30PM and ‘Fashion Marketing’ at 3:30PM. Following this, Salma Manouri, Abadi Najia’s collection will hit the catwalk at 5:20PM, with Portuguese designers on show at 6:50PM and Guin, Alzaina Collection, Jabador, Waad Collection closing the catwalk at 8:00PM. At 6:15PM visitors are also encouraged to attend the panel discussion on ‘Uncover the Marriage of Textiles and Fashion.’

Tomorrow (Monday), ‘Maison de Joelle’s’ final a ‘All About Skin’workshop is at 10:30AM, with ESMOD’s ‘Footwear Design’ at 12:30PM and ‘Fashion Illustration’ at 3:30PM. Fashion shows will take place at 5:20PM, 6:50PM by Isabelle Nunez and Marina Conde, and concluding at 8:00PM with Royal Abaya Couture and Frames Fashion. In addition, visitors can attend the panel discussion at 6:15PM on ‘The Global Presence of Spanish Fashion Brands: Success Revealed’ by Isabelle Nunez and Marina Conde.

Heya is a free-to-attend for ladies over 12 years of age. For further information and the full schedule, download the Heya mobile app or visit www.heya.qa. For live news and updates follow Heya on Instagram, Twitter, Facebook, Snapchat or YouTube.

Supporting this year’s Heya are Qatar-Germany Year of Culture, Qatar Airways, Shangri La hotel and Adagio aparthotel, who are offering visitors special Heya promotions for attending the show. In addition, key partners include 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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