UAE-Based Brands Azzalia and Deborah Henning to Make International Debut at London Fashion Scout AW17 during London Fashion Week

Dubai, UAE, January 24, 2017:  Aligned with its mandate to develop and promote local and regional talent, the Dubai Design and Fashion Council (DDFC) has formed a strategic partnership with the FAD Institute of Luxury, Fashion & Style Dubai (FAD Dubai), to sponsor the participation of Emirati and UAE-based fashion designers at the London Fashion Scout, the largest independent showcase for emerging and established designers, taking place every season during London Fashion Week.  

Fashion Scout, the international showcase for fashion pioneers, is the leading independent platform at London Fashion Week. It has presented to international media and buyers a whole generation of designers including Iris Van Herpen, Peter Pilotto, David Koma, Eudon Choi, Felder Felder, Phoebe English, Xiao Li, Rocky Star and Roberts-Wood. The partnership between DDFC and FAD combines the Council’s efforts to foster the development of a sustainable fashion industry, with FAD’s vision to deliver world-class professional training in luxury, fashion and style to provide a unique opportunity for fashion designers based in Dubai. 

Commenting on the partnership, Dr. Amina Al Rustamani, Chairperson, Dubai Design and Fashion Council, said: “Supporting and endorsing creative talent are some of the most fundamental elements of DDFC’s mandate and we are delighted to collaborate with FAD Institute of Luxury, Fashion & Style Dubai. This joint effort will allow Dubai’s reputation as a leading destination for design to flourish as well as provide Dubai-based designers the opportunity to be celebrated on a global stage.” 

DDFC and FAD will be sponsoring the participation of UAE-based brands Azzalia and Deborah Henning on their international debut at London Fashion Scout AW17, taking place on February 18th. The selection process was carried out by an internal committee at DDFC, and finalists were chosen by a judging panel consisting of fashion designer and DDFC board member Reem Acra, FAD Dubai Founder and director Shivang Dhruva, and Fashion Scout founder and creative director Martyn Roberts. 

Founded by Sheikha Amal Al Maktoum, Creative Director, Azzalia is a luxury fashion brand based in the UAE and offering a range of abayas, gowns, evening-wear and ready-to-wear couture. Emulating the natural approach to design, using natural materials and couture sewing techniques, Azzalia caters to a varied demographic, featuring three clothing lines released in tandem every season. The lines are Iris by Azzalia, a haute couture collection of exclusive pieces that are made-to-order, Lily by Azzalia, a ready-to-wear range which can be custom-ordered and fitted for seasonal garments, and Daisy by Azzalia, a casual ready-to-wear collection at more affordable prices. Azzalia’s seasonal collections are available online on azzalia.ae 

Deborah Henning, a British Dubai-based designer who has previously worked at Alexander McQueen and Sass & Bide, launched her eponymous womenswear brand in 2014. The Deborah Henning brand is targeted at women who want to look comfortable and be stylish, with pieces that offer an easy transition from day to night. Deborah Henning features seasonal ranges throughout the year and is available across a variety of multi-brand boutiques across Dubai including Harvey Nichols, as well as online on deborahhenning.com. 

Shivang Dhruva, Founder and Director of FAD Institute of Luxury, Fashion & Style Dubai, said, “Supporting creative talent is part of our vision at FAD to elevate designers in the region to a global level. We are excited and proud to be partnering with the Dubai Design and Fashion Council to sponsor Deborah Henning and Azzalia for London Fashion Scout. It is a true testament to the diversity of our regional talent and the local industry that we see an Emirati designer and a designer who chose to base her business in Dubai representing the UAE on an international stage.”