Fashion Forward Dubai collaborates with UAE-based technology company Zbooni

Fashion Forward Dubai collaborates with UAE-based technology company Zbooni to bring fashion to your fingertips   


Dubai, UNITED ARAB EMIRATES – 18 June 2019 – Fashion Forward Dubai has selected UAE-based social commerce platform Zbooni as its technology partner to enable “shop-now” buying at its next four-day edition, taking place at Dubai Design District (d3) from 30 October until 2 November. This digital transformation takes place as part of Fashion Forward’s innovation agenda, showcasing on-season collections from international and regional independent designers that will be immediately shoppable.

Utilizing Zbooni’s unique software and “assisted checkout” technology, regional and global consumers can shop the catwalk looks, designer presentations, and accessories as showcased at Fashion Forward Dubai.

The Fashion Forward Dubai x Zbooni collaboration creates the region’s first-ever fully shoppable fashion week, delivering a virtually cashless marketplace that allows customers to engage directly with the participating designers.  The ‘shop-now’ digital platform will enable real-time sales to be completed at Fashion Forward Dubai and beyond via messaging services such as WhatsApp, which will be linked to a highly secure credit card payment gateway.

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“All our show offerings are now entirely shoppable from a fashion buyer’s mobile phone,” said Bong Guerrero, CEO and Co-Founder of Fashion Forward Dubai.   

“The conduit to immediate and actual consumer sales has been the missing link across global fashion platforms, mainly due to the role that social media has played in democratizing the traditional off-season fashion week. Fashion Forward Dubai is innovating to address this challenge. This new partnership underscores Fashion Forward Dubai’s commitment to innovation in achieving our designer’s retail objectives, in a seamless, convenient and engaging way. Building relationships between shoppers and designers help create a customised experience while giving independent brands access to vital new buying audiences,” Bong Guerrero added.

Fashion Forward Dubai’s new ‘shop-now’ capabilities are key items of discussion with the regional and international designers currently applying to take part in the next edition, from 30 October – 2 November. The four-day event will feature catwalk shows, individual designer presentations, and an accessories showcase, all of which highlight new looks from both established and emerging designers. 

“Fashion Forward Dubai will help highlight the capabilities of Zbooni’s technology in a live, real-time fashion event, and given the social media and connected elements of Fashion Forward Dubai, it’s an ideal environment to link designers and shoppers through our platform,” said Ramy Assaf, co-founder and chief executive of Zbooni.  

“We provide Fashion Forward Dubai’s participating designers with a virtual point of sale and checkout that can be dispatched over WhatsApp - with a payment gateway built in, meaning that they have a complete retail solution to take orders on the same day that they unveil their collections.”

With a reported 20,000+ merchants across the Middle East and North Africa, the social e-commerce platform has proven to be a relevant solution to both sellers and end-customers. Fashion Forward Dubai’s participating designers will have a tried-and-trusted platform to offer same-day purchasing opportunities to the thousands of anticipated attendees, giving them a shopping experience that is both engaging and effortless. 

Fashion Forward Dubai Returns in October 2019

Fashion Forward Dubai returns this fall for the October Edition 2019, as a ‘Shop Now’ fashion platform.

Supported by Dubai Design District (d3) and endorsed by Dubai Design and Fashion Council, Fashion Forward Dubai will feature four days of shows, presentations, activations, and events in celebration of fashion and retail in Dubai and the Middle East, set to take place on 30 October – 2 November 2019 at the Dubai Design District.

In its upcoming edition, Fashion Forward Dubai strategically evolves into a “shop-now” fashion platform, showcasing collections from the region’s leading fashion talent that will be available for purchase to a global audience of both buyers and consumers both digitally and physically at the event. While the platform will incorporate elements that are familiar to its past seasons, guest can also expect exciting developments in light of the maturing needs of the regional fashion industry as well as the changing nature of fashion weeks worldwide.

Accordingly, Fashion Forward will be amplifying the retail pop-up offering for a selection of the region’s leading apparel and accessory designers, while reviving the global brand and partner activations across the venue, all of which will take on fashion-skewed programming that will communicate each brand’s affinity and interest in this region.

Since its launch in 2013, Fashion Forward Dubai has always been a key platform for both emerging and established designers from the region, and in its next edition, it is considering applications from celebrated international designers that are have interest in the region. Fashion Forward Dubai will further reinforce its role as a catalyst for fashion innovation in the region by highlighting global brands with regional collections and amplifying collaborations between international brands and regional fashion talent.

“We’re delighted to welcome back Dubai’s leading fashion event, Fashion Forward to d3 this year. As a strategic partner and host venue for this season, d3 is again playing a critical part in the support of the region’s fashion industry through an event which this year will see even more designers participating and a greater number of our own business partners playing a central role in the programming. As d3 evolves, it is vital that such platforms also grow, and this edition will allow collections to be purchased at the event through the ‘shop now’ fashion platform” said Khadija Al Bastaki, Executive Director, Dubai Design District.

 “The opportunity to ‘buy it now’ is a key element of FFWD 2019, as we evolve one of the region’s most compelling fashion platforms,” said Bong Guerrero, CEO and Co-Founder of Fashion Forward Dubai.

“Given our long-standing and deep-rooted presence in the regional fashion industry, we have come to understand that this is the best way to merge the retail advantage that Dubai has to offer with the commercial objectives of developing and established brands. Based on this we are connecting with dynamic designers, brands, and retail partners to bring our innovative vision to life,” he added.

Designer registration for Fashion Forward’s next edition is now open with limited spaces available. To participate, designers can register at  Participation is subject to approval by a  committee of fashion experts from the region’s industry. Designers are advised to register by the closing date, 27th June 2019.

FFWD Season 10 - The Eye




by viktor udzenija
and rami al ali

A synergy between two minds of creative construction with two distinct disciplines, acclaimed architect Viktor Udzenija and renowned fashion designer Rami Al Ali met in collaboration and co-designed.

Commissioned by d3, The Eye... of the storm should be seen as a celebration of contrasts. Sturdy steel bends, curves and swirls mimicking the way silk floats gently in the air. Rising up towards the sky, it defies its sheer scale, weight and gravity without fear. Seeming light and fragile like a shell, like skin. A rare feeling of balance is created by the co-existence of light and dark, of air and mass. Space and non-space creates a new dimension. All the more powerful, once one dares to step inside. Like a thread comb it may seem chaotic from the outside, but The Eye slowly unravels and draws you right to its centre. The inclining yellow gradually wraps around you. The non-existing walls construct a safe zone. Elements unite, yin tangles yang in a fast spinning whirlpool. The circular space in the middle suddenly becomes a cocoon of candid human interaction. A void that demands surrender and reflection.

A permanent public art installation, The Eye commemorates the 10th milestone season of Fashion Forward and becomes the latest addition to Dubai Design District’s collection of engaging creative public installations.

The Best of the #FFWDxEPIC Paris SS18 Showroom

Fashion Forward returned to Paris for the third edition of their Showroom in Paris, welcoming 12 regional designers on September 29th – October 3rd at Hotel InterContinental Paris Le Grand, part of the EPIC empowerment program - an empowerment program endorsed by the DDFC and supported by d3, that provides business development opportunities to regional fashion talent through a series of initiatives.

Welcoming international buyers, media, VIP's, and influencers, the designers saw back-to-back appointments as well as an array of fresh content showcasing their latest collections.

FFWD Announces 10th Season: Play, Rewind and Forward

Fashion Forward Dubai returns for its tenth season from October 26th – 28th. With its signature move to the heart of the fashion industry in the region, the Design Quarter (DQ) at d3, FFWD is set to present a new format which combines fashion, retail and entertainment on a larger scale than previous seasons. 

The event is relocating to a grander stage at the Design Quarter which has become the central component in the development of d3 and is already home to over 6000 professionals, 400 luxury, design and fashion businesses. The Design Quarter will transform into a celebration of creativity with FFWD’s stamp of what, and who is making waves in the region.  

In celebration of the 10th season, the event footprint and programming will be curated under three overarching themes: Play, Rewind, Forward.

Guests will have the chance to play in various zones which include runway shows from homegrown retail boutiques, family friendly workshops, creative installations, music performances, a fashion cinema and library lounge, beauty and brand activations with FFWD partners and d3 business partners, as well as a grad and student exhibition.

Shopping at this season’s FFWD Showcase will feature a more extensive array of the region’s accessory talent, and will serve as an integral part of “The Garden,” the staple FFWD retail experience which will see its revival this upcoming season.

FFWD’s popular d3 talks also headline the event with speakers sharing thoughts, opinions and inside knowledge. The talks are firm favourites of guests and feature some of the biggest names in the fashion industry.

Additionally, social events and after parties dotted around d3’s lounges and restaurants will provide the perfect opportunity to wind down in between the three-day schedule.

The rewind theme evokes a sense of nostalgia throughout the event and celebrates the outstanding designers FFWD has had the pleasure of working with since its inception. Marking the 10 successful seasons, FFWD will present retrospective exhibitions from its archives, where guests will be treated to stunning photographic galleries of FFWD’s iconic moments from behind the scenes, street style and on the catwalk from season one to date.

Looking forward remains the focal point of the event with standout runway shows and presentations from seasoned designers and new names making their FFWD debut showing to an audience of international and regional buyers, media and industry insiders. Guests can expect to see the region’s best ready-to-wear and couture collections with highlight brand collaborations and stunning productions.

An open house for d3 residents to celebrate fashion through individually customized engagement opportunities and activations will mark the launch of season 10, on October 24th and 25th. As part of this d3 preview, businesses who are based in d3 and those who work in the area will be the first to experience a selection of season 10’s iconic lineup of activations.

FFWD - The Best of March 2017

FFWD welcomed over 10,000 guests comprised of industry leaders, fashion professionals, media and buyers who descended on Hai d3 to enjoy a three-day schedule of runway shows and presentations by 24 regional ready-to- wear and couture designers, view 14 accessory labels at The Showcase, partake in engaging talks and panel discussions, as well as attend networking and social events.

The Best of Backstage

The Best of Runway

The Best of Presentation

The Best of Street Style