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Eye of Riyadh
Eye of Riyadh
Beauty & Style | Wednesday 13 March, 2019 4:13 am |

16 Fashion Designers from around the World 
in IFDC Awards at Pret A Cover™ Buyers Lane, The Retail Summit Edition

Preparations were in the works for months leading up to the anticipated Pret A Cover™ Buyers Lane, The Retail Summit Edition, which came to a successful and exciting close on February 14, 2019. 


On the set up day, the buzz is tangible as high fashion styles are put together, exhibitions curated, branding installed, and lighting and sound equipment is put in place. A busy energy can be felt as everyone bustles about setting the stage for the grand show to come. Designers are already getting visitors for sneak peaks and the press has begun to take snaps.



The highly anticipated Pret A Cover™ Buyers Lane, The Retail Summit Edition has finally launched. VIP guests from all over the world poured into The Atlantis Hotel, Palm Jumeirah to glistening ocean views along the coastline of sunny Dubai, UAE. The diverse global crowd of investors, entrepreneurs, retail professionals, press, influencers, designers and fashion and lifestyle enthusiasts came to appreciate the excellent line up of speaker sessions, fashion exhibits, marketplace meetings, all in a pampered setting with an array of delectable menu items flowing throughout the day treating all attendees to an experience unlike any other.


Pret A Cover™ Buyers Lane, The Retail Summit Edition is an instant hit! From hundreds of submissions, sixteen participants were selected and funded by the IFDC Fund for their potential, skill, and vision they displayed in their work. All styles and ideas exhibited a keen and unique focus on modest design. RAISHMA COUTURE 

Each participant was given their own space and display support to set up their showcase with their own unique vision. Models are assigned to designers on the opening ceremony to further showcase the flow of each design as exquisitely styled within a unique framed setting that added a dramatic touch of mannequins surrounding the models to render an outstanding gallery style feel with breathtaking results.


IFDC Awards ceremony was held at the W Hotel, Palm Jumeirah on Wednesday 13 February 2019. On this glamorous night, guests were decked out in leading designer wear, IFDC Award winners were announced following an exhillerating discussion on a panel with leading Women In Retail from The Retail Summit; all held at the mesmerizing SoBe Terrace where the sunset served as the picturesque backdrop to a very special evening.


Each award winner received the incredible opportunity to travel to Portugal, all expenses paid, for a sourcing trip to the renowned designers’ haven event, MODTISSIMO.


Initially the prize was meant to be awarded to 3 designers, but seeing how brilliant all the collections were, the Modtissimo management generously increased their prize sponsorship to add an additional 3 designers yielding a total of 6 IFDC Awards winners all together!


When asked about what influenced their decision in choosing the IFDC award winners, Elsa Dionisio, a representative from Modtissimo stated that it was in no way an easy choice, "All the collections showed excellent craftsmanship and class. The prizes are awarded to those designers whose collections displayed an individualised identity and demonstrated respect to the modest fashion industry, fully appreciating that the designer may not necessarily come from that background we appreciated their skill and understanding of this coveted global consumer market".



The selected brands Pose/Arazzi, IFF and Lamace will visit the February edition of Modtissimo, and Ehtiros, Raishma and Talabaya will be attending the October Edition. All designers will be privy to the best in sourcing, industry networking, and development opportunities through this prize. The management at Modtissimo has taken care of arrangements that they believe will provide the IFDC Award winners an experience that will lend invaluable support to their businesses and further development.


Elsa Dionisio of Modtissimo said the selection of designers was outstanding at this year,'s Pret A Cover Buyers Lane, The Retail Summit Edition. Shortlisting down to the winners was a most difficult task for her and her team based in Portugal. In this photo, Elsa is with one of the IFDC Awards winners, Hessa Al Shafar (middle) and IFDC Chairwoman, Alia Khan (right) dressed in LAMACE 

The IFDC Awards ceremony was held at an exclusive invitation only event featuring the designers' collections in special showcases throughout the evening where a combination of models and mannequins were utilized by the designers in clever configurations that rendered a treat for all guests. All participating Pret A Cover™ Buyers Lane, The Retail Summit Edition designers were also invited to showcase more looks throughout the venue at the Atlantis Hotel over both days of the event from feb 13 - 14, 2019. 

The IFDC Awards were created to appreciate and celebrate inspiring modest fashion creations and further support leading design talent that is discovered from all over the globe.

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