Qatar Summer Festival (QSF) organisers have announced a collaboration with Heya Arabian Fashion Exhibition to roll out Heya – The Summer Edition, a mall-based version of the popular exhibition, as part of the festival’s retail offering.
From August 25 to September 5, local designers will showcase their latest abaya and Arabian fashion creations at pop-up shops spread across Mall of Qatar. Up to 20 designers will feature at the pop-up shops on two rotations with the first group exhibiting between August 25 and 29, the second group will follow between August 30 and September 5.
Fashion enthusiasts and shoppers will be treated to an eclectic mix of contemporary modest fashion, including abayas, kaftans, jalabiyas, haute couture gowns and accessories.
Mashal Shahbik, Director of Tourism Events and Festivals at Qatar Tourism Authority (QTA) said, “We are very pleased to be partnering with Design Creationz to bring this new and unique feature to QSF. As Qatar’s shopping scene continues to grow, bringing a sampling of Heya Arabian Fashion Exhibition to shoppers at QSF allows local entrepreneurs to benefit from the high footfall at Qatar’s malls, while providing visitors with an authentic Qatari experience during QSF.”
The exponential growth of the Islamic fashion market places the Heya exhibition at the forefront of fashion spending trends relevant to this region. According to the State of the Global Islamic Economy report (2016), it is projected to be worth $368bn by 2021.
Ahmed Al Obaidly, Director of Exhibitions at QTA, said, “Heya Arabian Fashion Exhibition has steadily grown to be the hallmark business-to-consumer exhibition that promotes expressions of our Arab heritage.
Taking a sampling of it beyond the traditional event halls at DECC to one of Doha’s newest retail and entertainment destinations comes as part of our efforts to stimulate consumer interest in the upcoming 12th edition of the exhibition planned for October later this year.”
Heya – The Summer Edition is being delivered by Design Creationz, organiser of Heya Arabian Fashion Exhibition, Qatar’s longest running bi-annual fashion event.
Esraa Abel, spokesperson at Design Creationz, said, “We are pleased to see local Heya participants return to take part in this special summer edition. All participants have signed up to be part of the upcoming 12th edition.”
The Heya – The Summer Editio npop-up shops form part of QSF’s exciting retail offering.
Throughout the festival, retailers at participating malls are offering attractive shopping discounts that reach up to 50 percent.
And, for every QR200 spent at any of the pop-up shops or participating outlets in these malls, shoppers can enter the mega raffle draw to be held on September 5 and have a chance to win one of 10 exciting cash prizes or a super luxury car.
Other malls participating in the Festival include Al Khor Mall, Doha Festival City, The Mall, Gulf Mall, Lagoona Mall and Landmark Mall.
