The Fashion Trust Arabia (FTA) continues to champion emerging designers from the Middle East and North Africa, providing the necessary support for their growth and success in an industry that demands creativity and resilience. On October 24, 2024, during a prestigious event held at El Badi Palace in Marrakech as part of the Qatar-Morocco Year of Culture programme, the FTA awarded seven talented designers with cash prizes and mentorship opportunities to propel their careers forward. This year’s ceremony emphasized the significance of supporting creative talent amidst ongoing regional challenges.
Among the notable winners was Nadine Mosallam, a Kuwait-born, Dubai-raised Egyptian designer, who secured the prize for ready-to-wear fashion. Yasmin Mansour from Qatar received recognition for her impressive evening wear designs, while Reem Hamed from Egypt won for her innovative accessories. In the jewellery category, the spotlight shone on the Saudi Arabian trio behind the label APOA (A Piece of Art)—Noura Abdulaziz Al Saud, Sara Naif Al Saud, and Mashael Khalid Al Saud. Each of these designers garnered financial grants ranging from $100,000 to $200,000, depending on their business size and other relevant factors.
Additionally, the Franca Sozzani Debut Talent award went to Palestinian-Jordanian designer Sylwia Nazzal of Nazzal Studio, who will receive a grant of $50,000. Other prize winners included Batoul Alrashdan, founder of Studio B.O.R. from Jordan, and Francisco Barroso and Javier Garcia of Acromatyx, representing the guest country, Spain. Charaf Tajer of Casablanca was honored with the special entrepreneur of the year award for his contributions to the fashion landscape.
The selection of winners highlighted the expertise and foresight of a distinguished panel of judges, which included influential figures such as Remo Ruffini, chairman of Moncler; Guram Gvasalia, co-founder of Vetements; and Olivier Rousteing, the creative director of Balmain. This assembly of industry heavyweights not only underscored the event’s prestige but also its commitment to fostering talent and rewarding ingenuity.
The decision to host this year’s FTA event in Marrakech was particularly poignant. It marked a return to an in-person celebration after the previous year’s virtual edition was necessitated by the Middle East’s complex social and political climate. Tania Fares, co-chair of FTA, remarked on the importance of nurturing creative talent amid adversity, especially highlighting the ongoing crises faced in Lebanon. “It’s a very difficult time for everybody: it’s instability, it’s stress, it’s affected the region very much, especially in Lebanon,” Fares commented during the event.
As part of this edition, special tribute was given to the fashion industry in Lebanon, a nation that has faced significant challenges but has also continued to cultivate a rich cultural and artistic community. Fares expressed her honor in supporting cultural growth during conflict. “I was born in a nation that has faced immense challenges but continues to persevere despite its struggles: Lebanon remains a hub of creativity,” she stated.
Looking ahead, Fares expressed her intention to explore additional locations in the MENA region for future FTA events, beyond the traditional venue in Doha. The potential shift to locations like Egypt could provide fresh opportunities for showcasing diverse talents and expanding the FTA’s reach. Furthermore, Fares aims to enhance the mentorship programs available through the FTA, a crucial step in creating more success stories within the fashion community.
The FTA was founded in 2018 by prominent figures including Sheikha Moza bint Nasser, Sheikha Al-Mayassa bint Hamad Al Thani, and Tania Fares. Since its inception, the prize has supported numerous designers who have since gained critical acclaim and commercial success. Previous winners, such as Mohamed Benchellal, Sara Chraibi, Krikor Jabotian, Nafsika Skourti, and Okhtein, adequately exemplify the growth strategies promoted by the FTA.
In a further commitment to the fashion landscape, Sheikha Al-Mayassa announced the formation of a new Qatari fashion craft council. This initiative aims to support creators across the region, empowering them to achieve their full potential in collaboration with experts in fashion, craft, and business.
As Qatar continues to position itself as a regional fashion hub, the investments and initiatives undertaken by the government and private sectors signal a robust ambition to diversify the economy. With significant investments in renowned luxury brands such as Valentino, Balmain, and Pal Zileri, along with strategic acquisitions like Harrods and Printemps, Qatar is enhancing its influence in the global luxury market.
Through competitions like the Fashion Trust Arabia and broader investments, Qatar is establishing a compelling narrative around a vibrant future for Middle Eastern fashion, ensuring that the stories and creativity of its designers are celebrated on the world stage.
Fashion Trust Arabia’s commitment to nurturing local talents and promoting cultural design heritage is a testament to its crucial role in the evolving fashion landscape.
