Fast fashion and lifestyle tycoon SHEIN is partnering with next-gen Arab designers through its SHEIN X Designer Incubator Program. The program’s previous launch in January 2021 has led over 600 designers to hit the mainstream fashion world and forecast an added reach of 3,000 designers by the end of 2022.
The designer incentivisation program is a means to uplift the work of small independent regional designers by providing a renowned platform to build their careers in, as well as provide consumers with new and diverse styles to shop from. The designers part of the extended program come from around the world, spanning the US, Canada, Mexico, UK, France, Italy, Spain, UAE, Malaysia, Australia, and more.
So, what does the SHEIN X Designer Incubator Program entail for the Middle East? Over the course, 57 Arab designers from the region have unveiled their respective capsule collections with the final one dropping in February 2022. The initiative follows the fashion retailer’s first-ever offline event SHEIN YOUTOPIA that was held in Dubai, coinciding with the Dubai Shopping Festival. From the program, ten designers also shared their breakthrough journeys and their brand stories to the attendees at the event.
“As one of the most important markets, The Middle East has played an important role in the development of the brand,” said Tala Zhang, the regional marketing manager of SHEIN Middle East, on choosing the region as its perfect choice for SHEIN YOUTOPIA. “Dubai’s influence has extended around the world. In line with its growing cultural influence, Dubai has been touted for some time now as an emerging fashion capital, in terms of global designers and influential brands, as well as influencers and celebrities, based on that we believe Dubai is a perfect option for a fashion brand to have its real-life activation event.”
The collaborative collections include the creations of Arab designers such as Armand Mehidri, Arwa Al-Rashed, Lina Mane, Dana and Hala Zubari, Safiya Abdallah, Sara Al Saud, Farah Wali, Aaya Ajumaily, Areej Abdullah, Leen Nizameddin, and Lubna alHomsi.
