DSS 2007 Sheila and Abaya Fashion begins tomorrow

Organised by DSS in collaboration with BurJuman, M.A.C., and CRYSTALLIZEDTM - Swarovski Elements, the unique fashion show features local and GCC designers with the aim of showcasing the latest trends in sheilas and abayas.

The five-day event will see two designers or labels in two shows everyday at 7pm and 7:45pm. The first show for the evening features the label First Choice House by designer Abrar Abdul Karim. The second show at 7:45 features the label Saryous by designer Sara Quamber. The Observatory opposite the Virgin Megastore on the first floor of BurJuman will be the venue for the glittering fashion event.

Suhaila Gobash, DSS Sponsorship Manager said, 'This event is part of the DSS Office's constant endeavour to diversify its events portfolio to cater to all tastes. Sheila and Abaya Fashion witnessed an overwhelming response in its inaugural edition, hence we are successfully organizing it for the second year. This success is also due to the fact that sheilas and abayas are popular among a wide range of nationalities.'

Eisa Adam Ibrahim, General Manager, BurJuman said, 'BurJuman believes that luxury fashion does not only come from abroad, but also grows within Dubai. Our clientele are sophisticated and discerning and since the Abaya and Sheila are such important elements of Emirati culture, we want to showcase the best of the best where local designers get the recognition they deserve.'

Founded by Abdul Wahid Mohamad Al Awadhi in Riyadh in 1996, First Choice House is famous for its design concepts in the competitive market, achieved through continuous research in the field of design by professional designers. With a yearly turnover of AED 27 million and retail outlets all over the Middle East, the fashion house has had presence in some of the biggest fashion events in the region.

The second designer to display collections will be Sara Quamber. Originally from Bahrain, Sara relocated to Dubai three years ago and also runs an advertising agency. Her knowledge of local and Middle Eastern markets has enabled her to create unique designs for Abaya and Sheila Fashion. The designer is planning to go one step ahead and open an exclusive unit for Sheila & Abaya design.

Another highlight of the show is the Swarovski Arabian Creation Award where designers will compete in three categories, namely 'Best Casual Designer', 'Best Formal Designer', and 'Best Creative Designer'. The final selection of winners will be done after the last show on August 27th, with awards being presented the same evening.