Fashion enthusiasts converge at BurJuman as 2007 Sheila and Abaya show opens to huge crowds

Apart from fashion enthusiasts, designers, and buyers, the opening show was attended by Suhaila Gobash, DSS Sponsorship Manager and other senior DSS Officials.

Organised by the DSS Office in collaboration with M.A.C., and Swarovski, the fashion show is being held in the Observatory on the first floor of BurJuman. The five-day event will see two designers or labels in two shows everyday at 7pm and 7:45pm.

A highlight of the show is the Swarovski Arabian Creation Award where at the end of the event on August 27th, the award will be bestowed on the best designers in three categories - 'Best Casual Designer', 'Best Formal Designer', and 'Best Creative Designer'.

First Choice Fashion House
Designer Abrar Abdul Karim displayed his expertise in embroidery with various intricate patterns woven throughout the length of the abaya. Golden embroidery used against a backdrop of black looked stunning under the spotlights while he chose to embellish other abayas with semi-precious stones. Laces and frills were also used extensively used in the show.

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.

Saryous Fashion
The second designer to display collections was Sara Quamber with her label Saryous Fashion. Originally from Bahrain, Sara relocated to Dubai three years ago and also runs an advertising agency. Her knowledge of local and Middle Eastern markets enabled her to create unique designs for Abaya and Sheila Fashion.

Sara Quamber's designs were predominantly based on floral patterns that adorned the sheila and the abaya. Another characteristic feature was the liberal use of bright colours that added glitter to the collection.

On August 25th, two other labels, Al Bandar, and Hanadi Fashion by designer Hanadi Ahmad will display the latest in their collections. Al Bandar Fashion, located in BurJuman since 1995, is one of the leading sheila and abaya design companies in Dubai. Mostly focused on the local market, the fashion house has its own factory with a team of professional designers.

The second designer to feature on August 25th, Hanadi Ahmad, is a young Emirati designer with a diploma in graphics and design. This ambitious designer uses the aid of technology to create exquisite sheilas and abayas and will display her latest designs in the show.