Posted on May 01, 2017

Uniting fashion enthusiasts, entrepreneurs, designers, shoppers and international visitors the 11th edition of Heya Arabian Fashion Exhibition offers ladies a series of exciting ‘free-to-attend’ workshops, talks and forums created to inspire, nurture and delight.

Open from 10:00AM to 10:00PM daily, Heya brings visitors a thrilling array of complimentary experiences, for all ladies, from serious fashionistas to women looking for style and beauty tips. In partnership with iconic French fashion school ESMOD and Middle East celebrity Maison de Joelle, and many more industry experts, Heya offers a collaborative arena to learn new skills at Doha Exhibition Conference Centre until Tuesday (2 May).

The ‘École supérieure des arts et techniques de la mode,’ or ESMOD, is the iconic French private school of fashion founded in Paris in 1841 by the master tailor Alexis Lavigne, and the world’s first and oldest fashion design school with exclusive and patented methods. ESMOD is this year providing a daily programme of hands-on workshops at Heya to share practical knowledge and guidance to aspiring designers and fashion influencers. Insightful workshops given so far have included ‘How to Launch Your Own Fashion Brand’ and ‘Fashion Illustration’.

TV personality and makeup artist to the stars, Joelle Mardinian, of renowned beauty and spa, Maison de Joelle, opened Heya with a talk entitled ‘Where Does Beauty Go with Joelle?’. The acclaimed makeup artist is also due to host two workshops devoted to helping women enhance and transform their appearance. Qatar’s largest modest fashion event also brings aspiring designers and fashion enthusiasts panel discussions and fashion talks to unlock their potential. Heya’s opening forum which took place on Friday, brought guests from Qatar and Germany together to discuss ‘How Culture Affects Fashion’ while Sunday’s forum speakers Elsa Baretto and Alexandra Esteves discussed ‘Uncover the Marriage of Textiles and Fashion’.

Heya Arabian Fashion Exhibition 2 [qatarisbooming.com].jpg

Concluding Friday’s opening talk, Sandra Wilkins, Chair of Fashion Design, VCU-Q, said: “Heya is a great source of inspiration for young designers and entrepreneurs to tap into. This year’s show brings a broader international perspective to the workshops and talks taking place, which makes Heya appealing for all.” Bringing the clothes exhibited at the show to the catwalk are lively daily fashion shows, held throughout the afternoons and evenings, which bring to life emerging global trends and the new collections of abayas, jalibiyas, gowns, kimonos and other pieces that visitors can purchase at Heya.

In the final two days of Heya, ladies are encouraged to arrive early for the workshops held daily at 10:30, 12:30 and 15:30. Monday’s workshops will be hosted by Maison de Joelle on ‘All About Skin,’ (10:30) and Esmod on ‘Footwear Design’ (12:30) and ‘Fashion Illustration,’ (15:30). Monday’s schedule also includes two talks: ‘How Does a Fashion Buyer Think’ (16:30) and ‘The Global Presence of Spanish Brands’ (18:15). While Tuesday brings a masterclass from makeup brand Woojooh on ‘Creating a soft look’ (10:30) and two workshops from ESMOD ‘How to Become a Fashion Designer’ (12:30) and ‘Islamic Fashion’ (15:30).  

Fashion enthusiast and beauty blogger, Mirna Zeljkovic, who participated in the ‘How to Launch Your Own Fashion Brand’ workshop ran by ESMOD, said: “Today’s workshop was great - full of lots of practical information to help you think of the business side to your brand. I never struggle with ideas, and this has given me the confidence to bring them to life.” Catering to the growing demand for modest and Islamic fashion, Heya introduces visitors to over 250 regional and international exhibitors, over a third of which are from Qatar. The show’s eminent reputation provides a high-profile platform and launch pad for established and emerging local and Khaleeji designers to tap into the booming modest fashion industry.

Organised by Qatar Tourism Authority and delivered by Design Creationz, Heya is a free-to-attend event reserved to ladies over 12 years of age. For further information about the forums, workshops and fashion shows taking place download the Heya mobile app, visit www.heya.qa, or follow Heya on Instagram, Twitter, Facebook, Snapchat – Heya.qa, or YouTube

This year’s official hospitality partners, Qatar Airways, Shangri-La Doha and Adagio aparthotel are offering travellers discounted rates to explore Heya and the many cultural experiences that Qatar offers. 

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