Ten local labels will be showcased at this Bond Street department store to promote the Emirates’ creative talent.

If you’re passing through London this summer, you might want to pay a visit to Fenwick (and for more than just the excellent beauty counters).

The historic department store, located on the capital’s Bond Street since 1891, is hosting a pop-up showcasing 10 UAE designers from July 11 until September 3.

The idea is the brainchild of the Sharjah-based Irthi Contemporary Crafts Council, an arts body that was launched to help raise the profile of UAE designers and artisans.

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The council, which is part of the NAMA Women Advancement Establishment, partnered with the high-end store to bring fashion, accessories and homewares from the Emirates to London.

Among the brands taking part are Zayan the Label (whose eclectically embellished dresses we’ve long been a fan of), Emirati jewellers Alia Bin Omair and Amal Haliq, and womenswear designer Faissal El-Malak.

The prettiest 💕#whitedress #ss17 #loveartandgroceries

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Local labels IAMMAI, Align, Neon Edge and Twisted Roots will also be included in the initiative, as will Sheikha Hind Majid Al Qassimi’s porcelain line and royal designer Sheikha Madiyah Al Sharqi’s womenswear collection.

As part of the curated pop-up, the 10 designers will also get their pieces placed in the store’s Instagrammable shop windows.

“Irthi Contemporary Crafts Council aims to empower women by developing new market opportunities and sectors for crafts, and reviving the skills and cultural heritage of the UAE,” Reem Bin Karam, director of NAMA Women Advancement Establishment, told The National

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“London is one of the global fashion capitals and, as such, is an important market to build recognition and the credibility of UAE-based designers, enabling our talent to showcase their skills on an international stage, and reach a new audience.”

The designers showcased will receive proceeds from sales made in Fenwick, while a percentage will also be invested in initiatives supporting female artisans in the UAE and the Middle East, the council added in a statement.

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Image: Irthi Contemporary Crafts Council/Instagram