Break from routine

With COVID-19 continuing to impact the fashion industry, brands are adjusting to a new normal.

Overnight, Saudi Arabian designer Arwa Al Banawi announced on Instagram the changes she is making to her contemporary brand.

“We are now at the bring of a new normal and as w pace towards the future together, we aim to use this time to be mindful as we adapt and innovate in this ever-changing fashion climate,” she said.



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In order to adapt, Banawi explained her label would be “leaving behind” the old version of themselves.

“Humbly leaving the old behind us, we decided that schedule calendars on collection releases are no longer the fundamentals of creating authentically curated pieces from our house,” she said.

“We will drop collections at our own pace, creating timeless pieces for our customers; pieces to love and enjoy continuously all times.”

Earlier this month, Saint Laurent announced that it is stepping away from the regular schedule and will “lead its own rhythm, legitimating the value of time and connecting with people globally by getting closer to them in their own space and lives”.


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Regional fashion brands are also feeling the shift with many focusing on their digital strategies, including couturier Zuhair Murad who told us that the brand would need to shift most of our efforts digitally.

“Couture week may have been cancelled in its physical sense, but now more than ever, everyone into fashion will be closely tuning in across social media platforms to see what brands have to deliver,” he added.

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Images: Instagram