When Talent Meets Support

This year’s FTA (Fashion Trust Arabia) 2024 Prize happened in Marrakech and the OHLALA team was there to cover the event, which celebrates fashion and talent in the region.

Qatar and the fashion universe have a close relationship. The country has become a reference for the field in the region in recent years, with many high-end brands landing on its shores, exclusive collections available only here and exhibitions centred around the theme.

However, one initiative that stands out is Fashion Trust Arabia (FTA), a non-profit organisation focused on scouting, funding and nurturing design talent across the MENA (Middle East and North Africa) region. Launched in 2018, following the success of Fashion Trust UK, it is under the patronage of HH Sheikha Moza bint Nasser as honorary chair, with co-chairs HE Sheikha Al-Mayassa bint Hamad Al-Thani and Tania Fares. One of the main missions of this enterprise is to bring global awareness to the region’s fast-growing creative industry and give a platform for its talents. FTA provides financial awards and strategic, world-class industry mentorship opportunities for MENA region design talents who are ready for the international market.

This year, the sixth annual edition of the FTA 2024 Prize (at which the winners are announced), happened at the iconic El Badi Palace in Marrakech, Morocco, as part of the Qatar-Morocco 2024 Year of Culture. This partnership is a way of nurturing lasting connections between diverse communities through cultural exchanges and collaborations. OHLALA was invited to be part of this exciting event and was there to witness this gala night.

The stylish affair brought together international and regional celebrities, press and industry leaders. HE Sheikha Al-Mayassa and Tania Fares welcomed guests, expressing their commitment to supporting the next generation of designers. The evening was hosted by American actress Angela Bassett and Egyptian actor Ahmad Helmy. Some of the names attending were Alton Mason, Aya Nakamura, Balqees Fathi, Carla Bruni Sarkozy, Da’vine Joy Randolph, Evan Ross, Farida Khelfa, Halima Haden, Hande Erçel, Helena Christensen, Imaan Ammam, Jameela Jamil, James Blake, Jodie Turner-Smith, Isabelle Huppert, Lucien Laviscount, Nadine Njeim, Natalia Vodianova, Nicky Hilton, Paloma Elssesser, Paris Jackson, Precious Lee, Richard E. Grant, Taraji P Henson and Yasmine Sabri. The leading entertainment was the British singer and songwriter Sophie EllisBextor performing her biggest hits.

The seven winners were chosen by the FTA Jury, consisting of industry experts, from the 24 designer finalists. They showcased their collections and competed in the following categories: Ready-to-Wear, Eveningwear, Accessories, Jewelry, the Franca Sozzani Debut Talent Award, the Guest Country Award (in partnership with Spain), and the newly launched Fashion Tech Award. Each winner received a cash prize ranging from USD100,000 to USD200,000, as well as a personalised, one-year mentorship programme provided by FTA’s Retail Partners and a global network of industry professionals. This comprehensive support covers vital topics in fashion business development, including sustainability, through mentorship from Maison De Mode. Additionally, the winners of the Ready-to-Wear, Eveningwear, Accessories and Jewelry categories will have their collections carried at Harrods internationally and Ounass in the MENA region.

Egyptian designer Nadine Mosallam clinched the Ready-to-Wear category with her innovative, playful, culturally inspired designs.

Qatar’s Yasmin Mansour took the Evening Wear Prize with her elegant, original concept and said at the event: “This is my first time visiting Marrakech as part of the Qatar-Morocco 2024 Year of Culture events, and it was an honour to receive the award from Princess Lalla Hasnaa – it was a special moment. Everything in this city is special. I want to thank Qatar and Her Excellency Sheikha Al Mayassa for their constant support and encouragement, not just for me but for all creatives in Qatar and the Arab world. I’m also happy to show the public my work that I completed in Doha, this was a message I’ve been working on for a while, and finally we see ‘Made in Qatar’ within this fashion category.”

Meanwhile, Egyptian designer Reem Hamed’s footwear brand RAMLA won in the Accessories category with a delightful mix of traditional and modern design.

Saudi brand A Piece Of Art (APOA), led by Noura Abdulaziz Al Saud, Sara Naif Al Saud and Mashael Khalid Al Saud, claimed pride of place in the jewellery category.

The Franca Sozzani Debut Talent Award went to Palestinian-Jordanian designer Sylwia Nazzal, of Nazzal Studio, for her remarkable designs rooted in Palestinian heritage. At the event, she told us: “I am so grateful to win the Debut Talent prize. It’s such an honour, especially that it’s been a year since October [2023] (when the tensions in the Palestine region started), and we owe [it to Palestine] to do more and this is just a step closer to where we need to go.”

The Fashion in Tech Award was clinched by Jordanian multidisciplinary designer and digital fabricator Batoul Al-Rashdan of Studio B.O.R for her creative use of technology and bio-based materials.

Finally, Spanish label Acromatyx, run by Francisco Barroso and Javier Garcia, received the Guest Country Award for their innovative creations.

SPECIAL CREATIONS

A collection commissioned by Qatar’s Years of Culture initiative from jewellery designer Miryam Labiad, founder of Mimia LeBlanc Jewelry, was showcased during the FTA 2024 Prize. She was asked to design a bespoke collection to celebrate the Qatar-Morocco 2024 Year of Culture. Miryam took inspiration from the jewellery created by the Amazigh (also known as Berber), indigenous populations of the Maghreb region of North Africa, as well as used some Andalusian influences to develop the commissioned pieces.

The capsule is now featured at Qatar Museums’ Museum of Islamic Art alongside the exhibition Splendours of the Atlas: A Voyage Through Morocco’s Heritage, available until March 8, 2025.

One of the pieces is a statement pendant with natural lapis lazuli, grey diamonds, cabochon rubies and a mother-of-pearl inlay, which draws inspiration from Morocco’s Royal Silver Jewelry Collection. Another displays the Amazigh’s tradition of using coins as adornment and features a rare Moroccan coin depicting his late Majesty Mohamed V, the grandfather of the current King Mohammed VI. A third piece resembles an ancient Moroccan necklace (a Serdouk), with a phoenix with rubies, emeralds, diamonds and white mother-of-pearl, set in frosted yellow gold. “It has been an enormous honour to spend time with peerless examples of Amazigh and traditional Moroccan jewellery and to be inspired by them to design these one-of-a-kind pieces that revel in the rich history of Moroccan jewellery-making. I look forward to seeing my works displayed among the objects that inspired them,” said the designer.

It is important to mention that Qatar’s Years of Culture initiative is a driving force to promote cultural partnerships between Qatar and other nations. It fosters respect and understanding among diverse cultures and brings people together.

For more information, please visit www.fashiontrustarabia.com
@fashiontrustarabia
@yearsofculture

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