2021/22 ISSUE - Arab Fashion Week
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2021/22 ISSUE
© ARAB FASHION WEEK 2021, ALL RIGHTS
RESERVED
TABLE OF CONTENT
ABOUT ARAB FASHION COUNCIL 3
ABOUT ARAB FASHION WEEK 4
MILESTONES 6
THE FASHION ICONS AWARD 7
CELEBRITIES 11
CALENDAR 12
VENUE 14
MEDIA 15
AUDIENCE 17
PROPOSAL 18
BENEFITS EXAMPLES 20-34
2
THE COUNCIL
Founded in 2014, the Arab Fashion Council
has the mission to develop and nurture the
creative industry in the Arab world.
The Arab Fashion Council work supports
the United Nations Sustainable Global
Goals through entire process of executing
its vision.
1 COUNCIL FOR 22 COUNTRIES
SIMILAR INTERNATIONAL ORGANISATIONS
THE FASHION
WEEK
The Arab Fashion Week
(AFW) is the only official
fashion week and one of
the world’s 5 most
important fashion events
alongside New York
(NYFW), London (LFW),
Milan (MFW) & Paris
(PFW).
4
● Named Lebanese Superstar, Maya Diab,
Fashion Icon of the Arab World.
● 15 fashion week editions hosted in 5 years.
● Presenting over 465 brands to the Middle
● One of the Top 5 Fashion Week
East and Paris.
globally
● 52 different countries participated at the
● The only Men’s Fashion Week in
Arab Fashion Week.
Asia and Middle East.
● 135,000 audience attended our shows in
● The only Fashion Week to have
person.
gone Virtual with streaming the
MILESTONES
● 11850 international guest travelled to
shows online in the Middle East and
attend the event.
achieved a reach exceeding 1.5
● Over 14250 hotel rooms books till today.
Billion.
● Over 57000 people tagged us on
● Made history in Riyadh by hosting
Instagram.
the first fashion week in the Saudi
● Over 5.2 Billion media and social media
Arabia in April 2018.
impressions from 2015 till today.
● Made history by hosting the world’s
● Hosted legendary brands such as Jean
first floating fashion week in Dubai
Paul Gaultier & Iris van Herpen.
at the Queen Elizabeth 2 Cruise Ship
5
● Partner of Paris Fashion Week
in May 2018.
GLAMOUR
THE MOST GLAMOROUS
EVENT IN THE MIDDLE
EAST.
6
THE FASHION ICON AWARD Last year the Lebanese Superstar Maya Diab opened the Arab Fashion Week and was named the Fashion Icon of the Arab World. This year Maya Diab will hand the Award to the new named Icon, which is Barbie. 7
THE FASHION ICON
AWARD
Is an international award
ceremony hosted by the Arab
Fashion Council in Dubai on
the opening night of the Arab
Fashion Week (24 October
2021) in the presence of
international media,
celebrities and digniaties.
8
EMANNE BEASHA
The 10 years old girl that shocked the world
with her angelic voice, the finalist of
America’s Got Talent and winner of Arab Got
Talent will perform on the Opening night
this October in effort to empower young
girls to achieve their dreams and women to
9
support their children.
THE BARBIE AWARD On October 24 Barbie will be named the Fashion Icon during a charity Gala Dinner and Pink Carpet in the presence of international and local celebrities and media. 10
CELEBRITIES ATTENDING
The Gala dinner will welcome wide number of celebrities from the MENA
region including Maya Diab, Yasmine Sabry, Balqees, Paris Hilton, …
11MEN’S WOMEN’S
NEW YORK / 06-10 JUNE
06-10 JAN
08-12 SEP
14-18 FEB
LONDON/ 11-14 JUNE
11-14 JAN
17-21 SEP
19-23 FEB
MILAN/ 18-22 JUNE
18-22 JAN
22-24 SEP
23-27 FEB
PARIS/
22-27 JUNE 25 SEP - 05 OCT
22-27 JAN 28 FEB - 08 MAR
INTERNATIONAL
CALENDAR
DUBAI/ 28-30 JAN
28-30 JUNE
24-28 OCT
24-28 MAR
12SCHEDULE STRUCTURE
24 OCT 25 OCT 26 OCT 27 OCT 28 OCT
① 10 AM – 10 PM ① 10 AM – 10 PM ① 10 AM – 10 PM ① 10 AM – 10 PM ① 10 AM – 10 PM
DESIGNERS DESIGNERS DESIGNERS DESIGNERS DESIGNERS
APARTMENT APARTMENT APARTMENT APARTMENT APARTMENT
② - ② 12.30 PM PANEL & ② 12.30 PM PANEL & ② 12.30 PM PANEL & ② 12.30 PM PANEL &
③ 6:00 PM PINK CARPET TALKS TALKS TALKS TALKS
④ 7:00 PM COCKTAIL ③ 6:00 PM Registration ③ 6:00 PM Registration ③ 6:00 PM Registration ③ 6:00 PM Registration
⑤ 8:00 PM AWARDS/ ④ 7:30 PM Show 1 ④ 7:30 PM Show 1 ④ 7:30 PM Show 1 ④ 7:30 PM Show 1
GALA/ SHOW ⑤ 8:00 PM Show 2 ⑤ 8:00 PM Show 2 ⑤ 8:00 PM Show 2 ⑤ 8:00 PM Show 2
⑥ 8:30 PM Show 3 ⑥ 8:30 PM Show 3 ⑥ 8:30 PM Show 3 ⑥ 8:30 PM Show 3
⑥ 11:00 PM PARTY
⑦ 9:00 PM Show 4 ⑦ 9:00 PM Show 4 ⑦ 9:00 PM Show 4 ⑦ 9:00 PM Show 4
⑧ 9:30 PM Show 5 ⑧ 9:30 PM Show 5 ⑧ 9:30 PM Show 5 ⑧ 9:30 PM Show 5
⑨ 10:00 PM Show 6 ⑨ 10:00 PM Show 6 ⑨ 10:00 PM Show 6 ⑨ 10:00 PM Show 6
⑩ 11:00 PM PARTY
13THIS IS D3 The Arab Fashion Week’s home is Dubai Design District (d3), a creative city that surpasses the expectations of a typical creative neighbourhood. d3 forges the inspiring, authentic, and relevant ideas shaping Dubai’s future as a leading destination of design, art, and culture. 14
OFFICIAL MEDIA
PARTNER
THE MEDIA
The Arab Fashion Week is literary covered by every
prestigious media outlet from Vogue, Grazia, Harper’s
Bazaar, L’Officiel, Madame Figaro, Marie Claire, GQ,
BOF.…
The AFW media value has exceed 58M$ and 5.2 Billion
Impressions on social, digital, print and tv.
15SOCIAL MEDIA
A powerful insight to communicate directly with the end
user. The Arab Fashion Week official facebook page
reached over 144 Million people in 5 days during the last
AFW March Edition.
16Over 85,000 audience attend the AFW each year.
WOMEN 64%
MEN 36%
AUDIENCE INSIGHT
UAE 37% In addition to tier 1 local and international celebrities, the Arab
KSA 20%
Fashion Week attracts a growing local, regional and
GCC* 12%
MENA* 11% international audience of educated, affluent creative
EUROPE 7% professionals and passionate early adopters in the 21 to 45 years
USA 5%
old age range who are key players in fashion, private equity &
RUSSIA 4%
LATIN AMERICA 3% investment, design, technology, retail and media. The AFW
CHINA 1% physical event hosts over 85,000 guests annually and the live
*1 GCC: Bahrain, Kuwait, Oman and Qatar reaches over 144,000 users on facebook alone. It is the
*2 MENA: Middle East and North Africa (Excluding GCC)
trendsetting force of the regional fashion scene.
17TAILORED PACKAGE
OFFICIAL AIRLINE
PARTNER
1 Advertisement banners on Arab Fashion Week Etihad loyalty program members to be enabled to
Exclusive Airline Partner
website for 3 months. Value 50,000$ redeem their miles to attend the Arab Fashion Week and
purchase their favorite looks off the runway.
Etihad’s spokesperson cutting the Ribbon during
the opening; Etihad Airplane Footage Placement in the AFW
teaser campaign to posted on social media and
Etihad’s spokesperson speech during the Fashion shared by influencers and media. To reach over AFW to Flying International and regional celebrities and
Awards; 100 Million people on social media. value 150,000$. influencers on Etihad to post on Instagram and tag
Etihad.
Etihad’s spokesperson interviews with media. Etihad logo featured on the Pink Carpet’s Media.
Mention in all the press releases, your Guest Management Registration Desk to resemble Hosting Arab Fashion Week Pop-Up store at the Etihad
spokesperson quote in all the press releases Etihad's check-in counter at the Airport & AFW Terminal in Abu Dhabi. For Etihad passengers to be
generating over 1Billion Reach. Value 1 Million $ hostesses to wear Etihad uniform to accommodate able to shop the shows 6 months in advance.
the guests during the Fashion Week.
Etihad Logo on the invitation cards to AFW industry
and VIP guests sent by AFC and on all the RUNWAY VIP EXPERIENCE to 30 Etihad guest to 10 Seats at the Fashion Icon Awards on the 24th of
marketing collaterals. attend The Shows on the first row. October 2021. Value 100,000$
Confirmation cards to resemble Etihad boarding Etihad video campaign to be screened on the led- 50,000 website clicks guaranteed from UAE and Saudi
pass, for the guests to present at the Check-in. Wall before each show. Value 150,000$. Value 60,000$
10 Advertorial social media posts and 15 Stories Etihad Voice Over to take the seats before each
featuring your marketing campaign Value 100,000$ show to resemble the in-flight announcement. wall. BARTER DEAL
Value 150,000$
30 Business Class Tickets/ Season
Hashtag # of your marketing campaign on the posts
50 Economy Class Tickets/ Season
Etihad lounge at the Arab Fashion Week for the VIP
of all our Social Media channels. and Media to access, the lounge to be enabled with
WIFI, Laptops and Catering.
Logo presence on the AFW Website, homepage
footer and partners' page; * Please note that in the next pages you will be able
to view example of the benefits.
All images are for illustration purposes.
Etihad advertorial article on the AFW website.THE BENEFITS EXAMPLES
ETIHAD THE ARAB FASHION WEEK’S
OFFICIAL AIRLINE PARTNER.
20PARTNERSHIP TITLE
- Official Airline Partner.
- Exclusivity on the same category.
- One Year Agreement/ 4 Seasons
BRANDING
- ETIHAD’s Logo mention on the AFC and AFW website
with hyperlink to ETIHAD website. Logo mention on both
footer of the homepage (Example 1) and on the Partners
page (Example 2).
- Dedicated advertorial article on the Arab Fashion Week’s
website + article write-up. (Example 3)
- Advertising Banner on the Arab Fashion Week and Arab
Fashion Council’s website’s homepage. (Example 4 )
Example 1Example 2
The Fashion Week’s Official Carrier ETIHAD AIRWAYS
BOOK NOW
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do
eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim
ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut
aliquip.
"Sed ut perspiciatis unde omnis iste natus error sit voluptatem
accusantium doloremque laudantium, totam rem aperiam, eaque ipsa
quae ab illo inventore veritatis et quasi architecto beatae vitae dicta
Example 4
sunt explicabo.
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do
eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim
ad minim veniam, quis nostrud exercitation ullamco laboris nisi. Example 3SOCIAL MEDIA
- 20 advertorial and editorial social media posts/
year on all the @arabfashionweek and
@arabfashioncouncil social media channels
(Example 5)
- 40 Instagram stories/ year on both AFW and
AFC Instagram accounts.
- Dedicated Hashtag on all related Social Media.
Example 5The Arab Fashion Week returns to physical from 24-28
October 2021 presented by Dubai Design District.
Today, the Dubai based Arab Fashion Council© confirmed that Arab
Fashion Week is set to return to Dubai from 24-28 October 2021
presented by the Dubai Design District supported by ETIHAD.
Following the success of the previous virtual editions that generated
over 1 Billion views during the last seasons, the Arab Fashion Week is
set to maintain its full program virtually and return back to the
physical shows will be welcoming Fashion Enthusiasts to the Dubai
MEDIA Design District to explore the Fashion scene that Dubai has to offer
during Expo 2020. ...
- Mention in the Fashion Week official press
The Arab Fashion Council has partnered with ETIHAD AIRWAYS as the
release which will also be published on the Fashion Week’s official airline partner to fly the fashion industry experts
Example 6 and celebrities to attend the event. Lorem ipsum dolor sit amet,
Fashion Week’s website, news section. consectetur adipiscing elit, sed do eiusmod tempor incididunt ut
labore et dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip.
(Example 6)Example 7
The Fashion Week’s Official Carrier
MEDIA
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor
- Dedicated newsletter to the Fashion Week’s incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis
nostrud exercitation ullamco laboris nisi ut aliquip.
Database composed of 150,000 UAE based
"Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium
potential clients. The HTML newsletter could doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore
veritatis et quasi architecto beatae vitae dicta sunt explicabo.
be pure advertorial or editorial. 4
Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed
Newsletters / Year... (Example 7)
quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt..SHOW BOARDING
PASS Example 8
24/
28
OCT
24/ 2021
28 DUBAI
OCT DESIGN
MEDIA Present this to the hostess at
2021 DISTRICT
Etihad Check-in Desk
- Logo on the invitation cards to AFW
industry and VIP guests sent by AFC and on
Example 9
all the marketing collaterals. (Example 8) Cordially invites you to attend the Arab
Fashion Week for Spring Summer 2022
hosted in Dubai, d3 from 24-28 October
- Confirmation cards to resemble Etihad 2021.
boarding pass, for the guests to present at
the Check-in. (Example 9)- Guest Management Registration Desk
to resemble Etihad's check-in counter
at the Airport & AFW hostesses to wear
Etihad uniform to accommodate the Example 10
guests during the Fashion Week.
(Example 10)- Etihad lounge at the Arab Fashion
Week for the VIP and Media to access,
Example 11
the lounge to be enabled with WIFI,
Laptops and Catering. (Example 11)- Etihad video campaign to be screened on the
led-Wall before each show. (Example 12)
Example 12OFFLINE MARKETING
- ETIHAD Influencers and VIP to receive front
row invites. (Example 13)
Example 13- 10 VIP seats for the Fashion Icon
Example 14
Awards Gala Dinner. (Example 14)- Hosting Arab Fashion Week Pop-Up
store at the Etihad Terminal in Abu
Example 15
Dhabi. For Etihad passengers to be
able to shop the shows 6 months in
advance. (Example 15)AWARENESS
DRIVING CLICKS (TRAFFIC)
- Possibility to launch a digital campaign that
could drive over 50,000 guaranteed clicks/ CONVERSION
Year to your website or to NAMSHI with a
Example 16
targeted UAE audience. (Example 16)CONTACT US AQRA@ARABFASHIONCOUNCIL.COM WWW.ARABFASHIONCOUNCIL.COM WWW.ARABFASHIONWEEK.ORG
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