IFDC’s Pret-A-Cover ™ Buyers Lane signs with Debenhams, Kuwait

August 30 th , 2018 Dubai  


IFDC’s Pret-A-Cover™ Buyer’s Lane (PACBL), a revolutionary modest fashion and design program by Islamic Fashion Design Council (IFDC) has signed with Debenhams to launch the modest fashion section under Debenhams Fashion Week in Kuwait.


6 designers from IFDC’s Pret-A-Cover™ Buyers Lane program have been selected by Debenhams senior buyers to launch at the high profile event in Kuwait from September 12th to September 22nd; with a goal that this eventually will lead to ongoing store placement in the modest fashion section of the store curated by IFDC’s placement team. The selected designers have catapulted their careers to the global stage by being chosen for the Pret-A-Cover™ Buyers Lane program by the IFDC selection committee. This has lead them to exciting opportunities through leading retailers like Debenhams who are now working closely with each designer to further develop their brand with an aim for a multi store placement for PACBL designers within the Debenhams chain.

“We’re excited by the opportunity to partner with Pret-A-Cover™ Buyers Lane (PACBL) where we will be showcasing six new and exciting modest fashion designers for a 10 day modest fashion event, along with a host of already established and popular modest wear brands in store”, said  Mark Ashman, Vice President of Debenhams Middle East, “Since the opening of our flagship Debenhams store earlier this year, customers have been drawn to our new modest wear fashion brands, a fast growing fashion segment in the Middle East which is predicted to be worth over $500 billion by 2025”.

Breaking away from the traditional industry formula, IFDC’s Pret-A-Cover™ Buyers Lane focuses on the business development of its participants through in-store placements and unique arrangements with retailers that allows the buyers to feel less pressure on having to attend PACBL events for only buying purposes and rather gain more for their stores by way of exposure and opportunities with a highly coveted consumer group, the modest fashion shoppers.

“It has been non stop since the revolutionary launch of Pret-A-Cover™ Buyers Lane. In fact, the work just began after our event closed at Citywalk, Dubai earlier this year. We are different in that we remain with tthe designers well after the event ends until they have reached a new level in their business – it’s quite a commitment but truly the only way to see significant results. The IFDC team will build on opportunities for them as we continue discussions with more and more retailers, media, and industry players on behalf of PACBL designers”, said Alia Khan, Chairwoman of IFDC,”Boosting a designer’s career certainly is a process that does not happen over night, it takes patience and perseverance and we never give up on anyone that we believe in. That’s why this Debenhams collaboration is particularly close to our heart. With their out of the box thinking, the new event concept in Kuwait is filled with excitement and promises for modest consumers and designers!”

Debenhams have confirmed the following modest fashion designers from IFDC’s Pret-A-Cover™ Buyers Lane program: ZAW Fashion, PhiCasa, Talabaya, Nasrin, Natasha Kamal, Whyte by Nishay. “We plan to increase the positioning of current and more IFDC designers as we further develop our modest fashion offerings to our customers,” added Mark Ashman.




ZAW Fashion
Natasha Kamal

Other brands in the spotlight from IFDC’s Pret-A-Cover™ Buyers Lane include The Modist, Astel, Isabella Caposano, Blue Meets Blue, Under-Râpt, The Hijab Lee, Kopenhagen Fur, Al Nisa, Aristocrat Kids, Anita Sondore, The Room, Minnow Zola, Sawour, Mix Furs, Moretosee, Bianco Mimosa, Holik Gloves, Araida, and the brands of Fashion Valet. With the support of leading interior designers Burgundy & Zoq and exciting new art initiative of Artist Playground by Pullman Hotels, the PACBL offering always stays fresh and exciting. Among the leading supporters of positive change for the PACBL designers is SILVERbac, creators of an antimicrobial technology that incorporates directly into the fibres of the fabric to eliminate odours and bacteria for the life of the garments, particularly useful for hijabs, abayas and thawbs – and now creating exciting new opportunities for modest fashion players!

IFDC’s Pret-A-Cover™Buyers Lane launch event in Dubai earlier this year was supported by Dubai Islamic Economy Development Centre who is leading the global Islamic ecomony to new horizons.

Contact IFDC press office at: Office@IFDCouncil.org

Contact Debenhams press office at: Rola.Ezzeddine@alshaya.com

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