May 2nd , 2018 Dubai  

“It’s a modest revolution” was the key slogan for what was a one of a kind event that gathered artists from all over the globe to celebrate beauty, creativity, and style. The modest fashion industry  players became “a part of the legacy” as the industry is taking off and Pret A Cover™  Buyers Lane (PACBL) was a benchmark platform to continue expanding this massive market with new strategies never seen before. The ground-breaking event took place in upscale City Walk, Dubai. Produced by Islamic Fashion and Design Council (IFDC), supported by Dubai Islamic Economy Development Centre (DIEDC), from 28th March to 2nd April 2018. Now you can see all the highlights, videos, and reports on the exciting 6 day revolution here!

The originality of this event was conceptualized on the switch from traditional catwalks to an immersive 360-degree video experience, which was accompanied by 15 screens, 25 projectors, LED, project mapping, and water screen holographic effects that took place every night at the venue along with VIP sessions. This mesmerizing show portrayed the collections of the 40   international modest fashion designers and artists, along with leading sponsoring partners who were also present with exquisite bespoke luxury pop up lounges and activations for the whole week. Sponsors included Aston Martin, Pullman Hotels, Emirates Airline, Careem, SILVERbac, Burgundy, ZOQ, Kanoo Travel, Kopenhagen Fur, Veen Water, Qomrah Photography, Le BHV Marais, British Centres for Business, Dubai Chamber and many more revolutionary partners who came forth to support the changes created by IFDC.

In addition to the fashion designers, the event also had the launch masterminded by Pullman hotels who jointly launched the exciting art galleries with IFDC called Artist Playground by Pullman. The initiative is meant to promote regional art and culture through accessible galleries in the Pullman hotel lobbies. Another important launch at the PACBL event was of Silverbac entering the Middle East market. This company has developed an avant-garde technology that uses pure silver into the base polymer of textiles to make it antibacterial and more enduring. Another two companies, Burgundy and ZOQ, responsible for bringing a refined and upscale concept to PACBL, these leading interior design teams put their uber luxury and unique touch in every pop-up lounge that yielded a charming bespoke look for each one. The results left no doubt in everyone’s minds on why they are the most sought-after events and interiors leaders in the region! Then the Grazia Magazine modest issue launch at PACBL confirmed why this event was the most exciting global platform for modest fashion and lifestyle.

PACBL was the “it” event and gathered leading personalities and global fashion publications like   Harper’s Bazaar roundtable discussion with PACBL designers, Grazia ME’s pop interviews, coverage, and Awards recognizing the fashion videos from the PACBL daily shows that stood out for them. The event was trending on social media, where appreciation like best dressed, best photographs, and giveaways graced the virtual world. Gobal press hailed from every corner of the   world including Associated Press, New York Times, The National, CNN, Gulf News, Washington Post, CNBC, ARY, Taiwan News, Yahoo, Al Bayan, Fast Company amongst other top media titles.

As the Chairwoman of IFDC, Alia Khan, manifests “ … fasten your seatbelts. The modest revolution officially started with Pret A Cover™ Buyers Lane, and it continues…”, so get ready, the ride gets more exciting from here on!

INQUIRIES: Office@IFDCouncil.org

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