Three Emirati fashion labels have wowed judges in the final of a competition to dress more than 30,000 Expo 2020 Dubai volunteers and team members, showcasing designs that blend cutting-edge styles with the UAE’s rich heritage.
The shortlisted designers – By Laha (Hamda Abbas, Sara Mustafa and Zainab AlShaikh), ARSHYS (Arshia Alam Khan) and Twisted Roots (Latifa Al Gurg) – were selected from a number of high quality submissions made by designers from across the UAE who had been invited to participate in the competition.
Expo 2020 launched the uniform design competition in September this year as an initiative to engage the UAE’s fashion community and to offer an empowering platform for their work to reach a global audience.
The three finalists each received AED 50,000 and were asked to create samples of their collections, which were today presented in a runway-style showcase at Expo 2020’s newly opened House of Volunteers.
Their full collections include top, bottom, jacket, hat, bag, tie, scarf, kandora, ghitra, abaya, shayla and an accessory. Concepts have been judged based on their representation of Emirati culture, practicality and sustainable elements.
The trio was evaluated by a panel chaired by Her Excellency Reem Al Hashimy, UAE Minister of State for International Cooperation and Director General of Dubai Expo 2020 Bureau. The panel also comprised Expo 2020 volunteers and staff from various departments, as well as Manuel Arnaut, Editor-in-Chief of Vogue Arabia, Sass Brown, Founding Dean, Dubai Institute of Design and Innovation and Jazia Al Dhanhani, CEO, Dubai Design and Fashion Council
Dr Hayat Shamsuddin, Vice President, Arts and Culture – Content and Programming, Expo 2020 Dubai, and a member of the evaluation panel, said: “The UAE is committed to preserving its rich culture and heritage, and to passing it on from one generation to the next. As the first World Expo to be held in the Middle East, Africa and South Asia (MEASA) region, Expo 2020 offers an invaluable opportunity to showcase our creativity, values and traditions on a global stage.
“With more than 30,000 people proudly wearing the uniform for six months as they help to welcome the world to the UAE, it will be one of the most visible elements of the Expo.
“All three finalists have demonstrated a tremendous passion for their work and pride in being associated with Expo 2020 Dubai.”
The runway show was followed by a presentations by each of the designers, allowing judges to understand the inspiration behind their concepts.
Guests at the showcase included experts from leading organisations in the fashion industry, including Dubai Design District, Dubai Institute of Design and Innovation, Fashion Forward Dubai and Dubai Design and Fashion Council, all of which have played a significant role in supporting the competition.
Hamda Abbas, co-founder of By Laha, said: “To have the opportunity to design the uniforms for the biggest event the UAE has ever hosted is a privilege, and to be among the three finalists is a dream come true.”
Arshia Alam Khan, designer and founder of ARSHYS, said: “My designs are inspired by the falcon, the UAE’s national bird and a symbol of force and courage. They reflect the UAE’s position of authority in hosting such a prestigious event, which is opening its doors to the world. Being Emirati, it has been an incredible opportunity to be involved in this national project, whatever the outcome of the competition.”
Latifa Al Gurg, founder of Twisted Roots, said: “Born and raised in the UAE, I have seen first-hand the remarkable growth and evolution of this country, and I have attempted to reflect that in my designs. I feel privileged to have been given a chance to contribute to Expo 2020’s legacy.”
Reflecting Expo’s theme, ‘Connecting Minds, Creating the Future’, the uniform must be practical, weather appropriate and easily identifiable but modest. Supporting one of Expo 2020’s three subthemes, Sustainability, designs using recycled or organic fabrics, zero waste concepts, or which take into account sustainable practices and innovations throughout the supply chain are weighed more favourably.
Bong Guerrero, CEO and co-founder of Fashion Forward Dubai, said: “All three designers did a tremendous job in expressing their individual creative capacity and talent, while also working within the parameters of the competition.
“By Laha’s collection reveals some beautiful colours inspired by the Expo logo and UAE landscape. Their designs are simple, trendy and contemporary with a cultural theme.
“ARSHYS shows great attention to detail, with a lot of consideration given to the symbolism of colour and pattern. The designs are highly practical and have a strong local flavour.
“Twisted Roots has presented a delightful evolution of the UAE national dress; the elegant lines are cohesive throughout all their components and represent the past incorporated into the future.
“It is going to be a tough decision to pick a winning design, but I am excited to see what the much-anticipated Expo 2020 uniform will look like.”
The final designs will be revealed later this year, after a comprehensive evaluation by the panel.
About the designers:
By Laha
Founded by best friends Hamda Abbas, Sara Mustafa and Zainab AlShaikh, By Laha is a Dubai-based brand whose abaya designs have matured over time to become a collection of ready-to-wear, contemporary pieces.
Inspired by the timeless Emirati style, the brand uses minimalist alternatives to traditional clothing, its subtle essentialism earning a loyal following since its launch in 2009.
Natural material choices with a keen focus on sustainable handcrafted production practices inform each collection's composition and highlight the designers’ personal aesthetics.
ARSHYS
Inspired by the concept of ‘slow fashion’ (which includes sustainability and conscious design) and the idea of producing a small capsule collection, Emirati designer Arshia Alam Khan established ARSHYS in Dubai in 2017 as a bold, quirky, contemporary womenswear brand.
Arshia’s designs for the Expo uniform strongly depict UAE culture, with design elements that are inspired by a falcon in flight, the Expo 2020 logo and the UAE national flag. The collection reflects the progressive nature of the UAE, incorporating one of the most traditional and oldest crafts, the sadou, in a modern way while keeping the overall look international.
The ARSHYS concept pays detailed attention to Sustainability, with options to source organic fabrics from eco-friendly resources, or recycled polyester yarn from crushed plastic bottles.
Twisted Roots
Latifa Al Gurg grew up in a talented family heavily involved in the construction and architectural design field, allowing her to acquire a great eye for detail, structure and clean lines. Her passion for design came to fruition in 2014, when she launched Twisted Roots in Dubai as a brand that offers affordable luxury with contemporary classics that are inspired by travel.
Latifa’s initial inspiration for the competition came from His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, who, when launching the official logo of Expo 2020, said: “We were and will always be a pot that gathers civilisations and a centre for innovation. Over 4,000 years ago, the people who lived on this land had a deep creative spirit and today the people of this country are building the nation’s future for centuries to come.”
Inspired by the growth and evolution of the UAE, Twisted Roots’ designs use traditional and modern cultural references, including skies, stars, deserts, circles, embroidery and weaving.
The judging panel:
Her Excellency Reem Al Hashimy UAE Minister of State for International Cooperation and Director General, Dubai Expo 2020 Bureau
Rolando Martins Chief Visitor Experience Officer, Expo 2020 Dubai
Dr Hayat Shamsuddin Vice President, Arts and Culture – Content and Programming, Expo 2020 Dubai
Abeer Al Hosani Head of Volunteers – Human Resources, Workforce and Volunteers, Expo 2020 Dubai
Virginia Wesley Senior Manager, Uniforms – Human Resources, Workforce and Volunteers, Expo 2020 Dubai
Clive Stephens Director, Event Operations, Expo 2020 Dubai
Sandy Jabbour Graphic Designer, The Narrative Lab, Expo 2020 Dubai
Ruba Al Ayed Director – Communications, PR and Media Relations, Expo 2020 Dubai
Manuel Arnaut Editor-in-Chief, Vogue Arabia
Alia Al Khoori Expo 2020 Volunteer
Salem Bin Beshr Expo 2020 Volunteer
Sass Brown Founding Dean, Dubai Institute of Design and Innovation
Jazia Al Dhanhani CEO, Dubai Design and Fashion Council
Expo 2020 runs between 20 October, 2020 and 10 April, 2021. It is expected that Expo will record 25 million visits, with 70 per cent of visitors predicted to come from outside the UAE – the highest proportion of overseas visitors in the 167-year history of World Expos.
