Fashion Trust Arabia: Championing the Next Wave of Regional Design Excellence
Last weekend, Qatar once again served as the vibrant epicentre for the seventh iteration of Fashion Trust Arabia (FTA). This prestigious award ceremony is rapidly solidifying its reputation as a crucial barometer for identifying and nurturing emerging design talent across the Middle East and North Africa (MENA) region. More than just a prize, FTA functions as a vital platform, providing not only essential financial grants but also the invaluable industry support that can significantly impact a designer’s trajectory in an increasingly competitive global fashion arena.
The roster of this year's esteemed recipients beautifully encapsulates the diverse and dynamic creative landscape of the MENA region. From Morocco, designer Youssef Drissi, the visionary behind the label Late For Work, was honoured with the Ready-to-Wear award. His compatriot, Leila Roukni, garnered the Accessories prize, showcasing the depth of talent emerging from the Kingdom. Saudi Arabia’s Ziyad Albuainain received the coveted Evening Wear award, a testament to his exquisite craftsmanship and design vision. The innovative spirit of the region was further highlighted by Bahrain’s Touchless, which clinched the Fashion Tech distinction. Egypt’s FYR stood out in the highly competitive Jewellery category, a remarkable achievement.
The Impact of Financial and Strategic Support
The financial backing provided by FTA is substantial, with grants ranging from a significant $100,000 to $200,000. This level of funding represents a genuine lifeline for young designers who often struggle with the immense costs associated with launching and sustaining a fashion brand. While a runway show is arguably the purest form of artistic expression for a designer, the associated expenses can soar to as much as $150,000. Such figures are often prohibitively out of reach for nascent labels. In contrast, fashion awards like FTA offer a dual benefit: they provide the necessary financial firepower to execute ambitious collections and marketing strategies, alongside offering unparalleled global exposure. Furthermore, these platforms grant designers direct access to influential industry figures and power brokers – connections that money alone simply cannot procure.
A Proven Model for Global Success
The efficacy of this award-driven support model is well-established, with a rich history of launching and elevating design luminaries. The International Woolmark Prize, for instance, famously served as a launchpad for legendary designers Karl Lagerfeld and Yves Saint Laurent in 1954. More recently, the British Fashion Awards (now simply known as The Fashion Awards) have been instrumental in propelling the careers of numerous celebrated designers since 1989. Names such as Jonathan Anderson, the creative director of Dior (who was in attendance at the FTA ceremony), Daniel Lee of Burberry, Grace Wales Bonner of Hermes, Erdem, Craig Green, and Simone Rocha have all benefited from the prestige and visibility afforded by these accolades.
The LVMH Prize has similarly provided a significant boost to emerging talents, including Thebe Magugu and Casablanca by Charaf Tajer. In the United States, the CFDA Fashion Fund has long acted as a crucial springboard for American designers, nurturing talents like Thom Browne and The Row. Likewise, the Queen Elizabeth II Award for British Design has expanded the international reach of designers such as SS Daley, Priya Ahluwalia, and Richard Quinn. These examples underscore the undeniable impact of financial aid and strategic support in fostering long-term, sustainable careers within the demanding fashion industry.
Building a Regional Ecosystem of Support
Since its inception in 2018, the non-profit Fashion Trust Arabia has been diligently working to replicate this successful model of grassroots support for designers within the MENA region. Initiatives like the Abu Dhabi Music & Arts Foundation x Dolce & Gabbana prize offer invaluable paid internships to Emirati fashion and jewellery designers, providing them with hands-on experience and industry connections. Dubai Fashion Week continues to play a pivotal role in raising the profile of regional designers by showcasing them alongside established global brands. The February 2026 edition, for example, has confirmed Italian designer Alberta Ferretti as its guest of honour, signalling its growing international influence.
In Saudi Arabia, the establishment of the Fashion Fund, announced in September, represents another significant step forward. While structured as a private equity investment fund rather than a direct prize, its dedicated focus on the fashion sector is a noteworthy development, signalling a broader commitment to fostering the industry's growth.
FTA's considerable influence is bolstered by the significant backing of Mayhoola, the Qatari investment group that also holds stakes in renowned fashion houses such as Valentino, Balmain, and Pal Zileri. This powerful support system is something that major fashion weeks in London and New York, currently facing their own pressures, must surely view with considerable envy. Rachid Mohamed Rachid, the chief executive of Mayhoola, plays a key role as a member of the FTA board and judging panel, lending his extensive industry expertise. Furthermore, Sheikha Moza bint Nasser, a prominent figure and mother of the Emir of Qatar, Sheikh Tamim, serves as the honorary chair, lending immense gravitas and influence to the organisation.
Access to Industry Luminaries
The involvement of such influential figures ensures that emerging designers receive a calibre of attention and exposure that would otherwise be exceptionally difficult to attain. This year's FTA ceremony alone attracted a constellation of fashion and cultural icons. Attendees included Pierpaolo Piccioli, the creative director of Balenciaga; Anna Wintour, Condé Nast’s chief content officer; esteemed French actresses Juliette Binoche and Isabelle Adjani; and Hollywood actor Adrien Brody.
The 2025 jury was equally impressive, comprising luminaries such as Lebanese couturiers Zuhair Murad and Rabih Kayrouz, Italian designer Giambattista Valli, Swiss-Chilean model Paloma Elsesser, Schiaparelli’s creative designer Daniel Roseberry, Jordanian-Romanian shoe designer Amina Muaddi, and Imran Amed, the founder of Business of Fashion. Adding to the prestige, Miuccia Prada, a titan of the fashion world, graced the Qatari capital to accept a well-deserved Lifetime Achievement Award.
For designers, the exposure generated by such high-profile events and platforms is truly invaluable. Palestinian designer Ayham Hassan, for example, who received the Debut Talent award, had already achieved recognition with wins at the British Fashion Council x Net-a-Porter and the Mr Porter Education Fund awards. His work, which deeply draws upon his Palestinian heritage and incorporates intricate traditional embroidery crafted by women in the West Bank, has found a wider audience through these prestigious platforms. Hassan shared with TN Magazine that such recognition not only introduces his creations to new demographics but also serves as crucial validation from industry leaders, inspiring him to continue his artistic journey. "It was incredible to be recognised," he stated, reflecting on the profound impact of these accolades.
A Blueprint for the Future of Regional Fashion
In an industry where a significant two-thirds of start-ups unfortunately cease to exist within the first decade, the infusion of capital, coupled with dedicated mentorship, can be the decisive factor between a label achieving sustainable success or quietly fading into obscurity.
With its extensive reach, strong credibility, and unwavering commitment, Fashion Trust Arabia is effectively providing a vital blueprint for nurturing emerging talent while simultaneously elevating the overall creative standing of the MENA region on the global stage. Having successfully paved the way, and with a growing number of similar ecosystem-building initiatives now emerging across the region, the future for young Arab designers appears exceptionally bright and full of promise.
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