Delegation of the European Union to Jordan

Souq Dezain Fashion Expo showcased work of prominent Jordanian designers

Amman, 07/04/2019 - 09:35, UNIQUE ID: 190407_1
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AMMAN, April 7 — Souq Dezain, a fashion and design exposition, opened its doors at the Ras El Ain Hangar in downtown Amman for visitors for four days. It included 40 designers, with specialties ranging from home decor, oriental fashion, shoe wear, jewelry among other creative works.

The expo "Souq DeZain" comes as part of wider European Union efforts to support entrepreneurship and private sector development in Jordan, through the EU "Jordanian Action for the Development of Enterprises”(JADE) project.

With the support of JADE Project and Zain, Dezain Space put together the expo as a B2B (business-to-business) event, for designers to showcase their 2019 collections. In doing so, it provided "start – up "designers such as the home decor “Dragoste” and “Jeld”, and many more, with the chance to showcase their work and help to establish themselves as leader in their field.

The expo also provided linkages between the fashion industry in Jordan and Europe and designers, to promote Jordan as a destination in fashion.

Additionally, prominent designers and successful businessmen shared their experience at Souq Dezain. During eight panel discussions, these guest speakers presented their thoughts on how to become a successful designer. It is hoped Souq Dezain will create a network of Jordanian talents, regional and international peers, as well as buyers, for potential business opportunities.

Speaking at the press conference, Mrs Corinne Andre, EU Delegation's First Secretary, said: "The Eco-system that supports talented Jordanian youth, who want to transform creative ideas into successful business models, is growing and becoming more professional. The EU is delighted to support this ecosystem and to help Souq Dezain, and other incubators like Shamal Start, Oasis500, and IPark to go beyond the Jordanian borders".  

Al Bluwi also highlighted the international scale of the event by saying: “At the Souq we are focusing not only on the market place but also on exposing the designers to international expertise that we are flying from around the world, who will benefit the designers to take their brands to the next level.”

Sima Najjar and Shamekh al Bluwi, Dezain Space’s founders, have high hopes for the event, and what it means to the Jordanian artist and to Dezain Space itself. Najjar and Al Bluwi established Dezain Space when they realized that the creative sector was in need of the same specialized support provided to start-ups in the ICT sector. Dezain Space has since become Jordan’s premiere incubator for fashion and design to support Arab talent. “I believe we have a lot of passionate talent in Jordan but it is difficult to grow. Souq Dezain is creating an opportunity for local brands to launch their new collections and get noticed,” said Najjar.

Since its formation, Dezain Space has been a leading organization providing essential support for entrepreneurs and start-ups in the fashion and design industries. To date, accomplishments include the first edition of Souq Dezain that was held in May 2018, with 38 designers working closely with the Dezain team on a special collection for the event. The event's positive outcomes include a high visitor rate, extensive media coverage and sales. With the support of the European Union in attracting more entrepreneurs, 90 of which are currently supported by Dezain, and by providing training and mentorship support, this year is set to be even bigger, covering the full spectrum of fashion and product design.


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