Abu Dhabi, 25 September 2018 – Under the patronage of Her Highness Sheikha Mariam bint Khalifa bin Saif Al Nahyan, Yas Mall, the largest mall in Abu Dhabi, is set to prove that modesty is the new elegance, with its second Modest Fashion Weekend from 4-6 October. This stylish 3-day event will feature energetic and glamourous catwalk shows, a jewellery showcase, customization workshops, a ‘See Now, Buy Now’ pop-up shop and a spectacular design competition.
Yas Mall has partnered with Grazia Middle East for the Modest Fashion Weekend, as the most fashion-forward stylists and editors will curate breath-taking modest fashion shows from the mall’s fashion brands including Tryano, Debenhams, H&M, Marks & Spencer, plus many more.
The Modest Fashion Weekend aims to inspire Yas Mall’s customers with this conservative trend that is dominating the international catwalks, including the opportunity to participate in a modest wear customisation workshop and see an exclusive preview of the newest MKS Jewellery collection designed by Her Highness Sheikha Mariam bint Khalifa bin Saif Al Nahyan.
Fashionistas can also visit the Grazia Middle East ‘See Now, Buy Now’ pop-up for a chance to buy the specially curated modest collection straight from the runway and can even take home a special tote bag, with all proceeds going to Make-A-Wish Foundation. There will also be a Magic Mirror where visitors can try on the outfits and receive a special insta-friendly photo as a souvenir.
To support local emerging talent, this summer, Yas Mall and Grazia Middle East launched a Modest Fashion design competition, Project Modest, in which the winner, chosen by a judging panel including fellow modest wear designer Sara Al Madani, Sharmila Murat, General Manager of luxury department stores Tryano and Saks Fifth Avenue, Alison Tay, Grazia’s Editor in Chief and Olivia Phillips, Grazia’s Digital Editor. The winner will win a mentorship with Sara Al Madani, and will receive a two-week internship with the regional magazine, and have their designs created and sold at Tryano in Yas Mall during the 3-day event.
Shatha Al Romaithy, Director of Marketing at Yas Mall, commented: “We were delighted with the response we received last year for Abu Dhabi’s first Modest Fashion Weekend and so this year we have made our event even bigger and better! Collaborating with Grazia Middle East we wanted to champion modest wear through our dazzling catwalks from our retailers whilst also inviting our visitors to participate in several inspirational interactive activities such as our customisation workshops, a jewellery showcase, a ‘Buy Now See Now’ pop-up shop and a local designer competition. We look forward to welcoming everyone to Yas Mall to learn more about this conservative yet elegant fashion trend.”