As a cheaper solution for brands, pop-up shops have gone from being gimmicky to normalised in recent years.
But forced to stay home and still practicing social distancing, shopping has become somewhat trivial. And for small businesses and emerging designers, this unfortunately means even more adversity and challenges ahead.
This is where EASTWAVE comes in. EASTWAVE is a new virtual pop-up store dedicated to emerging and established designers from the MENA region. Bringing the best of Arab fashion to the world, the entirely digital pop-up aims to spotlight the rising brands that you’d be hard-pressed to find in malls and high streets.
The brainchild of Dana Mortada of Fashion Collective in Los Angeles, Judy Daghestani of LFHM in Dubai, and Christian Daccache of Bureau Des Créateurs in Beirut, EASTWAVE is an on going project which will be hosted on different platforms every season, with the first season currently housed on Dubai-based e-commerce platform Maison Orient –EASTWAVE has one objective: showcase and celebrate Arab talent.
Although it might seem reductive to think of an entire region as one cohesive “trend”, the rise of designers like Elie Saab and Amina Muaddi is proof that Arab designers deserve to be celebrated.
But EASTWAVE doesn’t just want to make you invest in Arab designers; the virtual pop-up store has also pledged to put their money where their mouth is and donate a percentage of their sales to trusted Lebanese NGO’s in a bid to aid in the current Beirut relief.
A myriad of designers showcased by EASTWAVE have already received accolades, such as Beyoncé-approved Jeux de Mains, 2019 Fashion Trust Arabia’s Ready-to-Wear winner Roni Helou, and Jewellery brand Bil Arabi. In addition, EASTWAVE is also stocking some lesser-known designers such Yassmin Saleh, Talar Nina and Zaid by Zaid Farouki.
Get to know the brands below: