Fashion expo showcasing Jordanian talent opens at Ras El Ain

AMMAN — Souq Dezain, a fashion and design exposition, opened today at the Ras El Ain Hangar in Amman featuring 40 designers, with specialties including home decor, oriental fashion, shoe wear and jewelry.

The expo will run until Saturday and was organised by Dezain Space, according to a joint statement sent to The Jordan Times, which added that with support from the EU through the “Jordanian Action for the Development of Enterprises” project and Zain, Dezain Space organised the expo as a business-to-business event for designers to showcase their 2019 collections.

The aim of doing so was to provide start-up designers with a chance to showcase their work and help establish themselves as leaders in their design field.

The expo will also provide linkages between the fashion industry in Jordan and Europe for designers to promote Jordan as a destination in fashion. Prominent designers and successful business people will also have the chance to share their experiences through panel discussions at Souq Dezain, the statement said.

Commenting on Souq Dezain, Egidijus Navikas, the EU Delegation’s chargé d’affaires, said: “The ecosystem 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.”

Shamekh Al Bluwi, one of Dezain Space’s founders, added that “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 [in] from around the world, who will benefit the designers to take their brands to the next level”.

Sima Najjar, another founder of Dezain Space, said they decided to establish Dezain Space after they realised the creative sector was in need of the same specialised support provided to start-ups in the ICT sector.

“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.