Morocco wins THE FIRST Arab World Fashion Awards

 

PRIX DE LA MODE DU MONDE ARABE means ARAB WORLD FASHION AWARDS.

This new fashion initiative, launched in Paris, signals a turning point as the global fashion scene finally shines a spotlight on designers from far beyond the usual capitals of Paris, London, Milan, and New York.

The more than 20 countries that make up the Arab World are home to a sizable number of designers who were raised in cultures that shaped their sense of style, which is distinct from what we all constantly see in fashion magazines and fashion weeks.

It was also anticipated that the Parisian fashion community would start such an initiative because Paris continues to be the fashion capital of variety in comparison to other fashion capitals.

Morocco is one of the recipients of the award for this inaugural edition, which featured some exceptionally gifted contenders.

The fashion industry is thrilled that Lina Kouhaili won the first Arab World Fashion Prize (Prix de la mode du monde arabe) in Paris.

While many anticipated that the winner would undoubtedly be a fashion designer who created clothing, this gifted designer created something wholly unconventional.

Although stating accessories might not seem remarkable, we can see how unique Lina's vision is.

According to Lina, bags and accessories are like furniture pieces in a vacant house that add a touch of crazy, soulful energy, or the finishing touch that enhances everything else.

Since she was a young child, she has been sketching and translating the pictures in her head. She now incorporates it into both her personal and professional daily routines. Every day, she sketches in her sketchbook, which helps her realize her ideas and, most importantly, envisage them before making them a reality.
Drawing, in her opinion, is a sort of magic formula that makes a concept come to life.

According to Lina, she never felt like she was a part of the fashion industry; instead, she felt more like she was toying with its codes and languages and that she belonged more to the world of artists like painters and sculptors.

Perhaps this is because, for years, the fashion world has focused on the same countries’ pop culture and commercial interests, leaving those from other backgrounds feeling like outsiders.

Lina doesn't know if the fashion industry is prepared for this drastic shift of embracing non-Western talent and erasing that fact to merely include them in the ethnic style category, but she thinks it will have to alter.

She believes that customers are more prepared than the industry.

There are still very few non-Western designers, and significant problems with glamorization and cultural appropriation at the core of fashion firms.
She believes it is crucial that non-Western creation continue to evolve, mature, and create its own codes, impacting the globe without looking to the West for approval.

Lina has a strong interest in Moroccan fashion, particularly its history and archives. Everything inspires her, including the rolled-up sleeves of caftans and the ribbons that riders wear on their heads.

She is moved by the backstory of each Moroccan fashion detail, which is purposeful and well-considered.

Her designs are rooted in history. She is determined to develop those customs, rituals, and stories from this source of awe.

Lina adds, “I don’t know if I deserve the Arab Fashion Award more than the other contestants because they were all so talented. But I feel incredibly grateful, because I showed my most vulnerable and sincere self, without trying to please or convince. It was a difficult exercise, but I think that honesty touched the jury. 

In the end, it was pure creativity and emotion that spoke for me.”

In addition to winning the prize for transforming things into handbags, Lina Kouhaili gained the ability to enter the global fashion market and make a difference.

It seems that the East is finally owning the power it has always deserved after years of having few options on the catwalk, in advertising campaigns, and in periodicals.