Global brands present collections at Heya

Organised by Qatar Tourism Authority (QTA), the 11th Heya Arabian Fashion Exhibition, which concludes today at the Doha Exhibition and Convention Centre, showcases 17 international exhibitors and hosts four embassies.They have been introducing visitors to designers from Japan, Spain, Portugal and Qatar’s Year of Culture partner – Germany. Featuring at Heya for the first time include Inuñez from Spain, QueenMart from Singapore and Elsa Barreto from Portugal as they present their collections of modern modest fashion. The collection included tunics, embellished gowns, palazzo trousers and accessories. The industry has flourished traditionally in Muslim countries. However, the trend has seen a surge in popularity in the West as millennial influencers and bloggers have used social media to share their modest, fashion-forward silhouette with the world. Bloggers such as Haneen al-Naqdi and Najwa gained thousands of followers who want to recreate their own trend looks. Along with couture designers, Dolce and Gabbana, who released a luxury hijab collection last year, high street retailers such as Mango, Monsoon and DKNY have launched Ramadan edits and collections of modest clothing to attract the Muslim market. “Heya has grown to become so much more than an exciting regional shopping destination,” said Ahmed al-Obaidli, exhibitions director at QTA.“As the industry as evolved, we have embraced the changes happening across the globe to bring exciting international brands together, introducing them to new audiences and expanding their reach while reflecting the true diversity of the modest fashion industry and its appeal to women all over the world,” he added.