* The 17th edition, held under strict precautionary measures, marks resumption of business events in country
* Event opens with dazzling ceremony attended by dignitaries, exhibitors and prominent personalities from world of fashion
Held under the patronage of HE Sheikha Al Mayassa bint Hamad bin Khalifa al-Thani, the 17th edition of Heya Arabian Fashion Exhibition opened on Friday at the Doha Exhibition and Convention Centre (DECC), marking the first event of the season hosted by Qatar National Tourism Council (QNTC).
The exhibition is part of QNTC’s vibrant calendar of events and has been organised this year by Qatar Business Events Corporation, a subsidiary of QNTC.
Qatar National Tourism Council secretary-general and Qatar Airways Group chief executive HE Akbar al-Baker said: “As we host the first major exhibition of the season, I take this opportunity to acknowledge our country’s successful efforts during this challenging phase, which enabled us to be here today and to resume the activities of the tourism sector.
“Heya has grown over the years to become a leading exhibition of modest fashion, strengthening the country’s position as a hub of fashion innovation in the region and beyond. QNTC is working with its partners across the public and private sectors to create offerings tailored to the country’s domestic market and to re-energise its tourism sector.”
The 17th edition of Heya highlights Qatar’s homegrown talent and local entrepreneurs making their mark in the world of modest fashion. Over 150 brands are being showcased, ranging from high-street apparel, haute couture and luxury, to the latest modest evening gowns and abayas.
The exhibition opened with a dazzling ceremony attended by dignitaries, exhibitors and prominent personalities from the world of fashion, QNTC said in a press statement.
The opening day featured an introductory session by Maha al-Sulaiti, acting director of M7, and a talk show with Amal Ameen of AMICI DI MODA and media personalities Ola Alfares, Asma al-Hammadi and AlFtoon al-Janahi.
Heya is being organised under stringent precautionary measures in line with the hygiene and safety guidelines put forth by the Ministry of Public Health. These include limiting the visitor capacity to 30%, mandatory use of masks, presenting the Ehteraz application on entrance, and following social distancing measures.
It features a rich programme of events spread over five days, including 10 talk shows, four fashion shows, one introductory session and two workshops, the statement notes.
A series of 10 talk shows highlighting fashion icons, designers, leading figures from the education sector and content creators is woven through the programme to ensure that Heya continues with its tradition of supporting aspiring designers and entrepreneurs.
The talk shows brought out renowned personalities from the worlds of fashion, media and education, including representatives from Virginia Commonwealth University School of the Arts in Qatar (VCUarts Qatar), Qatar Business Incubation Centre, M7 and numerous other organisations.
The opening day featured fashion shows presenting winter collections by BEENAS and Chic Tag. On the third day of the exhibition, (today), Heya will host fashion shows by VCUArts Qatar: the 2020 Fashion Alumni Graduation Show at 8pm and the Faculty Fashion Show at 8.30pm.
Heya’s new calligraphic logo uses a contemporary and abstract lettering of the Arabic name and executes it in a modern interpretation of classic calligraphy. It takes a very short word but expresses it in an iconic way, using a delicate mix of calligraphy and typography. It also uses contrasting thin and thick strokes to reflect elegance and the original burgundy colour of the brand is maintained.
To better manage visitor traffic, all guests are required to register at https://app.contactless.io/public/workspaces/qbec/events/heya/forms/vis prior to the event.
Upon confirming registration, they will receive a QR code that must be shown at the entrance. This registration will be valid for entry throughout the five days of the exhibition. Walk-in guests without prior registration may also register in the foyer area.
Heya will remain open until December 1 from 10am to 10pm, for women only; children below the age of the 13 are not permitted to enter the exhibition.
For more information on the 17th Heya Arabian Fashion Exhibition, one can visit www.heya.qa.
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