17th Edition of Heya Arabian Fashion Exhibition opens with a focus on homegrown talent

The exhibition, held under strict precautionary measures, marks the resumption of business events in the country  

Held under the patronage of Her Excellency Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, the 17th Edition of Heya Arabian Fashion Exhibition opened on Friday, 27 November at the Doha Exhibition and Convention Center (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 is organised this year by Qatar Business Events Corporation (QBEC), a subsidiary of QNTC.

Secretary General of Qatar National Tourism Council and Qatar Airways Group Chief Executive His Excellency Mr. Akbar Al Baker commented, “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 reenergise 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.

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 (MOPH) including 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 ten talk shows, four fashion shows, one introductory session and two workshops.

Talk Shows:

A series of ten talk shows highlighting fashion icons, designers, leading figures from the education sector and content creators is woven through the programme to ensure 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 in Qatar (VCUarts Qatar), Qatar Business Incubation Center (QBIC), M7 and numerous other organisations.

Fashion Shows:

The opening day featured fashion shows presenting winter collections by BEENAS and Chic Tag. On the third day of the exhibition (Sunday, 29 November), Heya will host fashion shows by VCUArts Qatar: the 2020 Fashion Alumni Graduation Show at 8:00 pm and the Faculty Fashion Show at 8:30 pm.

Partners & Sponsors:

The partners of 17th edition of Heya are: Bentley (Official Sponsor), W Doha (Official Hotel Partner), Mada Centre (ICT Accessibility Partner), Virginia Commonwealth University (Education Partner), Education Above All (CSR Partner), Bedaya (Career Partner). Other partners include Maison de Joelle, H.E.N.K.S, Bioskin Spa, Walters, and Halo, along with media partners ILoveQatar (Official Digital Media Partner), Marhaba, Dunes, T Magazine and Long Lifestyle Qatar.

New Identity:

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.

Online Registration:

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 which must be shown at the entrance. This registration will be valid for entry throughout the 5 days of the exhibition. Walk-in guests without prior registration may also register in the foyer area.

Heya will remain open till 1 December from 10 am- 10 pm, 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, please visit www.heya.qa.


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