Branding is an essential concept in the fashion world. The brand expressed by a designer and their work is what draws people in, getting them to wear those clothes as an expression of their own personal style.
On September 11, 2017, Runway Prestige presents the debut of Maarkah fashion showcase, which will attempt to raise the profile of talented designers, primarily from Africa and the Middle East, who are largely underrepresented in the fashion world in general, and at New York Fashion Week in particular.
The Westchester-based marketing agency will bring its event production and fashion promotion experience to create a high-end event with a unique focus that should become an important part of the NYFW experience.
We spoke with the owner of Runway Prestige and producer of Maarkah, Rabab Abdalla, about September’s show and started out by asking about why she choose to focus on designers from Africa and the Middle East.
“I decided to focus on designers from the Middle East and Africa because I feel there is an underrepresentation of designers from those regions.” she told me. “If you think about it, how many shows have you been to that had one, or more than one, designer from those regions? Most fashion shows have designers from the western world. Official NYFW shows are no different. You may see one or two designers there and most accolades post-show are not given to them.
“Maarkah, meaning “brand” in Arabic, will represent the underrepresented, focusing on providing a platform for remarkable aspiring Middle Eastern and African designers providing comprehensive support and opportunity. It is for designers to feel welcomed and equally talented as mainstream designers in the western world during New York Fashion Week.”
What people may not realize is that these designers are already being worn by celebrities and are very recognizable, even if their designers aren’t household names yet.
“Many designer are definitely dressing Hollywood A-Listers and are taking over on the red carpet,” Rabab explained to me.
Who are some of the designers who celebrities are wearing?
“Taylor Swift, Angelina Jolie, Adriana Lima, Taraji P. Henson, and Ellie Kemper, to name a few, all wear Reem Acra, a designer from Lebanon.
“Jennifer Lopez is a big fan of Lebanese designer Ellis Saab, whose clothes are also worn by Meryl Streep, and Janelle Monae. Jennifer Lopez is also big on another Lebanese designer, Zuhair Murad, who’s also popular with Tracee Ellis Ross.
“Director Ava DuVernay paid tribute to Saudi designer Mohammed Ashi at the 2017 Academy Awards. Winnie Harlow has worn Nicolas Jebran, who’s from Lebanon, and Giuliana Rancic wears Rani Zakhem, a Lebanese designer who was raised in Kenya.
“At the 2017 Golden Globe Awards in January, so many celebrities wore Arab designer gowns such as: Tracee Ellis Ross, Lily Collins, Sofia Vergara, Olivia Culpo, Elsa Pataky, Jessica Biel, Felicity Huffman, Julia Louis-Dreyfus, Emily Ratajkowski, Kristen Wiig, Giuliana Rancic, Raya Abirached, and Trace Lysette.”
Wow! What it is about the work of these designers that you feel has made them so popular among the A-List crowd?
“I think most Arab designers are very luxurious,” said Rabab, “meaning they don’t skim on the type of fabrics or embellishments used. A lot of them use luxury fabrics and stones like Swarovski. I think the same of African designers.
“African print is a big hit among the stars. Rihanna, Solange Knowles, Lydia Hearst, Dawn Richard and Lydia Hearts have all worn looks from Nigerian designer Deola Sagoe. Gwen Stefani is known to make bold statements in African prints at events worldwide. Angela Simmons and Thandie Newton wear Jewel By Lisa. First lady Michelle Obama has worn African print, as have Kanye West, Kim Kardarshian, Amber Rose and Angela Simmons.”
The goal of Maarkah, which will be presented at Studio 450 (450 W 31st St, New York, NY 10001), is to bring attention to these talented artists in New York City and shine a spotlight on their work, to give them the exposure they deserve to a wider audience.
I’m looking forward to attending Maarkah in September and hope that by bringing attention to this show, it’ll help in its mission. I asked Rabab if she had any final thoughts she wanted people to remember.
“’They,’ the designers, are the Maarkah, the brand, that needs recognition. Runway Prestige, LLC is a production company that is providing the platform for Maarkah designers to be seen and become marketable in the United States. Maarkah New York Fashion Week is not exclusive but inclusive.
“We will welcome designers from across the globe who wish to showcase on this platform. This is the way of Middle Eastern and African culture, you welcome anyone and everyone. Through Maarkah we aim to share the region’s beauty of art, design, culture, food and tourism promotion.”