UAE- Moving Forward with local designer Furne One

(MENAFN- Khaleej Times) Ahead of this weekends Fashion Forward showcase we speak with designer to the stars Furne One about what to look forward to at this years event

Though he’s dressed some major starlets in Hollywood and has achieved international recognition when designer Furne One closes out the fifth season of Fashion Forward on Sunday with a runway show in Dubai he will be doing so in the hope of shifting the spotlight towards countless other up-and-coming designers looking for their big break.

Showcasing his latest collection at Fashion Forward’s prestigious final ceremony has become a tradition for the star Filipino designer and his ongoing participation in the festival is a nod to the growing influence of the Middle East as a major hub for fashion design and purchasing power.

Running from April 10 to 13 at Madinat Jumeirah the fashion platform will be showcasing the best couture and ready-to-wear labels based in the region. With each passing season more diversity is being added to the line-up making this an exciting time for the local fashionable set to be seen and heard. This year more than 25 labels will present their latest collections in a series of presentations and catwalk shows and dozens more will be showing off their accessory lines.

As the creative director and founder of Amato Furne One has built his business from the bottom up. Garnering attention from the likes of Beyonce Lady Gaga and Jennifer Lopez has only hardened his resolve to remain an accessible mentor to the next generation of local designers here. We caught up with him ahead of this weekend’s event to find out how he’s dealing with his growing stature and whether Dubai has what it takes to compete with the likes of Milan Paris and Tokyo.

What is the secret to cracking the international fashion scene?

On the creative side you must be in step with the trends – to know what works for buyers and customers. But to be more successful you have to create something different that you hope will be raved about by fashion influencers. At Amato we strive hard to bring fresh ideas into our new collections whether in terms of concept design or materials. From a business perspective this requires a lot of hard work in the sense that you have to seek out new markets negotiate with buyers work out the logistics as well as other operational issues. But you have to have a solid collection that you can actually market to make it work.

What is it like dressing some of the most famous faces in Hollywood?

It is a big creative challenge. These A-list celebrities have a lot of designers and dresses to choose from. Again it is about offering something new for them one that will fit their concept in mind if it’s for a show or a video; or something that will make them stand out on a red carpet. Once I see my dresses being worn by celebrities the feeling is one of fulfilment and accomplishment. It is a massive boost for the brand and for me personally it is a motivation to continue creating something that will inspire and amaze my clients especially high profile ones. I’ve dressed Beyonce a couple of times as well as Lady Gaga and Katy Perry so it’s a huge creative undertaking but one that is also fulfilling once I see my dresses splashed all over the global media. Others who have worn by dresses include supermodels Heidi Klum and Tyra Banks Jennifer Lopez Nicki Minaj Shakira Nicole Scherzinger and Carrie Underwood. It feels great to have these celebrities wear my dresses and share my creations with the world.

Dubai’s fashion market has come a long way in the past decade. What are the biggest changes you’ve witnessed so far?

A lot of new designers have come on the scene and for a thriving industry that is aiming for global recognition this is always a welcome thing because it means fresh ideas and designs. The newly launched Dubai Design District is a big massive support system for the entire design industry so that is something that will help push Dubai into the position of global fashion hub.

WHAT TO LOOK FORWARD TO

DAY 1 (April 10)

*Fashion house The Emperor 1688 from Golkar brothers Babak Haman and Farhan will be opening up the festival with their latest collection of luxury men’s and womenswear at 9:30pm in Hall 1. The British-Iranian trio based in Dubai set up the label in 2007 and have a growing celeb following since singer Robin Thicke wore their creations in his latest music video Feel Good.

DAY 2 (April 11)

*Lebanese designer Dima Ayad returns to Fashion Forward with her sophisticated collection of eveningwear. Catch her show of stylish and stunning dresses at 8pm in Hall 3.

*Amber Butchart from the London College of Fashion will be hosting a talk on ‘10 Outfits That Changed the World’ at 12pm in Hall 4. The fashion historian who has been photographed by Vogue will be sharing with guests her interest in antique clothing.

DAY 3 (April 12)

*Diane Pernet (pictured) from A Shaded View on Fashion Film (ASVOFF) and Butheina Kazim from Cinema Akil will be hosting a talk entitled ‘Fashion and Film: The Cross-Pollination Between’. Visitors will have the opportunity to learn about how strongly cinema has influenced our most enduring fashion choices. Catch the show at 7pm in Hall 4.

*House of Nomad made up of design duo Ahmed El-Sayed and Saleh Al-Banna will be making their Fashion Forward debut at 8pm in Hall 3.

For a full schedule of events visit www.fashionforward.ae

With no shortage of young designers in the region is it possible for Dubai to become a fashion capital?

Without a doubt. Dubai has the infrastructure laid out with all the retail establishments set up to support that growth. There are so many avenues and opportunities where young designers can break into and there is also a high degree of government support (Dubai Design District is a prime example). What I would like to see that is prevalent in more advanced fashion markets is the mentoring practice genuine apprenticeships where these young designers actually get to learn more from established ones.

You’ve been with Fashion Forward since the beginning. How important is it for you to remain attached to the local fashion scene?

Hugely important. The Middle East is my biggest market and Fashion Forward has done such a wonderful job creating a platform for designers to showcase their work in a structured and organised manner. We share Fashion Forward’s aspiration for the event to become the fashion week of Dubai in the same level as Paris New York London Milan or Tokyo. That is why we always make it a point to participate. It is also our way of supporting the industry – to have something at the level of international runway shows that will firmly put Dubai in the global fashion scene.

Tell us about your latest collection. What can fans look forward to seeing?

Our latest collection is called Decadent Devotion and it recreates the fictional world of Anna Karenina the greatest novel ever written according to the venerable Time magazine.

It retells the story of a woman devotedly in love but in a modernist and sophisticated way using popular contemporary fabrics seductive cuts and intricate bead works that have become the hallmark of the Amato brand. We hope to present a revisionist view of high fashion using a surprise fabric that gives the collection a contemporary vibe yet still very much stylishly opulent in its overall look.

What are the most exciting trends coming out this season?

For the Middle East I think we will see a lot of new fabrics or new twists given to existing fabrics. Design-wise designers from this part of the world have always been about being brash and bold. This time I see a lot of sophistication in terms of lines and cuts. But heavy bead work will still be a trademark along with elaborate accessorising.

What are three of the most important style tips people should always consider?

Know what you want be comfortable in what you are wearing and carry your dress with confidence.

Furne One will preview his latest Amato collection on April 12 at 9:30pm at Madinat Jumeirah. Visit www.fashionforward.ae.