Latest news with #FTAPrize
Campaign ME
4 days ago
- Business
- Campaign ME
Harrods extends partnership with Fashion Trust Arabia to champion cultural authenticity
The luxury industry has evolved from being just a glamorous lifestyle, and has evolved into deeper experiences in which culture, localisation and intimate offerings are a make or break for brands. In light of this, Harrods is extending their partnership with Fashion Trust Arabia (FTA) in which MENA designers will be platformed through in-store displays with activations that will support customer journeys. 'At Harrods, we view our buying strategy not merely as product curation but as cultural storytelling. Our continued collaboration with Fashion Trust Arabia stems from a shared belief in the power of emerging talent to redefine global luxury,' says Simon Longland, Director of Buying – Fashion at Harrods. This partnership reflects a growing trend in retail where authentic representation and strategic localisation intersect. As customers seek out designs that speak to identity, heritage and nuance, brands are responding by broadening their sourcing lens to reflect a wider cultural spectrum – and rethinking what luxury looks and feels like. As shared previously to CampaignME, Pauline Rady, Regional Managing Director – Client Lead at WPP Media MENA, said, 'Today's luxury customers throughout the region have a complex form of cultural identity, social aspiration, and personal satisfaction.' Sharing the sentiment, Longland adds, 'In an industry where similarity is not uncommon, cultural authenticity is what differentiates and defines. The FTA designers bring forward a unique design language rooted in their heritage. What makes this collaboration especially powerful is that it doesn't dilute those identities to fit into a mould – it celebrates them. At Harrods, we recognise that today's luxury consumer is curious, informed, and global; regional representation is not only welcome, it's essential.' From July 2025 onwards, Harrods will become home to the collections of four newly crowned FTA Prize winners. This partnership speaks to a larger industry trend in which, brands like Harrods are uplifting creative voices whilst creating e-commerce storytelling activations. Longland explains that their goal is twofold: they are aiming to create meaningful moments of discovery through storytelling, pairing localised narratives with luxury retail experiences. Collectively this will support commercial opportunities for the designers and a cultural, localised experience for consumers. In addition to retail support, Harrods will play an active role in FTA's mentorship programme. Clemmie Harris, Head of Buying – Contemporary, Sport & Essentials at Harrods, will lead a specialist session titled 'Product Merchandising – Building a Range Plan', offering strategic insights into assortment curation and commercial storytelling. This partnership isn't just uplifting new talent, it's setting a benchmark for what the next era of luxury looks like: personal, rooted, and culturally resonant.
Fashion Network
21-05-2025
- Business
- Fashion Network
Harrods unveils Fashion Trust Arabia winners whose collections it will stock
Luxury department store Harrods has announced an extended collab with Fashion Trust Arabia to support emerging designers from the Middle East and North Africa (MENA). At an event at the London store this week, it said the collab 'goes far beyond endorsement: it gives these designers a global stage – Harrods itself – where creativity meets commerce'. July will see the collections of four newly-crowned FTA Prize winners available both in-store and online at That's hugely valuable exposure given the store's high profile as a must-visit destination for both affluent international shoppers and well-heeled locals. The retailer said that 'every day, the world walks through Harrods. By placing these designers in front of an international clientele—within a store that defines taste, influence and aspiration—Harrods does more than showcase creativity: it accelerates careers, providing visibility, credibility, and commercial access in equal measure.' So just who are the four designers? They include eveningwear designer Jasmin Mansour from Qatar, who takes a conceptual approach to her looks; Egypt/UK-based Nadine Mosallam, whose ready-to-wear is inspired by Egyptian heritage; Egypt's Ramla, a sustainable lifestyle/accessories brand rooted in artisanal tradition; and Saudi Arabia's APOA whose sculptural jewellery is design in Riyadh and made in Italy. 'Our partnership with Fashion Trust Arabia represents an ideal convergence of emerging talent and established figures in the luxury industry,' said Simon Longland, director of buying – Fashion at Harrods. 'We take great pride in supporting these designers not just through mentorship, but through real retail opportunities. We believe the Harrods customer is ready—and eager—to discover and embrace their work.' And FTA co-chair Tania Fares added: 'Our mission has always been to champion designers from the MENA region by opening doors to meaningful opportunities. Harrods' continued support goes beyond retail—it's a powerful endorsement that gives our winners global visibility… and a platform to grow sustainably.' Harrods explained that its renewed collaboration with FTA supports its 'broader vision to cultivate the next generation of fashion consumers while strengthening its connection with the MENA region's thriving luxury audience. From editorial features in Harrods Magazine and high-impact event programming, to dedicated e-commerce storytelling and exclusive in-store visibility, the activation demonstrates Harrods' full-spectrum support for rising creative voices'. And the mentoring element is also key with Clemmie Harris, head of buying – Contemporary, Sport & Essentials at Harrods, set to lead a specialist session titled 'Product Merchandising – Building a Range Plan, offering strategic insights into assortment curation and commercial storytelling, 'critical skills for growing a global fashion brand'.
Fashion Network
21-05-2025
- Business
- Fashion Network
Harrods unveils Fashion Trust Arabia winners whose collections it will stock
Luxury department store Harrods has announced an extended collab with Fashion Trust Arabia to support emerging designers from the Middle East and North Africa (MENA). At an event at the London store this week, it said the collab 'goes far beyond endorsement: it gives these designers a global stage – Harrods itself – where creativity meets commerce'. July will see the collections of four newly-crowned FTA Prize winners available both in-store and online at That's hugely valuable exposure given the store's high profile as a must-visit destination for both affluent international shoppers and well-heeled locals. The retailer said that 'every day, the world walks through Harrods. By placing these designers in front of an international clientele—within a store that defines taste, influence and aspiration—Harrods does more than showcase creativity: it accelerates careers, providing visibility, credibility, and commercial access in equal measure.' So just who are the four designers? They include eveningwear designer Jasmin Mansour from Qatar, who takes a conceptual approach to her looks; Egypt/UK-based Nadine Mosallam, whose ready-to-wear is inspired by Egyptian heritage; Egypt's Ramla, a sustainable lifestyle/accessories brand rooted in artisanal tradition; and Saudi Arabia's APOA whose sculptural jewellery is design in Riyadh and made in Italy. 'Our partnership with Fashion Trust Arabia represents an ideal convergence of emerging talent and established figures in the luxury industry,' said Simon Longland, director of buying – Fashion at Harrods. 'We take great pride in supporting these designers not just through mentorship, but through real retail opportunities. We believe the Harrods customer is ready—and eager—to discover and embrace their work.' And FTA co-chair Tania Fares added: 'Our mission has always been to champion designers from the MENA region by opening doors to meaningful opportunities. Harrods' continued support goes beyond retail—it's a powerful endorsement that gives our winners global visibility… and a platform to grow sustainably.' Harrods explained that its renewed collaboration with FTA supports its 'broader vision to cultivate the next generation of fashion consumers while strengthening its connection with the MENA region's thriving luxury audience. From editorial features in Harrods Magazine and high-impact event programming, to dedicated e-commerce storytelling and exclusive in-store visibility, the activation demonstrates Harrods' full-spectrum support for rising creative voices'. And the mentoring element is also key with Clemmie Harris, head of buying – Contemporary, Sport & Essentials at Harrods, set to lead a specialist session titled 'Product Merchandising – Building a Range Plan, offering strategic insights into assortment curation and commercial storytelling, 'critical skills for growing a global fashion brand'.
Fashion Network
21-05-2025
- Business
- Fashion Network
Harrods unveils Fashion Trust Arabia winners whose collections it will stock
Luxury department store Harrods has announced an extended collab with Fashion Trust Arabia to support emerging designers from the Middle East and North Africa (MENA). At an event at the London store this week, it said the collab 'goes far beyond endorsement: it gives these designers a global stage – Harrods itself – where creativity meets commerce'. July will see the collections of four newly-crowned FTA Prize winners available both in-store and online at That's hugely valuable exposure given the store's high profile as a must-visit destination for both affluent international shoppers and well-heeled locals. The retailer said that 'every day, the world walks through Harrods. By placing these designers in front of an international clientele—within a store that defines taste, influence and aspiration—Harrods does more than showcase creativity: it accelerates careers, providing visibility, credibility, and commercial access in equal measure.' So just who are the four designers? They include eveningwear designer Jasmin Mansour from Qatar, who takes a conceptual approach to her looks; Egypt/UK-based Nadine Mosallam, whose ready-to-wear is inspired by Egyptian heritage; Egypt's Ramla, a sustainable lifestyle/accessories brand rooted in artisanal tradition; and Saudi Arabia's APOA whose sculptural jewellery is design in Riyadh and made in Italy. 'Our partnership with Fashion Trust Arabia represents an ideal convergence of emerging talent and established figures in the luxury industry,' said Simon Longland, director of buying – Fashion at Harrods. 'We take great pride in supporting these designers not just through mentorship, but through real retail opportunities. We believe the Harrods customer is ready—and eager—to discover and embrace their work.' And FTA co-chair Tania Fares added: 'Our mission has always been to champion designers from the MENA region by opening doors to meaningful opportunities. Harrods' continued support goes beyond retail—it's a powerful endorsement that gives our winners global visibility… and a platform to grow sustainably.' Harrods explained that its renewed collaboration with FTA supports its 'broader vision to cultivate the next generation of fashion consumers while strengthening its connection with the MENA region's thriving luxury audience. From editorial features in Harrods Magazine and high-impact event programming, to dedicated e-commerce storytelling and exclusive in-store visibility, the activation demonstrates Harrods' full-spectrum support for rising creative voices'. And the mentoring element is also key with Clemmie Harris, head of buying – Contemporary, Sport & Essentials at Harrods, set to lead a specialist session titled 'Product Merchandising – Building a Range Plan, offering strategic insights into assortment curation and commercial storytelling, 'critical skills for growing a global fashion brand'.
