Organized by the Islamic Fashion Design Council, the Pret-a-Cover Buyer's Lane was a game-changing modest fashion and design festival that took place in City Walk in Dubai from March 28^th until April 2^nd, 2018.

The event showcased modest collections of over 30 international designers as well as partnerships with industry players including Marks & Spencer, Harvey Nichols-Dubai, Galleries Lafayette, BHV, Debenhams, Comptoir 102, and The Modist.

• Client
• Islamic Fashion Design Council
• Year
• 2018
• Services

• PR & communications

  Influencer marketing

  Social media activation

  Email marketing

  Event launch

Hard facts

• This was the inaugural edition of the Pret-a-Cover Buyer's lane, a modest fashion event designed to revolutionize the modest fashion industry.
• The event was a first of its kind in that there was no fashion runway. Instead, it leveraged technology to bring the participating designers' work to life on massive projection screens at the venue -- the largest of its kind.
• To stand out from the competition, the event had to make a big splash in the media to create a buzz around the event.

The challenge

• Engage local fashion experts including stylists, personal shoppers, bloggers, and independent designers to contribute to the evolving modest fashion industry.
• Sign up media partners to ensure pre-event and on-site coverage for the event.
• Amplify social media reach and drum up interest in the run up to the event.
• Manage on-site experiences and facilitate media interviews.

Results

• The event was a huge success, with prominent media outlets like CNN, New York Times, The Telegraph, Harper's Bazaar, Grazia, Fox News, CNBC, Yahoo News, and Fast Company, along with local dailies including The National, Khaleej Times, and Gulf News covering the 4-day event.
• Over 75% of the participating vendors signed deals with retailers and distributors as a direct result of the event.
• Sponsors and participating designers confirmed their support for the next addition of the event.