HARRODS PARTNERS WITH FASHION TRUST ARABIA TO CHAMPION RISING MENA DESIGNERS ON A GLOBAL STAGE

In a powerful display of cross-cultural collaboration, Harrods–the world-renowned British luxury department store–has teamed up with Fashion Trust Arabia (FTA) to spotlight emerging fashion talents from the Middle East and North Africa (MENA) region. This groundbreaking partnership provides a global platform for rising designers, offering not just financial backing but unprecedented exposure and access to mentorship at the highest levels of the fashion industry. Harrods’ involvement marks a significant moment in luxury retail, amplifying voices from a historically underrepresented region while reinforcing the department store’s commitment to innovation and inclusivity in fashion.

Established in 2018 under the patronage of HH Sheikha Moza bint Nasser and co-chaired by HE Sheikha Al Mayassa bint Hamad Al Thani and Tani Fares, Fashion Trust Arabia is a non-profit organization dedicated to supporting designers across the MENA region. Each year, FTA awards the FTA Prize to visionary creatives in categories such as ready-to-wear, eveningwear, jewelry, accessories, and fashion tech. Winners receive financial grants ranging from $25,000 to $200,000, alongside tailored mentorship and global exposure. This support helps designers navigate the complex fashion landscape, strengthen their brand identities, and engage wider audiences both regionally and internationally.

The 2024 edition of the FTA Prize, hosted at the stunning El Badi Palace in Marrakech, Morocco, celebrated a new wave of design excellence rooted in heritage, sustainability, and storytelling. Among the standout winners were Yasmin Mansour from Qatar, who took home the Eveningwear Prize for her sophisticated, layered designs; Nadine Mosallam from Egypt, who won in the Ready-to-Wear category for her ethically focused and body-positive collections; and Reem Hamed, also from Egypt, whose footwear brand RAMLA blends Egyptian artisanal craftsmanship with eco-conscious practices, earning her the Accessories Award. The Jewelry Prize went to APOA (A Piece of Art), a Saudi-based brand founded by Noura Abdulaziz Al Saud, Sara Naif Al Saud, and Mashael Khalid Al Saud, whose work fuses traditional motifs with a contemporary edge.

Further affirming its commitment to emerging talent, FTA awarded the Franca Sozzani Debut Talent Award to Palestinian designer Sylwia Nazzal of Nazzal Studio, a brand that partners with refugee women to amplify marginalized voices through fashion. Jordanian innovator Batoul Al-Rashdan received the Fashion Tech Award for Studio B.O.R., a trailblazing label that merges sustainability with digital manufacturing through the use of food waste-derived materials and 3D printing. Additionally, the Guest Country category–spotlighting Spain in 2024–recognized the duo Xavi García and Franx de Cristal of ACROMATYX, a brand that champions artisanal tailoring with avant-garde aesthetics.

One of the most impactful elements of the FTA-Harrods collaboration is the London Mentorship Program, a two-day immersive experience where winners are flown to London to engage with leading fashion professionals. This includes personalized mentorship sessions with Harrods, offering insight into retail strategy, branding, and international market positioning. Perhaps most significantly, Harrods features the winning designers’ collections in-store for a full season–an extraordinary opportunity that places their work in front of a global luxury clientele and solidifies their presence in the fashion elite.

This initiative not only benefits the individual designers but also champions a broader cultural mission. It challenges outdated narratives about Middle Eastern and North African fashion by presenting a new generation of creatives who merge tradition with innovation, heritage with modernity. Through Harrods’ global platform and FTA’s targeted support, MENA designers are given the tools to flourish, empowering them to contribute meaningfully to the future of fashion. As the collaboration grows, and with India selected as the Guest Country for 2025, the FTA Prize continues to expand its cultural footprint–building bridges, celebrating craftsmanship, and redefining what it means to be a designer in the 21st century.