ephemeral online store dedicated to supporting feedback from Mena creators



Eastwave Concept, the regional virtual fashion pop-up, returns for a second season.

On September 18, the online store returns and this time it’s called Hit Refresh, showcasing men’s and women’s clothing, accessories and jewelry from designers from the Mena region.

Eastwave Concept was founded by Dubai resident Judy Daghestani who also created Curated Today alongside Dana Mortada, the mastermind behind Los Angeles company Fashion Collective LA.

The duo combined their industry knowledge to create an e-commerce site in order to, as they explain, “support and cultivate a family of unique but like-minded talents, who share the passion for their oriental designs. “.

Promoting proud designers to hail from the Arab world, the duo use their marketing expertise to help engage a global audience, leveraging e-commerce strategies to introduce brands to new markets.

The site will feature the work of 15 emerging and established names, including Aleil handbags by Egyptian Leila Abo Tira, and Lebanese ready-to-wear brand Blue For Burgundy, and Pearls And Rubies, which makes stylish clothing. for women in jewelry colors.

Jewelry is offered through Fyne, which uses lab-grown diamonds with 18k gold, and Laien, a brand that creates adaptable and changeable pieces.

FforFarah, meanwhile, transforms materials such as eggshells into limited edition earrings in a rainbow of colors.

Eastwave Concept’s first virtual pop-up was hosted in August 2020, supporting the work of 16 designers from Mena.

For the second round, he is supporting a new slice of talent. However, there are also some that will appear twice. One is Jeux de Mains, from Lebanon, which creates a frenzied ready-to-wear around the idea that “living without color is like loving without love”, and the Emirati talent Zaid by Zaid Farouki, who hand painted each of her dresses.

Update: September 15, 2021, 9:45 a.m.

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