The 17th Edition of Heya Arabian Fashion Exhibition, held under the patronage of HE Sheikha Al Mayassa bint Hamad bin Khalifa Al Thani, at the Doha Exhibition and Convention Center (DECC), successfully concluded earlier this week.

Heya 2020Organised by Qatar Business Events Corporation (QBEC) and the first event to take place since the lockdown, the exhibition followed strict hygiene and safety guidelines put forth by the Ministry of Public Health (MoPH). To maintain safety, all those entering the exhibition had to present a Green Ehteraz status. The organisers also ensured that visitors and exhibitors wore masks throughout. Social distancing measures were also followed, with visitor capacity inside the hall maintained at 30%.

QBEC CEO Ahmed Al Obaidli congratulated all partners, participants and organisers for a successful event. While the pandemic has altered the way in which events were held, he said that the continued collaboration among stakeholders, and the support from partners at MoPH, enabled them to provide a safe and controlled environment for the public, while showing the vibrancy of Qatar’s fashion scene.

More Homegrown Talents

Heya showcased Qatar’s homegrown talent this year, with participation from established brands and businesses, and upcoming designers. Over 150 brands presented high-street apparel, haute couture and luxury, and the latest modest evening gowns and abayas. Well-known local fashion figures, media personalities, influencers, designers and entrepreneurs participated in various talk shows and workshops.

Heya 2020 make up workshop

Over the years, many local designers and entrepreneurs made their debut at Heya, moving on to building successful international brands.

A partnership with Bedaya Centre for Entrepreneurship and Career Development featured talks with inspirational figures in the business, who offered advice to aspiring young designers looking to launch their own businesses.

Abdulla Faleh Al Saeed, Board Member and Acting General Manager at Bedaya Center, said the 17th edition of the exhibition has achieved great success by all standards, and they are pleased to be part of this success, providing the opportunity to female start-up business owners to showcase their products and businesses.

We always seek to provide the best solutions to help entrepreneurs achieve their desired goals, and support the SME sector in the country.

Within five days of the exhibition, Heya hosted ten talk shows, four fashion shows and two workshops, all organised for current and budding designers.

Another Heya partner, M7, participated in numerous talks focused on empowering young fashion entrepreneurs. An initiative of Qatar Museums, M7 helps designers explore, collaborate and grow into successful entrepreneurs. Acting Director Maha Al Sulaiti said they believe that there is no shortage of creative talent in Qatar and they aim to create an environment that nurtures and develops these designers into successful entrepreneurs.

Heya has always been a great platform for young designers to showcase their work and engage with the public where otherwise they wouldn’t have that close connection.

Heya 2020 Fashion Show

Heya partner, Virginia Commonwealth University School of the Arts (VCUarts Qatar) has long been the institution of choice for the country’s fashion design students. Its faculty, alumni and students participated actively in the fashion shows and as panellists in panel discussions.

Elizabeth Yang Soon Ju, VCUarts Qatar Fashion Design Alumna and Adjunct Faculty, said that having her ‘New Normal’ collection featured on the runway has been a great opportunity. She said that she received many positive comments and the whole experience gave her confidence and new connections.

This show really brings together the entire fashion community and gives Qatar’s new generation of designers a platform to be seen and celebrated.

The 17th edition of Heya also endorsed ‘fashion for a cause’, in partnership with Education Above All (EAA). Founded by HH Sheikha Moza bint Nasser in 2012, the foundation works with global and local partners to enrol 10.4 million out-of-school children worldwide.

EAA Communication Manager and Head of Advocacy Mubarak Al Thani, thanked the organisers of Heya, as donation from the event contributes to their mission, enabling the most vulnerable and marginalised children to access quality education.

Heya is the country’s leading exhibition of modest fashion trends, hosted by Qatar National Tourism Council and organised by its subsidiary, Qatar Business Events Corporation.

For more information about the exhibition, visit

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