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WHO’S NEXT and PREMIERE CLASSE push away the fashion borders

The Middle-East Fashion Days

From the 19th till 21st October of this year, WHO’S NEXT and FIRST CLASS elected residence to Dubai for the second consecutive year. A assessment positive for this exhibition. Misericordia participates in the Parisian Who’s Next for several years.

The fashion becomes more democratic, pushes away the borders to give us always more inspiration, more combinations possibilities to enrich us (to enrich our wardrobe also)! The Misericordia team participates in these exhibitions so that we can communicate our ideas and lear from the others !

EVENT WHO’S NEXT from Who's Next Dubaï on Vimeo.

site internet : Who’s Next

Report of the exhibition 2010:

On October 21st, the Middle East Fashion Days by Who’s Next & Premiere Classe came to a close after a successful three days of activity. The attendance in comparison to last year increased to reach 1934 visitors, majority of which came from the MENA region including Kuwait, Lebanon, KSA, Qatar, Egypt and Bahrain. The introduction of catwalk shows and industry forums were very well received, and the final shopping day event was a hit with avid shoppers!


This year’s edition introduced a number of new activities, including nine catwalk shows featuring regional and international collections, daily industry forums discussing the future of retail in the Middle East, and a Shopping Day that opened the event doors to consumers on the final day. Senior Retail Editor of WGSN, the leading international online fashion trend forecasting resource, moderated the forums, with different speakers from the fashion and retail industries.

On reflection of the forums and the event as a whole, guest speaker Neil Tunbridge, Head of GRMC Retail Services said:

“The fact that Who’s Next & Premiere Classe come to Dubai is a clear indication that the Middle East continues to be an attractive, commercially successful and complementary alternative to some of the older fashion capitals around the world. Consequently I feel that the emergence of this type of event proves that the fashion markets in the region are maturing.“

Each catwalk show attracted between 250 and 400 people, comprising of buyers, press, industry professionals, and VIP guests. While the third day, which counted the ‘Shopping Day’ as a highlight, attracted the attention of the local media and consumers.


The brand mix on offer this year saw the introduction of a number of regional designers including Emirati designers DAS, Omar Ponsot who is of Syrian origin, and two scoops distribution agency who showcased six brands from the region, among others.

Joana Samhoun, Managing Director of two scoops said:

“Who’s Next & Premiere Classe served as an ideal launchpad for two scoops. As the distribution arm of s*uce, we were looking to introduce our designers to a wide range of regional and international buyers and the show provided us with that opportunity. The brands were really well received and we look forward to another successful show next year.”

Leading UK-based trade show, PURE London, were also present at the event, showcasing some of the most coveted UK ready-to-wear and accessories brands, including Mischa Barton handbags, Angeleye, Me & Thee, and Cutler and Gross.

“This was Cutler and Gross’s first exhibition in the UAE, as we try to expand our business in this region. The exhibition was beautifully laid out, well organised and really gave us the opportunity to meet with key buyers from Dubai’s fashion boutiques.’ Commented Anna Komanius, Head of Sales and Marketing at Cutler and Gross.”

The significance of the event was evident as Lorna Hall, Senior Retail Editor of WGSN, and moderator of the daily forums said:

“It’s clear from talking to retailers, brands and young designers in the region that their customer’s expectations are changing and how they want to interact with their businesses, whether that is online or in-store is evolving fast.”

The Middle East Fashion Days by Who’s Next & Premiere Classe will be returning in October next year.

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