The Fashion Trust Arabia (FTA) Awards 2024 celebrated a new wave of design talent from the Middle East and North Africa, spotlighting innovation, heritage, and sustainability. Held at the historic El Badi Palace in Marrakesh, the sixth edition of the awards recognized seven standout winners across diverse categories, each poised to shape the future of fashion.
I had the incredible opportunity to meet the designers in person, and each one generously walked me through their creative process—from sparks of inspiration to final stitches. Hearing the stories behind their pieces made their work feel even more powerful. The best part? These talented voices from the region will soon have their designs available at Harrods, bringing a piece of their world to one of fashion’s biggest.
Evening wear: Yasmin Mansour
Qatari designer Yasmin Mansour clinched the Eveningwear award for her avant-garde approach to luxury fashion. Since founding her eponymous label in 2014, Mansour has steadily carved out a distinctive space in high fashion. Her work is marked by sculptural silhouettes, layered textures, and a sophisticated fusion of traditional Middle Eastern aesthetics with contemporary design. Committed to ethical craftsmanship, she champions a slower, more mindful mode of fashion production.
Interestingly, Mansour design breakthroughs came during the quiet stillness of the COVID-19 lockdown. While tidying up her atelier—a rare moment of pause in an otherwise fast-paced industry—she stumbled upon pieces of fabric. Something about the texture and color caught her eye and spontaneously decided to turn it into a bag as she worked, the design took on a life of its own. That one bag sparked a creative flow, eventually evolving into a full evening wear collection.
An almost accidental discovery sparked a whole new design idea. “It reminded me how creativity can come from the most unexpected places,” she shared. That moment of spontaneity translated into a collection that feels both deeply personal and refreshingly bold.
Ready-to-Wear: Nadine Mosallam
Nadine Mosallam was honored in the Ready-to-Wear category for her thoughtful, body-positive approach to fashion. Her eponymous label, launched in 2020, draws deeply from her Egyptian heritage, celebrating the natural curves of the body through structured tailoring and fluid silhouettes. The motivation behind her designs is personal—growing up, Mosallam and her mother often struggled to find clothes that fit curvy women properly. That frustration became fuel for a label rooted in inclusivity and self-love.
Her pieces are crafted from incredibly soft fabrics sourced from a vintage fabric depot in Canada, where she grew up. Each material is carefully selected for comfort and wearability, without compromising on elegance. Living in London further shaped her design perspective—immersed in the city’s multicultural energy, she was inspired to blend global sophistication with a Middle Eastern sensibility. The result is a collection that feels both timeless and modern, effortlessly marrying femininity with everyday functionality.
Accessories: Reem Hamed
Egyptian designer Reem Hamed was awarded in the Accessories category for her brand RAMLA, which she founded in 2017 with a mission to revive and celebrate traditional Egyptian craftsmanship. RAMLA specializes in minimalist yet striking footwear, handmade by skilled women artisans using age-old techniques passed down through generations. Each pair tells a quiet story of heritage, resilience, and identity—grounding modern design in cultural roots.
Passion for slow fashion and sustainable practices is at the heart of her brand. She sources local materials and ensures ethical working conditions, championing not just beauty in design, but integrity in production. The simplicity of her silhouettes allows the craftsmanship to shine, making her pieces versatile and enduring.
RAMLA has gained international recognition, with features at high-end retailers like Harvey Nichols and Level Shoes, yet it remains deeply connected to its Egyptian soul. For Hamed, every shoe is more than an accessory—it’s a piece of home.
Jewellery: APOA
The Jewellery award was given to APOA, a fresh and striking brand founded in 2023 by Saudi princesses Noura Abdulaziz Al Saud, Sara Naif Al Saud, and Mashael Khalid Al Saud. APOA—which stands for A Piece of Art—is exactly that: a modern jewellery house rooted in culture, memory, and craftsmanship. The trio draws much of their inspiration from their homeland, particularly the vast, poetic landscape of the Saudi desert, where light, texture, and silence shape their creative lens.
Their debut collection pays tribute to the Kingdom’s rich pearl diving history, reinterpreting ancient traditions through organic forms and bold, sculptural lines. Every piece feels like a conversation between past and present—artful yet wearable, heritage-driven but contemporary in spirit.
What sets APOA apart is its effortless blend of storytelling and design. These aren’t just accessories—they’re intimate expressions of identity, made by hand and meant to last a lifetime.
The FTA 2024 winners aren’t just creating—they’re telling stories. With heritage at their core and bold ideas leading the way, they’re taking Arab fashion global. And with their work soon landing at Harrods, this is only the beginning.
