Every year, Fashion Trust Arabia celebrates a new generation of designers redefining the creative landscape across the MENA region, championing talent that pushes fashion forward through craftsmanship, innovation and cultural dialogue. The 2025 winners each bring a distinct perspective, reflecting the evolution of contemporary Arab design. As their collections make their debut on Ounass, we celebrate the designers shaping the region's next chapter.

TALEL

TALEL was founded in Paris in 2019 by Moroccan-French designer Leila Roukni. For TALEL PARIS, design lives in the space between tradition and experimentation. Reworking regional craftsmanship, materials and cultural references through a distinctly contemporary lens, the brand transforms the familiar into the unexpected. Every piece begins with research and evolves through close collaboration with artisans, resulting in objects that honour heritage while challenging convention.

FYR

Founded by Farah Radwan and handcrafted in Egypt, FYR explores identity through jewellery that bridges heritage and modernity. Drawing inspiration from family traditions, architectural forms and the rituals of adornment, the brand creates contemporary heirlooms that honour Egyptian craftsmanship while embracing a quietly rebellious spirit. Each piece is designed not only to be worn today, but to be collected, layered and passed down for generations.

Ziyad Albuainain

Ziyad Albuainain founded his name-sake label in London in 2021, bringing his Saudi roots to a distinctly contemporary approach to eveningwear. Blending thoughtful storytelling and conscious design, each collection balances modern silhouettes with lasting wearability, creating pieces that feel personal, adaptable and designed to be treasured well beyond a single occasion.

LATE FOR WORK

Born from Moroccan designer Youssef Drissi, LATE FOR WORK began with a collision of worlds: the codes of corporate dressing and the freedom of youth culture. Today, the Casablanca-based ready-to-wear label continues to bend the familiar, deconstructing classic tailoring and everyday workwear through playful proportions, unexpected details and unisex silhouettes.

Words: Zeena El Zein Arabic: Tonia Hojeily