EASTWAVE Concept Announces BLSSD As The Latest Addition To Its Second Season Supporting Middle Eastern Designers


EASTWAVE Concept, the UAE’s first virtual fashion pop-up, announces contemporary purpose label brand in Dubai, BLSSD, as the latest addition to its second season “HIT REFRESH’.

The Virtual fashion pop-up, founded by Arab-American female entrepreneurs Judy Daghestani and Dana Mortada, was launched with the sole aim of bringing Middle Eastern designers to the forefront of the fashion world. EASTWAVE goes far beyond providing the up-and-coming designers with a global selling platform by using their extensive expertise to provide impactful PR and marketing initiatives and product development strategy, thereby acting as an incubator to emerging talent

Following the immense success of its first season in 2020, that of which its assortment was worn by the likes of A-list celebrities from Kylie Jenner to Shay Mitchell, EASTWAVE Concept adds contemporary ready to wear brand, BLSSD, as the latest addition to its second season, running until December 2021.

A cross between technical sportswear, cosmopolitan luxury and confident minimalism, BLSSD, as seen at Arab Fashion week is a trans-seasonal fashion label that combines streetwear with a sense of luxury to create its daring and innovative designs. The for-purpose brand notably donates to help cure Cancer, that of which the designer Lama Riachi recently battled herself. The brand has designed an exclusive piece for HIT REFRESH, that brings a touch of ‘femine chic’to this season’s collection.

Judy Daghestani and Dana Mortada, co-founders of EASTWAVE Concept, comment: “We are excited to have multi-faceted, seasoned brands such as BLSSD join EASTWAVE again for season 2. We are honored to partner with fashion-forward purpose labels that better society through special causes.”

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