cultural revolution, led by Emirati women, to launch national brands that will
erase the socio-political baggage shrouding their veiled canvas, protecting
their fabric of faith from being bleached by globalization, seeking equal opportunities
in their mall-a-minute culture, they use design as a vehicle to usher change
& their veils as cultural armory
the land of Multitudes of Maya, where 40% of the world’s luxury labels
find a podium, there are no local brands visible! UAE’s Retail Explosion
has been at the expense of its national brands. Local designers are sidelined
and refused retail spaces in their mall-a-minute culture. Challenging this economical
and emotional servitude, three young Emiratiennes daringly question ‘why
the very fabric that wraps their inner faith should be imported.’ Zahra,
Rabia and Deeya, work in economically and intellectually weak environments,
struggle sans education or training, taking on a David & Goliath battle.
Seeking to nurture national brands that erase the socio-political baggage that
is engulfing their veiled canvas they defiantly open up a dialogue around the
most controversial item of clothing in a post 9/11 world- the Arab Veils. Determined
to lay a foundation for emerging Emiratiennes to embrace their individuality
they stamp in elements reflecting their emerging cultural identities.
Questioning weak national policies on design education, demanding retail infrastructure,
seeking support and subsidies to build national brands, they work towards creating
a democratic council hoping to be supported by UAE’s liberal monarchy.
2009, Dubai’s downturn makes it less lucrative for International labels;
now the onus falls on local labels to rise & to rewrite a new fate with
faith. Evocatively illustrated and artistically shot, this documentary erases
misconceptions through first person stories of three strong-willed women. Interviews
with local leaders and educated Muslim women reveal a hereto unknown side. Etching
the images of our protagonists in the hearts of global audience, we reveal their
passionate and committed struggle to grow national labels in stunted environments.
Going from the moment when they are behind veils, we follow them from their
very first showing, until their unveiling as they reveal the beauty behind their
veiled canvas through their own strong beliefs.
The raised voice of everyday women sharing their struggle gives us a clear understanding
of the enormity at stake. Revealing the unselfish commitment, we share their
struggle and the strength of their hopes to provide a voice that will empower
future women from the emirates. It’s this quality that makes them iconic
figures for global audiences to empathize with. The economic upheaval in the
world is reflected in the lives of our key protagonists and against this wider
canvas our stories unfold. Mirroring these convulsive changes in socio-economic
orders, this film is shot over 3years, from the high octane days of 2008 to
the economic upheaval of 2010. How will this change play out in emerging economies?
How does it affect the lives of our key protagonists? Exploring the many perspectives
of this Rubik-cube like equation, we reveal of the most fascinating economic
and cultural chrysalises in the world.
Shot Across: UAE. USA
Final Cut Dec 2010
Now Showing @ The Cultures of Islam Institute - 19 rue Léon
Friday 6th 7.30pm followed by a Debate