Jordan’s Rise in Global Fashion Through the BRICS+ Summit
The BRICS+ Fashion Summit in Moscow brought together over 50 countries to celebrate cultural exchange, sustainability, and innovation, marking a pivotal moment for the global fashion industry. Among the nations making their mark was Jordan, represented by Shirene Rifai, Founder of Jordan Fashion Week. Jordan recently became a member of the BRICS International Fashion Federation, a milestone that symbolizes the country’s growing influence on the international fashion stage.
Jordan’s inclusion in the Federation is a significant leap forward, offering local designers a platform to showcase their heritage while accessing global opportunities for collaboration, education, and innovation. It underscores the importance of blending cultural storytelling with modern practices, elevating Jordanian fashion as a key player in shaping the industry’s future.
Through her participation, Rifai celebrated Jordan’s rich traditions and artistry, demonstrating how the country’s unique identity can inspire and resonate globally. CIIN explores the significance of Jordan’s membership in the Federation, the creative inspirations behind its showcased designs, and how this historic step sets the stage for the future of Jordanian fashion on the world stage.
You recently participated in the BRICS+ Fashion Summit, where you showcased Jordanian designs. Can you share the inspiration behind the three designs by Eman Al Ahmad that were featured in the “Heritage Exhibition?”
The three designs by Eman Al Ahmad, showcased at the “Heritage Exhibition” during the BRICS+ Fashion Summit, celebrate Jordanian tradition and artistry. The first design draws inspiration from Bedouin heritage, featuring bold purple hues and intricate embroidery reminiscent of traditional tribal patterns, symbolizing the strength and resilience of Jordan’s nomadic culture. The second design incorporates vibrant blue embroidery on a deep purple base, reflecting the symbolism of unity and protection in Jordanian folklore, with geometric patterns emphasizing precision and heritage craftsmanship. The third design embraces minimalism with a modern twist, blending natural linen tones with striking fuchsia and yellow accents to represent the warmth of Jordan’s desert landscapes and its evolving cultural identity.
The “Heritage Exhibition” highlighted cultural influences from BRICS nations as well as countries from Asia, Africa, and Latin America. How did you ensure that Jordanian culture stood out within such a diverse international context?
To make Jordanian culture stand out at the “Heritage Exhibition,” we focused on authenticity and storytelling. Eman Al Ahmad’s designs showcased traditional Jordanian craftsmanship through intricate embroidery, and locally inspired patterns that reflect our artisanal heritage.
We highlighted the fusion of traditional techniques with contemporary fashion, demonstrating how cultural heritage can be preserved while adapting to modern aesthetics. This balance between old and new, paired with a commitment to ethical practices, helped differentiate Jordanian culture within the diverse international context.
How do you believe showcasing Jordan’s heritage through contemporary craftsmanship at an event like BRICS+ influences global recognition of Jordanian fashion and culture?
Showcasing Jordan’s heritage through contemporary craftsmanship at the BRICS+ Fashion Summit greatly enhances global recognition of Jordanian fashion and culture. It allows us to engage with an international audience, highlighting our rich history and unique artisanal techniques.
Featuring designs that blend traditional craftsmanship with modern aesthetics illustrates Jordan’s cultural identity, appealing to consumers seeking authenticity and sustainability. Such events attract attention from industry leaders, creating new opportunities for local artisans and designers.
Ultimately, showcasing Jordanian heritage not only elevates our fashion profile but also fosters a broader appreciation of our culture on the global stage.
With over 40 international participants in the exhibition, what were some of the most impactful designs you saw from other countries, and how did they inspire or influence your perspective on cultural fashion trends?
At the BRICS+ Fashion Summit, I was deeply inspired by the innovative designs showcased by participants from various countries. One standout was a collection from Brazil that emphasized vibrant colors and eco-friendly materials, illustrating how cultural identity can be expressed through sustainable fashion. The use of locally sourced textiles and traditional techniques resonated with me, highlighting a growing global trend towards sustainability and cultural storytelling in fashion.
And the intricate beadwork and craftsmanship from African designers showcased the beauty of preserving traditional art forms while adapting them to modern aesthetics. This emphasis on cultural heritage aligns with what we aim to achieve in Jordanian fashion, where we can integrate our rich history with contemporary design.
Witnessing these impactful designs reinforced my belief that Jordan has a unique opportunity to shine on the global stage. By combining our traditional craftsmanship with sustainable practices, we can contribute to the international conversation around authenticity and responsible fashion.
You enjoyed spontaneous conversations with fellow panelists that sparked new ideas. Could you share some of the key insights that influenced your understanding of cultural trends in fashion?
During the BRICS+ Fashion Summit, engaging in spontaneous conversations with fellow panelists was enlightening. One key insight was the importance of authenticity in cultural representation; consumers are increasingly drawn to brands that tell genuine stories reflecting their cultural heritage. This emphasizes the need for designers to connect deeply with their roots while adapting to modern aesthetics.
Another takeaway was the value of cross-border collaboration. Many participants shared how such partnerships have enriched their collections with diverse influences, showcasing the potential for Jordanian designers to showcase their work on other global platforms.
We also discussed cultural adoption versus cultural appropriation, highlighting the necessity of honoring cultural elements respectfully and ensuring their significance is preserved. This awareness fosters meaningful cultural exchange in fashion, resonating deeply with today’s consumers.
Fashion, especially in a cultural context, is about storytelling. What narrative did you aim to convey through the pieces you presented at the “Heritage Exhibition”?
The aim of the exhibition was not just to showcase Jordanian artistry but to ignite vibrant conversations about cultural identity and sustainability in fashion. By weaving together these compelling stories, we sought to foster a deeper appreciation for the intricate craftsmanship behind each piece, illuminating Jordan’s unique role in the global fashion narrative.
This initiative was a celebration of our heritage, designed to spark dialogues that honor our past while fueling future creativity. Engaging with these rich narratives not only piques interest in Jordanian craftsmanship but also underscores the significance of preserving cultural identities in the fast-paced world of modern fashion.
Storytelling plays a crucial role in creating genuine connections with consumers. Authenticity resonates deeply with audiences, making them more likely to connect with brands on a personal level. By embracing these insights, we hope to inspire a movement that celebrates our traditions while innovatively shaping the future of fashion.
What advice would you give to young Jordanian designers aiming to bring their cultural heritage to international fashion platforms like the BRICS+ Fashion Summit?
For young Jordanian designers aiming to showcase their heritage on international platforms like the BRICS+ Fashion Summit, my advice is to embrace authenticity, be bold, and collaborate. Incorporate traditional fabrics, techniques, and motifs into modern designs to tell a genuine story that connects with audiences. Be fearless in experimenting with colors and patterns that reflect your culture. Collaboration with local artisans ensures respect for cultural elements while fostering meaningful partnerships. By staying true to your roots and blending creativity with tradition, you can make a lasting mark on the global fashion stage.
How does Jordan’s membership in the BRICS+ International Fashion Federation benefit its fashion industry?
Jordan’s membership in the BRICS+ International Fashion Federation is a remarkable milestone for our fashion industry. This membership provides Jordanian designers with an unparalleled platform to connect with global peers, exchange knowledge, and showcase their craftsmanship to diverse international audiences. It also opens doors for collaborative projects, educational initiatives, and access to resources that can elevate the industry to new heights.
