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Tunis Fashion Week 2024: A desert runway for global connection

Tunis Fashion Week (TNFW) 2024 held in April amidst the otherworldly landscape of Chott el-Jérid, a salt lake at the gateway to the Sahara, TNFW transcended the runway, transforming into a platform for international business exchange and artistic exploration.

Under the leadership of producer Anis Montacer, TNFW brought together a diverse group: institutional delegations from China and Russia, potential partners from Algeria, and established brands from Tunisia, Portugal, Italy, and beyond. This unique assembly positioned Tunisia as a key player in the global fashion scene.

The desert backdrop, reminiscent of science fiction films and the works of renowned artists, wasn’t just scenery. It served as a muse, inspiring brands and fashion editors to create captivating photoshoots. TNFW, with the support of the Tunisian Tourist Office, showcased a modern and progressive Tunisia, a country on the move.

Beyond the glamour, TNFW fostered invaluable networking opportunities. Representatives from the China Fashion Association, eager to explore investment and brand expansion possibilities in Tunisia, connected with industry leaders. Similarly, the presence of the Russian Fashion Council marked a reciprocal exchange, following the participation of Tunisian fashion house Anissa Aïda at Moscow Fashion Week. Renowned Russian brands like Vestiaire and Büro Unique presented their collections, the latter showcasing a mesmerizing “Secret Garden” themed collection brimming with intricate textures and handcrafted details.

The Algerian government has allocated us a budget of nearly three billion dollars to benefit from cutting-edge industrial facilities. We have a workforce of 8,500, mostly women, spread across the country. But we want to optimise our technical expertise in terms of design. Here, we are looking for creativity and stylists with whom we can develop brands.

Hamdi Mansour Abdelkader, assistant to the CEO, Getex Spa

The international spirit went beyond the runway. Algerian representatives from the state-owned textile company Getex Spa sought collaboration with Tunisian designers, aiming to leverage Tunisian creativity to enhance their technical expertise. This exemplified the high stakes for participating brands – Tunisian (La Flamme, Anissa Aïda), international (Luis Carvalho from Portugal, Fisico and IU by Rita Mennoia from Italy), and French (Arsynoé and Bunkheur jewelry). Bunkheur, a rising brand by a young Parisian graduate, served as a testament to TNFW’s ability to bridge the gap between established names and fresh talent.

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