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TRESemmé Arabia & Dar Al Hekma Present Port16 Fashion

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3-day fashion event showcases avant-garde designs from 17 graduating students and puts them in touch with industry influencers

Jeddah – Saudi Arabia, 18 May, 2016 – Unilever’s brand TRESemmé Arabia has announced its collaboration with Saudi Arabia’s Dar Al Hekma University in Jeddah to create a platform of global fashion and modern designs through the Port16 fashion graduation project. The premium hair care product brand is helping curate an exciting platform showcasing the designs of 17 designers graduating from Dar Al Hekma.

A ladies-only private fashion graduation project will take place on May 1st 2016, with the venue opening to the public on May 2nd and 3rd. The event will showcase an eclectic fusion of global fashion and modern designers that draw- inspiration from different cultures, with couture ranging from ready-to-wear to formal gowns and dresses.

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The event will also see TRESemmé introduce its 2016 brand ambassador Suha Nowailaty, who will be part of the judging panel. The TV presenter and media personality will be highlighting her association with the TRESemmé brand.

“I genuinely believe in events that empower women and show them that they are capable, creative, and innovative. TRESemmé Arabia’s and Dar Al Hekma’s Port16 fashion event offers a great, safe and secure space for young designers to come to the fore and showcase their skills. I am proud to be the ambassador for a forward-looking brand that is the market leader in undisputed premium hair care products,” said Nowailaty.

In addition to Nowailaty, the fashion event will be adjudicated by a panel of design and fashion luminaries, including Lomar’s co-owner Mona Haddad, Marketing Director of Personal Care for Unilever KSA Sarah Al Shohaib, Global Hair Care Director for Unilever Yasemin Ozaydinli and fashion stylist and image consultant Aram Kabbani.

A sole winner will be chosen from the 17 designers as the ‘TRESemmé Choice’, and will receive a bespoke accessory crafted by Lebanese fashion designer Nicolas Jebran exclusively for TRESemmé Arabia.

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“Globally, TRESemmé has been the official hair care sponsor of New York Fashion Week for the past 15 seasons and we’re glad that we’re able to bring our expertise to the region. We are very pleased to collaborate with Dar Al Hekma to curate a powerful platform that showcases the talent of the University’s graduates. Port16 reinforces TRESemmé Arabia’s theme of making women look and feel their best. It creates an avenue for graduating designers to gain mileage and present their brands to influencers in the design industry. It’s also an excellent way to highlight our 2016 ambassador Suha Nowailaty, who is an excellent fit for the TRESemmé Arabia brand,” said Personal Care for Unilever KSA’s Marketing Director, Sarah Al Shohaib.

The fashion graduation project kicked off on May 1st at 9:00pm. The exclusive event was followed by a special preview of the designer’s collections. The venue opens to the public on May 2nd and 3rd will run from 6-9pm and attract industry specialists and designers as well as members of the public. During these days, ladies are invited to the TRESemmé Backstage area to get their hair styled by the brand’s stylists.

TRESemmé, used by hair care professionals around the world, aims to bring women a personal point of view of the latest hair trends and how women at-home can achieve these looks. Being the official hair care sponsor of New York Fashion Week, TRESemmé empowers women with the backstage secrets of creating runway hair they can wear. The globally recognized brand works with leading hair stylists, top established and emerging fashion designers, as well as the industry’s favorite expert insiders, to show TRESemmé fans how to make runway looks work for their personal real-life moments. For more information, please visit www.tresemme.com or www.youtube.com/tresemme.

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