Firras Alwahabi, Founder of Dubai-based fashion, beauty and lifestyle consultancy, FAUX is currently dominating Dubai’s ever-growing fashion scene. Representing some of the region’s most popular designers such as, Madiyah Al Sharqi, Mochi, House of Nomad and Dima Ayad, Firras talks exclusively to The Digital Dose about building a business, Paris Fashion Week and the tremendous talent coming out of the Middle East…

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Tell us a little bit about yourself? 

I’m a 25-year-old, Dubai based, Iraqi, and the founder of Faux Consultancy.

How and where did Faux begin?

Faux was launched in October 2011, I was already working in fashion, but was dealing with luxury. I saw there were barely any platforms for young designers and as I had studied design, I knew there was tremendous talent here.

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How do you decide which designers you want to represent? Is there a certain quality you look for?

If you look at our roster, all our designers are different; we have eveningwear designers, to flip flop designers. So what we really look for is original product that has the capacity to sell. It’s not just about what is pretty.

What’s been the most memorable moment of your career so far?

The first Faux Showroom we held during Paris Fashion Week SS16. We had been going to Paris for years with certain designers but not on the scale that we did during that season…

“We were the first Middle Eastern showroom to be present during fashion week and that is a huge milestone.”

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What are the biggest challenges you’ve faced when building a business and how did you overcome them?

I think the concept of emerging regional designers scared a lot of people and in the earlier years, it was very hard to convince people that this was something of quality. Thankfully it has evolved a lot since then and we are happy to say we receive incredible support from the industry. 

Describe a day in the life of Firras Alwahabi?

I wake up, get Starbucks and go to work. The nature of my job involves a lot of meetings and events so I am rarely at home. 

The best thing about your job?

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What’s your one piece of advice for an aspiring designer?

Think of it as a business. For your line to work you have to have the logistics and foresight right from the get go.

You travel all over the world. Where’s your favourite place to visit and why?

Los Angeles. It’s my happy place, the sun, the people and the shopping! It’s just such a shame it’s so far away!

Describe yourself in 3 words… Determined, fun and loyal. 

Favourite Instagram feed? @annyversary

If my life was a soundtrack it would be… Electra Heart by Marina and the Diamonds.

Favourite place to eat in Dubai is… Teatro

I can’t live without my… Phone 

My 3 summer vacation essentials are… Sunglasses, kimonos and a cap

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Visit: fauxconsultancy.com

Follow Firras: @firras | Follow Faux: @fauxconsultancy

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