Persil Arwaa Abaya Contest Season 5 begins, brings talent from GCC to a bigger platform

• Episodes start airing on MBC 1
• Eight designers compete to showcase expertise in Abaya designs

The Season 5 of Persil Arwaa Abaya Competition, presented by Persil Abaya Shampoo, got under way on MBC 1, thus offering local and regional talents from across the GCC region a bigger platform to succeed and showcase their skills and expertise in Abaya designs.

In a show format which is being introduced this year, the eight extremely talented and designers and students from across the region are currently staying and working together on new designs to cater to new challenges posed at them every week.

As part of the Arwaa Abaya Competition, Amal Murad – the mentor of the contestants, provides the brief to the participants on the challenge. The contestants are then required to work on team challenges to showcase their inter-personal skills as well as work with team members to execute exquisite Abaya designs.

While the contestants are judged based on how close to the brief their designs are, they are given one chance to design and revise. The competition is currently telecast on Sabah Al-Kheir Ya Arab on MBC 1 between 11 AM to 1 PM every Monday till June 2013. The grand finale, to be telecast on June 13th, will involve two best designs.

This year, the competition judging panel has been further strengthened with Lojain Omran - TV Personality and Anchor, renowned fashion designer and expert Amal Murad; Fashion designer Sumayyah Al Suwaidi and Fatima Al Baloushi - Representative from Zahrat Al Khaleej and Ana Zahra.

Persil Abaya Shampoo’s association with the competition is part of its strategy to support regional Abaya design talent and offer them a platform to succeed and shine with latest couture.

“The Persil Arwaa Abaya competition has been a runaway success over the last four seasons and we are confident it will grow this year to new limits. Already, we have seen a heightened interest among not only the designers but also the viewers who are keen to watch the latest talent in the show,” said Memosh Khawaja, General Manager of Henkel Arabia.

“The success further reinforces our philosophy to keep our consumers at the centre stage of our initiatives. Through this competition, we are not only showcasing new talent but also presenting world-class quality and product innovation that have come to be identified with Persil Abaya Shampoo. During Season 5, we have introduced new mechanics and format and we are confident this would be well accepted,” he added.

The prizes include an academic scholarship with London College of Fashion in Dubai in the design industry, in addition to an internship with a renowned Abaya designer from the GCC.

The Persil Abaya Shampoo offers the ultimate level of Abaya cleanliness and black colour retention with its revolutionary German technology ‘black colour lock’, protecting the blackness of the Abaya and keeps as good as new after every wash, besides safeguarding the fabric feel and leaves the Abaya with a long lasting fragrance.

About Henkel

Henkel operates worldwide with leading brands and technologies in three business areas: Laundry & Home Care, Beauty Care and Adhesive Technologies. Founded in 1876, Henkel holds globally leading market positions both in the consumer and industrial businesses with well-known brands such as Persil, Schwarzkopf and Loctite. Henkel employs about 47,000 people and reported sales of 15,605 million euros and adjusted operating profit of 2,029 million euros in fiscal 2011. Henkel’s preferred shares are listed in the German stock index DAX.

Issued by Landmark PR & Event Management

For press information contact:
Nehal Saab Khaled Abou Hichme
Account Director Account Manager
Tel.: +971 4 3912547 Tel.: +971 4 3912144
Email: n.saab@landmark-pr.com Email: k.abouhichme@landmark-pr.com