Case Study: Designers Hub x Ghaith Ayoub

To create an intimate creative session inviting influencers and tastemakers from the Dubai fashion scene to experience the design process firsthand with designer Ghaith Ayoub. The session offered guests a rare opportunity to explore the journey of a design from initial sketch to finished piece, providing a deeper understanding of the craftsmanship and creative thinking behind fashion design.

OAK positioned the session as part of Designers Hub’s wider mission to strengthen the region’s fashion ecosystem and shift the narrative of the Middle East from a fashion-consuming market to a fashion-producing hub.

By inviting influential voices within the regional fashion community to participate, the session aimed to bridge the gap between design and digital storytelling. Influencers were guided through the creative process by Ghaith Ayoub himself, observing how ideas move from initial sketches to the final design.

As part of the experience, measurements were taken for each guest, and final sketches were delivered to them following the session, allowing influencers to continue sharing content around the design process and their personalised pieces after the event.

The event was intentionally structured as a small, focused gathering to encourage dialogue, learning and meaningful interaction between guests and the designer.

• Curated group of regional fashion influencers in attendance

• Personalised sketches created and shared with guests for continued storytelling

• Content created across Instagram documenting the design process

• Strengthened Designers Hub’s positioning as a platform supporting regional fashion talent

• Created deeper engagement between the creative process and the digital fashion community

The session successfully connected the region’s influencer community with the realities of fashion creation, reinforcing Designers Hub’s role in supporting a more informed and connected regional fashion ecosystem.