Jordanian Fashion Site Announces Competition Winners

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Amman-based fashion website has revealed the winners of its mix-and-match fashion curation competition today.

The competition, lasted from January 8th to 31st, kicked off the launch of, which allows users to mix and match outfits from local designers, create outfits, and share them with friends on social media, and discuss them with friends.

During the competition, viewers mix and matched clothing created by leading Jordanian fashion designers, including Tatyana Aceeva, Nadia Dajani, Mariam Ajaj, Jo bedu, Mlabbas, Nut & Ptah, Raanz, Yoyo Accessories, The Mad Hatter Collection, Mina Me, Marlene Al Abdalla, Bubu Designs & Zina Mufleh. Friends and followers on Facebook and Twitter then voted on these outfits to decide the winner. 

Winner Mariam Ali, 24, who just graduated from university, received over 1800 votes on her collection of pieces. “Styling items was fun,” she said in a statement. The runner-up, Maya Habib, 22, and third-place winner Lubna Aqel, 21, were both university students as well. All three were rewarded with the actual designer items they chose online.

The goal of the competition, as Zoubi revealed to Wamda last month, was to empower local designers and give them a platform for promoting their items through a viral social media campaign. It wasn’t surprising that most women entering the competition were between 18-24, says founder Evelyn Zoubi, as young women such as herself are her target market.

The competition produced the desired effect, as participating designers mentioned that they saw more interaction with their products and increased customer base after the competition, says Zoubi. It also began building the eCloset fashion plate, she says, as several designers approached her wanting to add their lines to the site.

As the web goes social, it seems to be becoming more standard for fashion sites such as just-launched to incorporate fashion lookbook functions that can be shared on social media.  Yet in contrast to, eCloset, which is not an e-commerce site, will have to experiment with seeing how far social media will drive interest, and whether this will keep viewers online after they’ve discovered who their favorite designers are offline.

Yet, eCloset has several tricks up its sleeve yet, hints Zoubi. Stay tuned to see whether the site starts to gain an edge in the market by selling hidden-gem local designers online as well. 

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