This article chronicles Tania Fares's influential career, highlighting her evolution from a fashion enthusiast to a leading philanthropist in the industry. It delves into her foundational experiences, the inspiration behind her initiatives, and the impactful legacy she is building by supporting new design talent globally.
Empowering Fashion's Future: Tania Fares's Visionary Path
Early Aspirations and Formative Years in the Fashion World
Tania Fares always envisioned a career in fashion, not as a designer, but in the crucial roles behind the scenes. Her fascination with the industry began at a young age, sparked by her mother's sophisticated taste and frequent visits to Parisian couture shows. This early exposure, combined with her uncle Joseph Achkar's influence in art, cultivated a deep appreciation for aesthetics. After completing her university studies in communication, Fares secured a pivotal internship with the legendary Pierre Cardin, a stepping stone that would profoundly shape her professional trajectory.
The Transformative Apprenticeship with Pierre Cardin
During her six-month internship at Pierre Cardin, Fares immersed herself in various tasks, gaining firsthand experience in the daily operations of a fashion house. This dedication led to her employment within Cardin's communications team. Working alongside the passionate and creative Cardin, she learned invaluable lessons, particularly the balance between kindness and resilience. Cardin's forward-thinking approach to unisex style also broadened her perspective on fashion's expressive potential. Most significantly, this period illuminated the critical business aspects of the industry and underscored the importance of a designer's connection with their clientele, a principle Fares would carry throughout her career.
Founding Lulu & Co: Bridging Design and Business Acumen
Fares applied the lessons learned from Cardin to her subsequent ventures. She strongly advocates for designers to actively engage with their customers, a philosophy central to the success of initiatives like the Fashion Trust's Mentorship Program. In 2006, she co-founded Lulu & Co with Lulu Kennedy. A trunk show hosted by Vassi Chamberlain and Christina Goulandris proved instrumental, providing essential customer feedback that helped refine their business strategy. Fares's collaboration with Kennedy, where Kennedy focused on design and Fares managed operations, became a crucial foundation for her later philanthropic endeavors.
The Genesis of the BFC Fashion Trust: A Vision for Support
Witnessing Lulu Kennedy's work with Fashion East and noting the abundant support for the arts compared to the fashion world, Fares identified a critical need. She envisioned a platform to financially empower emerging designers. Collaborating with Sian Westerman, and with introductions from influential figures like Alex Shulman and Harold Tillman, Fares presented her concept to Caroline Rush, then CEO of the British Fashion Council. Her proposal, emphasizing 'trust' in fashion, led to the establishment of the BFC Fashion Trust 14 years ago, a pivotal moment in her philanthropic journey.
Cultivating Support: The Art of Patronage
Establishing the Fashion Trust required securing financial backing, a task Fares initially found challenging. Overcoming her discomfort with soliciting funds, she learned that genuine passion and direct communication were key. Her first patron, Megha Mittal, exemplifies the caliber of individuals who rallied behind the cause. The Fashion Trust's patrons, a diverse group of accomplished women—including lawyers, entrepreneurs, and fund managers—contribute both financially and through their time, forming a robust network of support for new talent. The UK chapter currently boasts 53 dedicated patrons.
Expanding Horizons: Fashion Trust Arabia and Fashion Trust US
Fares's commitment to global fashion development led her to co-found Fashion Trust Arabia in 2019 and Fashion Trust US in 2021. The genesis of Fashion Trust Arabia stemmed from a book project in 2017, which revealed a significant demand for similar support structures in the Middle East. Leveraging her Lebanese heritage and deep understanding of the region, Fares collaborated with Her Highness Sheikha Moza and her daughter, Her Excellency Sheikha Al Mayassa Bint Hamad Al Thani, to establish a bridge between Western and Middle Eastern fashion cultures. This involved bringing Western judges to the region and creating a rigorous application process that identifies and nurtures promising designers.
The Selection Process and Authentic Dialogue
The Fashion Trust organizations meticulously select their beneficiaries through an annual application process, receiving hundreds of submissions from across the US, UK, and Middle East. These applications are rigorously screened and then evaluated by an advisory board comprising diverse fashion industry experts. The judging process, particularly evident at Fashion Trust Arabia, fosters dynamic and authentic discussions among judges, often leading to spirited debates before a winner is chosen through a transparent voting system, ensuring the most deserving talent receives support.
Impact and Future Vision: Nurturing Talent and Community
Despite a lean team, the Fashion Trust has made a significant impact. Fares proudly notes the improved quality and talent of garments from designers supported by Fashion Trust Arabia since 2019. Recognizing the gap left by changes in discovery platforms, she aims for Fashion Trust to continue illuminating fresh talent, even as a non-retail entity. Future plans include expanding the 'Threads of Impact' exhibition globally and enhancing the mentorship scheme. With around 25 speakers from diverse backgrounds, the program focuses on essential human skills like authenticity, identity, and community building, acknowledging the increasing role of technology in fashion while emphasizing the enduring value of human connection and collaboration.
