Executive Board
Luiza Avye
Al'Arabia Fashion Days.
Since 2016 Luiza is an international fashion-producer, Country Director of Arab Fashion Council in Russia and CIS countries, Ambassador of Beirut Fashion Week in Russia. Luiza founded LLC "Meroving Production" company operating in fashion and cinema industry. In 2014, she was
awarded the Gold Swallow in the nomination "The Best People of Russia" for her contribution to public and charitable activities. From 2009 to 2016 she worked on Russian Federal television channels: Channel 1, NTV, TVC, VGTRK, Ren-TV as a chief producer and producer of TV projects, talk-shows and documentaries. Luiza has 3 higher education: MSU (TV-journalist), RSHU (World economy), ICSR (psychology). Luiza speaks 4 languages: Russian, English, German and Armenian.
Lana Avye
Executive Director and Co-founder

Since 2016 Lana has been working with Arab Fashion Council, Beirut Fashion Week and Kuwait Fashion Week. Lana is the Director of international communications for several Russian brands. In addition to fashion-producing, Lana is engaged in tv and film producing, works on the main Federal
channels of Russia, is the Executive producer of the international project Meroving Production, as well as creative producer of Projust Production.
Dr. Antonio Rubel


Dr. Rubel is Parton of Arab Fashion Council , he has been an owner and proprietor of several business ventures spanning a career of over 35 years. In 1978, he founded Interoffice Holding AG, an office furnishings, interior planning and turnkey projects consulting company, and built it into a company with approximately 230 staff, the strongest distribution network in Switzerland's office sector with offices in Switzerland and international markets. In 2007 the company sales amounted to CHF 100 Million and in the same year was acquired by Lienhard Office Holding and Denz AG. Dr. Rubel remains the chairman for the new merged entity Lienhard Office Group. Rubel is also the owner and proprietor of Charterbay LLC an established name in marina boat and crew management, marina development, yacht brokerage and luxury cruises with operations based in Italy, Spain, Dubai and Abu Dhabi. Rubel started his career in 1968 working for Solvay Pharmaceuticals as their Export Manager and an investment analyst at Merrill Lynch.
Rubel holds a BA Hons degree in Business from London Business School and later completed his PhD from London School of Economics. At the Arab Fashion Council, Rubel is the Patron.
Ekaterina Paukova
Communication Director


Representative of a number of European fashion houses in Moscow, co-owner of the premium
boutiques network MARIUM, a member of the Moscow Chamber Of Commerce, the Italian
Chamber of Commerce in Moscow, a member of the Expert Council of the Russian Buyers Union,
co-organizer of the Embassy Club
for cultural Events together with Embassies.
Andrew Franklin
Casting manager

Organizer and producer of mass and luxury events in show-business and sports.
General producer of Beauty and Sports Contests and the Production center ArtOrangeKettle.com.
International board
Ambassador in Riyadh
(Kingdom of Saudi Arabia)

Yassa is a fashion columnist for luxury Style Magazine, which is published in Kuwait and the UAE.
Yassa lives between Riyadh (KSA) and Istanbul (Turkey) and works directly with an impressive
number of designers from the Middle East, and in particular with brands from Saudi Arabia. For the
last 5 years, Yassa has been organizing fashion shows for Arab designers in Saudi Arabia, promoting brands in the Middle East, as well as personal shopping for VIP customers in GCC countries. Yassa cooperates with the British Embassy in Saudi Arabia and specializes in working with British brands.
Aashifa Saleem
Ambassador in Dubai (United Arab Emirates)

Aashifa has contributed to International events like the UAE Space Agency launch at the Global Space and Satellite Forum, HR Summit & Expo, Host Cities, Landscape, Infrastructure Shows for MENA region, Bridal Expo, UAE & World Beauty Championships to name a few. Aashifa has not only developed events over the years but also businesses such as a Coffee Shop Franchise, Summer Camps, Photographers, Fashion Designers, Chips Factory, Training and Brand Consultancies.