El Hema fashion show at the UitMarkt, 24-08-07 During UitMarkt 2007 24 August 2007. The Hema is the manifestation of Dutch culture. With an eye on Arabic-Dutch art, Mediamatic wondered what an Arab Hema would look like. El HEMA was born. Five new Arabic fonts were launched, together with a design competition for the ultimate El HEMA products. Girls in Burka walked along the catwalk during the fashion show at the Uitmarkt. When the wind blew up their Burka, t-shirts with Arabic opening sentences became visible. During the opening weekend, hordes of people were waiting to enter the store.