VOLUME 02 reimag inin g th e fu tu re of fa sh ion 000_VISION_VOL2_FRONT COVER AW 22 APR.indd 122/04/2024 15:471886 ABADIA ABNO COLLECTION ADELFÉS ADNAN AKBAR AGMAR AT AL MAHA DESIGNS ALMUHAISEN JE WELLERY AMAR AH AMARIN JE WELS APRIL BY NOUR A AR AM BY ARWA AL AMMARI ASHWAQ ALMARSHAD COUTURE ATELIER HEK AYAT BOVENUE BY SADEEM CHADOR CHARMALEENA JE WELLERY DAL AL JE WELRY DANA DESIGNS DANANEER DESIGNS DANEH DANIA SHINK AR DAR BELL A FASHION HOUSE DA ZLUQ DL PERFUME E ARTH & SPIRIT EFFA EMAN JOHAR JI FATIMA AL ABDULQADER FLUORITE FOZ COUTURE HA JRUSS HAL A ALGHARBAWI HINDAMME IVORI FASHION IVRY JAYL A JIMAR JE WELLERY JINO COLLECTIONS JWAHER JE WELS K AF BY K AF KHAWL A AL-AIBAN KISWA WORLD LA’BESO L AYL A BISHAR AH LILLIAN ISMAIL LOMAR LOOMER JE WELRY LOOMZI LUDA JE WELRY LURLINE M. FITAIHI MASHAEL AL FARIS MASHAEL ALTOR ATH MA ZROOD MEMASH MOJA MA JK A MONA ALSHEBIL NABIL A NA ZER NA JL A ALMUNA JEM NAKHL AH NH DESIGNER NOBLE & FRESH NOMS LIFE NOON AEEN NOOR A HEFZI NOR A AL SHAIKH NOT BORING NOTA NOTA NOUF ALSUDAIRI NOUF FE TAIHI NOUQ DESIGNS NOUR ALDHAHRI NOUR A SUL AIMAN OR ANGE BLOSSOM OWN DESIGN PAVONE PE ARL COLLECTION PROUD ANGELES QOF TAN STUDIO QORMUZ R ANA ISMAIL RASHAT RAZAN ALAZZOUNI RBA NE W YORK RENOVE FASHION BY NA JL A ALMANSOUR RUTANA JE WELRY SA JAS SALWA KURDI SAR A ALT WAIM SAR A INTABI SAR AH FAISAL SEDR A JE WELLERY SHAHAD AL JUMAH SINCE 2087 SK Y T TEN COUTURE THE DROPPED COLLECTION THE UNTITLED PROJECT TORBA STUDIO USCITA VAYA FASHION WA · THE NAQADIS YASMINA Q YATAGHAN JE WELLERY YOUR A JE WELRY YOUSEF AKBAR Z AINA ELYAS ZAN Z AYAN SE ASON 2 000b_IFC_VISION_VOL2.indd 119/04/2024 15:17vision 001_VISION_VOL2_LOGO PAGE.indd 118/04/2024 20:482 2023 will be remembered as the year of building a Saudi fashion identity, showcasing the diverse design language from the Kingdom, establishing a fashion calendar, and gaining global recognition. Between Paris Fashion Week and the first Riyadh Fashion Week, we truly demonstrated that we can build a fashion system with Saudi brands at the forefront, and tell our story – not only through shows and showrooms, but also through the launch of The State of Fashion in the Kingdom of Saudi Arabia 2023 report in Paris. We then ended the year with the successful launch of Riyadh Fashion Week presenting only local brands to the region and making noise around the world. The greatest transformation of the past 12 months was taking the Saudi 100 Brands programme to the next level – from mentorship to a system comprising local and international activations. In 2023, the brands started to take individual ownership, developing their own identities, and finding their place in the fashion industry around the world. By showcasing different categories at different moments – from menswear to womenswear, couture, and so on – the brands can start mapping out a relevant schedule for themselves and their businesses. Obviously, it was a challenge to find a way to inject capital into the brands, but we secured international investment into two initial brands, and we plan to continue this journey further in 2024. What will make the biggest impact on the future of the fashion industry in Saudi Arabia is our efforts to build the first ever product development studio, The Lab at City Hub in Riyadh. We cannot improve product quality until we have the right resources in place in the country to have face-to-face conversations about development to ensure we deliver at the highest level. The success of any designer depends on the brand’s ability to discover innovations, and the producer pushing the boundaries and understanding what it takes to create something new. Sometimes, it’s not only about the quality of the fabric, but also about the different applications and techniques used on the product – this comes mostly from the factory. This is the beauty of having a product development space. Brands will be able to sketch – or bring their moodboards and sketches – work with an international supplier, and make prototypes that they can physically see on the ground in Riyadh. They can then place their orders from the factories without ever leaving the Kingdom. Believe me, the impact of that on the runway is going to be huge. 002-003_VISION_VOL2_FOREWORD.indd 218/04/2024 20:503 June 2024 will also see the launch of the inaugural Saudi Fashion Awards – another key factor in building healthy competition across brands, but also creating an industry moment for the country – coinciding with the first WWD Summit in the Kingdom. Fashion awards are a way to recognise the highest achievers in each category, document all the key achievements in a fresh format, and start a tradition where, in 50 years, hopefully designers and brands will look back and see how far they’ve come. Regardless of the success of our Saudi designers, we’ll never be able to address the GDP contribution unless we include international brands into the mix. Ultimately, Saudi Arabia is the first growth market opportunity for the rest of the world. As the Fashion Commission, we’re looking at the growth of the sector which includes retail, sales, taxation, labour, and more. We need to make sure that we’re not just encouraging growth for local brands, but are also welcoming any retailer who’s going to establish a regional headquarters, open a store, hire Saudi talent, bring new ideas, and create partnerships in the country so we’re constantly increasing our contribution to our GDP in the country. All the groundwork and planning is in place so, in 2024, we’ll see the launch of the first Resort Week, the first Fashion Awards, the first WWD Summit, the second edition of Riyadh Fashion Week, the first product development studio, the first sourcing services on the ground, new investments into brands, and the opening of a cultural space in Al-Balad, Jeddah. Now we’ve set a schedule for the year, and planned the expansion of infrastructural projects in the years that follow, we can establish a cycle where the system is supporting itself to the point where the Fashion Commission doesn’t need to enable it further. Our role will be to ensure it continues. The Saudi fashion industry is shaping itself as we speak, so any local or international industry leader or creative who wants to be part of the journey should know that this is the right time to join us. As the sector forms its boundaries and finds its way of operating, the early players will have the advantage of influencing the way it works, how they engage with it, and also build awareness especially among local consumers ahead of everybody else. Now is the time. Burak Çakmak CEO, Fashion Commission (Ministry of Culture) 002-003_VISION_VOL2_FOREWORD.indd 318/04/2024 20:504 2 F ORE WORD B Y BUR AK Ç AK MAK 6 THE Y E AR IN R E V IE W 12 THE K IN GDO M 1 4 THE SA UD I CUP: F ASHI O N W INS THE R A C E 2 0 N E W HORI ZON S 5 4 THE C ROW N J E W E L S 60 R AMADAN 62 A M O M E N T O F R E F LE C T I O N 66 A F R A GR ANT A W A K E NIN G 92 PA R I S 94 F RENC H R E V OL U T ION 1 08 W E R ISE. W E GR IND 1 22 A V ISI O N UN V E ILE D 1 28 FUTUR E F OUND A T I O N S 1 48 THE SKY’S THE LIMIT 1 68 THE ESSE N C E O F ASHI 1 7 2 THE GO LD E N THR E A D 1 84 NA TUR AL WO ND E R S 004-005_VISION_VOL2_CONTENTS.indd 418/04/2024 20:525 204 MIL AN 206 AHE AD O F THE CUR V E 21 8 THE LI GHTNESS O F B E I N G 2 30 RI Y A DH F A S H ION WEEK 2 32 MAD E IN SA UD I 2 40 THE SH OW S 2 42 ASHI S TUD I O 2 46 C OUTUR E 2 7 4 WO ME NSW E A R 304 ME NSW E A R 334 THE F INAL F RO NTIE R 340 B R A V E NE W WO R L D 360 F ASHI O N FUTUR ES 362 O N THE F AS T TR A C K 368 THE BUSINESS O F S TR E E T W E A R 3 7 6 THE Y E AR O F AB AD IA 382 RSH F ES TI V A L 384 CUL TUR E: R E MIX E D 388 GE NE R A TI O N 2030 004-005_VISION_VOL2_CONTENTS.indd 518/04/2024 20:522023FEBRUARY THE HERITAGE EXHIBITION The Fashion Commission’s showcase at the Saudi Cup presents the Kingdom’s diverse style scene and intricate crafts from local brands and designers. As the most valuable horse race in the world, it is also a significant ode to traditional Saudi dress. JANUARY ELEVATE PROGRAMME The Saudi Data and Artificial Intelligence Authority (SDAIA), in cooperation with Google Cloud, launches the first phase of its Elevate programme in early 2023, with a plan to train 1,000 women representing 28 countries on data and artificial intelligence. MARCH VISION: FASHION VOLUME 1 With a spring launch, VISION is the inaugural edition of a breathtaking 400+ page collectable book documenting the momentum taking place across the Kingdom, and celebrating the Fashion Commission’s Saudi 100 Brands mentorship programme. APRIL RAMADAN FASHION: THE SAUDI PERSPECTIVE Exploring elegant style traditions during the Holy Month with rich imagery and descriptions, Ramadan Fashion: The Saudi Perspective is published by D’Oro Collection. ASHI STUDIO COUTURE SHOW Curiously called Moonlight and Dust, the monochromatic Spring/Summer 2023 collection show by Ashi Studio at Paris Couture Week, supported by the Fashion Commission, explores contrasts and plays on proportion. FILIP PO MAR IA F E R R ANTE, C OUR TES Y O F D’ORO C O LLE C T IO N 6 006-011_VISION_VOL2_TIMELINE.indd 621/04/2024 20:09RAMADAN POP-UP An impressive retail space on Riyadh Front is the backdrop for an exclusive three-day display of womenswear, couture, perfume, jewellery, footwear, accessories, and menswear, complete with henna artistry and homegrown café concepts. JUNE EMERGE STREETWEAR SHOW The streetwear stars of the Saudi 100 Brands initiative make their presence felt in Paris, as Torba Studio, Hindamme, Mazrood, Noble & Fresh, 1886, and Not Boring take to the runway at Pavillon Vendôme. The explosive show is soundtracked by Saudi female rapper, Beast and London-based recording artist Laughta, alongside musicians from the National Orchestra invited by the Music Commission, with artistic direction courtesy of New York-based creatives The Other Side of the Brain, plus performances by French dance duo Les Gamal. READY-TO-WEAR SHOWROOM From 24-27 June, the Ready-to-Wear showroom at the Cité de l’Architecture et du Patrimoine showcases Saudi 100 Brands’ best women’s, men’s and unisex apparel and accessories. Burak Çakmak adds, “The Paris Intervention is our latest initiative to connect in-demand Saudi fashion talent with fashion lovers, buyers and decision-makers globally.” EMERGE POP-UP RETAIL SPACE The Fashion Commission joins forces with its Visual Arts, Music and Culinary Arts counterparts for a retail experience from 23 June-1 July at 8 Rue de Francs Bourgeois. Saudi Fashion Commission CEO Burak Çakmak notes, “The Emerge pop-up is an opportunity for everyone in Paris to discover what Saudi creatives have to offer. I look forward to welcoming our visitors to explore one-of-a-kind products, taste authentic Arabian cuisines, and connect with the Saudi story.” 7 006-011_VISION_VOL2_TIMELINE.indd 719/04/2024 16:25Next >