LONDON — Six Saudi fashion brands made a collective debut at Selfridges on Tuesday night as the city’s fashion crowd gathered at the atrium of the upscale retailer’s designer fashion-filled second floor to celebrate the opening of a summer pop-up that runs till Aug. 3.
Five ready-to-wear labels — Noble & Fresh, Nora Al Shaikh, Mona Alshebil, ArAm by Arwa Alammari, and Samar Nasraldink — and jewelry brand Apoa were handpicked by Selfridges buyers to showcase their respective interpretations of modern Saudi identity.
“It’s a proud moment to be in an iconic place like Selfridges to engage the international audience. From last year’s engagement in Paris, we’ve seen that you get a lot of nice surprises. We are looking forward to seeing who will be the customer in London that are interested in these brands,” said Burak Cakmak, chief executive officer of the Saudi Fashion Commission.
Cakmak said these brands, while having very different identities and creative languages, share one common thread that they are “all elevated, elegant, and sophisticated.”
“I am looking forward to seeing who buys it, where they wear it, what their feedback is, and seeing how the relationship will evolve out of this experience as well,” he added.
Burak Cakmak, left, with guests at the Saudi fashion pop-up in Selfridges.
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London has long been the go-to destination for the affluent jetsetters from the Gulf region to spend the summer, and Selfridges, which is partially owned by Saudi Arabia’s Public Investment Fund, is a particularly popular choice among them.
“I always shop in Selfridges. Seeing my brand here is a milestone for us. It means so much to me, and it makes me feel so proud and so happy, and I want to be more positive for the future,” said Mona Alshebil, whose namesake five-year-old women’s label offers minimalist, versatile and contemporary styles that are suitable for both the modest and the global audience.
“There are a lot of people from the Gulf countries in London, and they are all my customers. It’s actually a lot easier for them to find me in Selfridges. Some of the pieces are sold out on our website, but they can buy them right away here,” added Alshebil.
Arwa Alammari at the Saudi fashion pop-up in Selfridges.
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Arwa Alammari, whose co-ed label ArAm draws inspiration from Saudi Arabia’s wildlife and heritage, said she aims to reflect the nation’s current developments through fashion. All of her designs are crafted in Saudi Arabia.
Following the pop-up in London, Alammari said the brand will work with Harvey Nichols in Kuwait and show again during Riyadh fashion week, bringing global attention to the Saudi capital.
Supported by the Fashion Commission and the Cultural Development Fund, the Selfridges retail initiative marks the latest development of Saudi Vision 2030’s goals of cultural advancement and international engagement.
“With Saudi Vision 2030, clearly there has been a big focus on national identity, and Saudi pride has become a driver of people creating new businesses, entrepreneurship in the country. We are pushing the creative economy, and a lot of the young individuals who wanted to be part of that scene globally ended up creating businesses in a very short period of four years,” added Cakmak.
Burak Cakmak with Naif Alhaif at the Saudi fashion pop-up in Selfridges.
Naif Alhaif, founder of men’s label Noble & Fresh, said he is a firm believer in Saudi Vision 2030.
Having launched the brand in 2014 in Toronto, he relaunched Noble & Fresh in 2018 after relocating to Riyadh as a brand that blends traditional elements with modern designs.
“I’ve been living in Toronto for a decade, and I just felt like I needed a few changes. Saudi Arabia was opening up with Vision 2030, and it was becoming an inspired place to move,” said Alhaif.
Since then, with support from the Fashion Commission, he has been able to present in Paris, Milan, and now London, while basing the brand in Saudi Arabia.
His latest collection, seen at the pop-up, is all about putting a clever spin on stereotypes. A beige shirt comes with layers of fabric that resemble a shifting dune. A blazer is adorned with one green button, representing the oasis found in a desert. The raw finishing seen on the cuffs, meanwhile, is a nod to the traditional garment, while his kilt-like pieces are inspired by the izaar, an unstitched cloth garment worn by men in the region.
“Selfridges opens the gate for us to the international market. We are now in touch with fabric factories in Italy and manufacturers in Portugal, as we want to do bigger collections in greater quantities,” said Alhaif.
The Saudi fashion pop-up in Selfridges.
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Majed bin Abdulmohsen Al Hugail, CEO of the Cultural Development Fund, said the presence at Selfridges captures the growing momentum of Saudi Arabia’s fashion sector.
According to the Saudi Fashion Commission’s “State of the Fashion Sector 2024” report, the Saudi fashion industry, valued at $30 billion in 2023, is expected to reach $42 billion by 2028, with fashion contributing 2.5 percent to the kingdom’s GDP.
“Backed by strong domestic demand, strategic investment, and unified national support, the fashion sector is becoming a vibrant pillar of our cultural economy. It reflects our commitment to fostering sustainable opportunities and positioning Saudi Arabia as a leading force in the global cultural landscape, aligned with the aspirations of Vision 2030,” he added.
