Saudi Fashion Conquers International Stages: From Heritage to Glamour
Parijs, vrijdag, 4 juli 2025.
The Saudi Fashion Commission has achieved a strategic breakthrough by positioning local fashion designers on international fashion scenes. Designers like Reem Al Kanhal and Tala AbuKhaled are presenting collections in Paris, London, Milan, and Tokyo, embracing and transforming their cultural heritage into modern fashion. This movement goes beyond traditional presentations: it is a diplomatic and economic strategy that places Saudi creativity on the global map. Brands like Mirai and Awaken demonstrate how local identity can merge with international fashion standards, creating a unique story of cultural expression and innovation.
Saudi Fashion Designers on the International Stage
The Saudi Fashion Commission presented eleven Saudi designers last month during Paris Men’s Fashion Week at the iconic La Samaritaine, an LVMH department store with historic architecture [1]. The showcase displayed the creative diversity of young Saudi designers profiling their heritage and craftsmanship internationally.
Strategic International Expansion
Fashion brands like Rebirth and Mirai are strategically expanding into international markets. Tala AbuKhaled’s Rebirth already has showrooms in Riyadh and New York [2], while the unisex fashion label Mirai focuses on sales in the Middle East and presents a combination of Saudi and Japanese style elements [2].
Cultural Diplomacy Through Fashion
Recently, Saudi designers also participated in the Portugal Fashion Experience, where two brands took part in an initiative that centralises cultural exchange and business collaboration [3]. The agreement between ANJE and the Saudi Fashion Association aims to facilitate professional exchanges, joint events, and knowledge sharing in the fashion industry [3].
Future Perspectives
Designers like Khalid Al Masoud of the Awaken brand are targeting further international expansion, with plans to enter markets in Europe, Japan, and China in 2025 [2]. This illustrates the ambition of Saudi fashion to establish itself as a progressive and innovative force in the global fashion industry.