For the first time … a fashion show in Saudi Arabia...

In April of 2018, Riyadh witnessed the first “Fashion Week” in the Kingdom of Saudi Arabia. Needless to say, the event sparked a lot of global interest; Because it was a revolution at a time when the West was accustomed to viewing Saudi women as merely good consumers of their products.

However, for Saudi designers, the event at the time was a challenge to rehabilitate them. Indeed, through it, they achieved their dreams of displaying their potential and talents at a high level. Although the week was reserved for women only, and the publication of pictures on social media was banned to preserve the privacy of the attendees, it received important coverage in most of the international media. About two years have passed since this historic event in which the world has undergone several changes, and Saudi fashion has witnessed many developments in both of them, the most important of which is that the appetite has opened up to more, and confidence in the local product has increased. There is a rising generation that believes that local designs are no less beautiful and elegant than international designs, and they only need a platform or an opportunity to prove that. This opportunity became available a few days ago on Al Ras Al Abyad Island in Yanbu Governorate, or rather on its beaches; It witnessed its first fashion show on the Red Sea, attended by 300 people.

The significance of the event lies not only because it was at the sea, but because it was organized at the height of the Corona pandemic and at a time when global fashion in general suffers from many problems. Maryam Musli, founder of the “Nish Arabia” company organizing this event, explains that the Corona pandemic, with all the warnings and prohibitions it carried with it on travel and others, “did not increase this generation eager to prove oneself, except a belief in the necessity of continuing and employing the matter in its favor.” Mariam praying, in turn, did not stand still; This was a great opportunity to organize a world-class event with all Saudi staff. She explains that “all the models, all the designers, as well as the makeup artists, photographers, and directing and music supervisors, were from the country.”

And because the show was on the shore of the Red Sea, it was natural for the designs to reflect the spirit of travel and departure; As Maryam explains, it is closer to the “cruise” line than to any other font in terms of its colors, engravings and designs. The designer Samah Khashoggi, founder of “Abaya Samah”, for example, presented 22 designs inspired by the atmosphere of the beaches of Jeddah and Yanbu, and says that she used “traditional techniques from the Hejaz region, which she combined with modern motifs.” And she continues, “It was important for me that the collection was a message of love for the Red Sea, with all its mystery and magic, which I tried to embody through colors ranging from blue, turquoise, white, coral patterns … and others.”

Maryam Musli says that everyone was excited to participate in this event, “to the extent that for them it was more like a military operation to dispel the traditional stereotype of the West, and prove that we can be produced and innovated at a high level. This is why it was important for me from the beginning that the process was completed from A to Z, with Saudi efforts, starting from 16 models, to the behind-the-scenes soldiers who oversaw the production of the show in its best form.

It is noteworthy that the matter is not limited to models and designers; There was also a team of Saudi makeup experts who made sure that the makeup was natural, away from exaggeration and exaggeration. Safaa Ali Reda, who supervised the make-up, explains: “Of course it was necessary to use calm tones with bronze or golden touches that fit the place of the show and its beachy atmosphere.” Reham Abu Faraj, the show’s accessories designer, agreed that the accessories were also “inspired by the sea and its creatures, along with pearls and coral,” saying that “it was important for all details to be accurate and upscale on a global level in order to complete the image and convey the message clearly.” .