Saudi label Rebirth brings boho style to regional fashion scene 

Riyadh-born Tala Abukhaled is the founder, designer, and creative director of the luxury bohemian ready-to-wear label Rebirth. (Supplied)
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Updated 23 August 2024
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Saudi label Rebirth brings boho style to regional fashion scene 

  • ‘We want to tell stories through our pieces,’ says founder Tala Abukhaled 

RIYADH: Riyadh-born Tala Abukhaled is the founder, designer, and creative director of the luxury bohemian ready-to-wear label Rebirth. Established in 2021, the sustainable slow-fashion brand for men and women that is intended to celebrate and revive Saudi artistic heritage in unique, modern, statement pieces, reflecting the Kingdom’s current cultural transformation.  

Rebirth, Abukhaled tells Arab News, is related to “anything that has to do with being free, being connected to Earth, or being inspired by nature. It all comes back to that bohemian feel, using natural materials in the designs.  

“For me, what you wear reflects who you are,” she continues. “You can be whoever you want. It can give you confidence, even change the way you act, so it’s really important.” 

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Rebirth (@rebirth.sa)

Fashion has been a long-time passion for Abukhaled. “Ever since I was young, I knew I wanted to do something in the creative field and the arts, but I didn’t decide what until I started applying for university. Growing up, I really did care about what I was wearing and styling my wardrobe, so that led me to (study for a) degree in fashion design and patternmaking (from French fashion institute ESMOD).”  

The bohemian — or “boho” — style that Abukhaled favors has long been associated with avant-garde non-conformists and has had a major impact on artistic styles over centuries. It generally promotes a free-spirited approach to creativity, borrowing from other art forms but not sticking to any rigid design doctrines. Natural color palettes, ethnic prints, and comfort are significant features of bohemian fashion. 

Social media has made boho styles even more popular, but the Kingdom has not previously produced a brand that identifies so obviously with the style. After some experimentation with her brand’s creative direction, it was this gap in the market that Abukhaled identified.  

“If I want to shop ‘luxury bohemian,’ it’s very hard to find and it’s not readily available everywhere,” she explains. “I really built on that idea.”  

However, it wasn’t just a market-research-driven decision, Abukhaled points out. “I’m kind of a reflection of my brand and its spirit,” she says. “A lot of people (assume) I’m from Jeddah, because it’s more beach-y and free-spirited, when actually I’m not.”  

Her latest collection takes inspiration from Saudi palm trees. It features beach resort-inspired garments including fishnet hoodies that nod to the historic coastal fishing trade to statement neck pieces that repurpose dried palm fronds. Boho is on full display in the collection’s eclectic mix of traditional materials — including flax seed, raffia, and palm wood beads — with modern designs.  

“I also made other collections like my line that incorporates bisht embroidery into the designs in a way that hasn’t been showcased before,” Abukhaled adds. “(And I’ve used) the shemagh in new colors and ways.”  

Her Bisht collection featured the titular embroidered embellishments on a bomber jacket, palazzo pants, and an asymmetrical choker top, as well as a redesign of the traditional shalki fabric into a corset top, which she called “A Modern Heirloom.”  

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Rebirth (@rebirth.sa)

“I hope that Rebirth preserves some art and culture,” she says. “We also want to tell stories through our pieces. Each one has a story to tell.” 

And those stories are not solely focused on the Kingdom. In October, Rebirth produced a line in honor of Palestine. An Instagram post for one of the pieces was accompanied by text that read: “Each stitch representing a thread of hope, the Palestinian embroidery will forever be engraved on our skin, and we’ve represented this sentiment by creating a piece from delicate white tulle finely stitched using the Palestinian embroidery method. The cuffs, which securely embrace your wrists, symbolize unity by lacing the rope through each loop of transparent fabric, signifying the diverse community we have become.”  

Abukhaled places great emphasis on sustainability for her brand. None of her pieces are mass-produced, instead she champions the circular production model, meaning each piece of fabric is used to its fullest extent.  

“Honestly it’s crazy how many leftover fabrics, dead stock, and even stitched garments go to waste each year,” she says. “I started noticing it even more when I started producing ethically. Going to malls or entering a store and seeing racks and racks of the same product just became so overwhelming.” she said.  

According to the US National Library of Medicine, the global fashion industry produces 92 million tons of waste annually. And that figure is expected to rise to 134 million by the end of 2030.  

“So, I felt like I needed to stress that,” says Abukhaled. “I love that sustainability is such a growing aspect globally now — and in KSA as well. It’s the fastest growing segment of fashion.”  

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Rebirth (@rebirth.sa)

However, the designer notes that sourcing sustainable materials means spending more money; a fact that has forced her to search out fabrics in Turkiye, India, and other countries. 

“Looking back to when I started, I got slapped left and right by the mistakes (I made),” she says. “But that’s the only way to learn when starting a business.  

“Don’t be afraid to ask for support from the government,” she adds, citing the General Authority for Small and Medium Enterprises, (Monsha’at) and other programs including the Fashion Commission’s Saudi 100 Brands initiative as helpful resources.  

“They’re offering us so much support. You just need to know where to go. They’re there and ready to help you,” she said. 

That support is already helping Abukhaled to establish Rebirth on the global scene. She recently signed an agreement with New York concept store DOORS NYC, which will take the brand’s name to one of the world’s great fashion capitals.  

Abukhaled also promises that she’ll be announcing an “exciting project” soon, and suggests that boho enthusiasts “stay on the lookout.” 


Saudi handicrafts on show at London’s Selfridges

Updated 04 June 2025
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Saudi handicrafts on show at London’s Selfridges

RIYADH: The Saudi Cultural Development Fund (CDF) is showcasing traditional handicrafts from the Kingdom at luxury department store Selfridges in London from June 3-22.

The initiative is taking place during Saudi Arabia’s Year of Handicrafts and is in collaboration with British charity organization Turquoise Mountain, which works to support the production of traditional crafts around the world.

The collection celebrates diverse Saudi artisans and features intricate palm crafts, delicate jewelry and accessories, and fine leatherwork, with an emphasis on showcasing the differences between various regional styles in Saudi Arabia.

Themed around Saudi Arabia’s natural and architectural heritage, the activation highlights work crafted from locally sourced, sustainable materials,  reimagined through a contemporary creative lens.

The showcase is being held alongside an exhibition of fashion designs, supported by the Saudi Fashion Commission. 

A key milestone in the CDF’s efforts to support the Kingdom’s cultural sector is the recent launch of the Nama’ Accelerators: Handicrafts Track — a dedicated solution that supports cultural businesses through specialized training, mentorship, and financial incentives.


Artist Massoud Hayoun’s London exhibition ‘Stateless’ explores identity, exile

Updated 04 June 2025
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Artist Massoud Hayoun’s London exhibition ‘Stateless’ explores identity, exile

DUBAI: Los Angeles-based artist and author Massoud Hayoun has spent his career exploring identity, exile and resistance. 

His latest exhibition, “Stateless,” running at London’s Larkin Durey art gallery until June 27, is an exploration of control, culture and community.

His paintings are imbued with the legacy of his Egyptian and Tunisian Jewish heritage. (Supplied)

Raised by his grandparents, Hayoun paints their stories of exile, love and resilience in shades of blue, blending personal narratives with icons of Arab cinema and song to highlight shared cultural memories. 

His paintings are imbued with the legacy of his Egyptian and Tunisian Jewish heritage, but they also reach beyond his own family’s history. His grandfather left Egypt, and his mother was born without citizenship — experiences that deeply inform his work. 

In “Stateless,” he extends this exploration of displacement and belonging to other communities, particularly Palestinians and undocumented Americans, he told Arab News. “In this show, you’ll find people suspended between homeland and refuge, suspended in mid-air, suspended between life and death and living out a sort of existentialist heroism, suspended in undying romance,” he said.

Hayoun’s journey to painting was shaped by his background in journalism. (Supplied)

Hayoun’s journey to painting was shaped by his background in journalism. A former journalist, he is also the author of “When We Were Arabs,” a book on Arab identity that won an Arab American Book Award and was named a National Public Radio best book of the year in 2019. 

His transition from writing to painting was a natural evolution. “I am a figurative painter — I paint people. My journalism was animated by a love of people and a desire to better understand, through interviews like this, people from walks of life drastically different to my own,” he said.

His use of blue is deliberate. Initially reserved for people who had died, the color now engulfs all his subjects, evoking the transient nature of identity and existence. “At first, I only painted my grandparents and other dead people in shades of blue, because to my mind, the glow of it seemed ghostly. I cast other people in different colors to signify other states of being. Eventually, after reflections on time, everyone became blue, even myself,” he said.

The artist's use of blue is deliberate. Initially reserved for people who had died, the color now engulfs all his subjects.  (Supplied)

Yet, at its core, Hayoun’s work is about more than politics — it is about love. “These works touch on sweeping political, philosophical and sociological issues, but they are fundamentally about love for people,” he said. 

“They are meant in the way my grandparents expressed anxiety as a kind of love—fear for my well-being, fervent hopes that I live well and in dignity. These paintings are explosions of love,” he added. 


Rami Al-Ali becomes first Syrian designer to join France’s Federation de la Haute Couture et de la Mode

Updated 04 June 2025
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Rami Al-Ali becomes first Syrian designer to join France’s Federation de la Haute Couture et de la Mode

DUBAI: Rami Al-Ali has become the first Syrian designer to join France’s prestigious Federation de la Haute Couture et de la Mode as a guest member, giving him the chance to showcase his Autumn/Winter 2025 collection on the official haute couture calendar.

The invitation signifies Al-Ali’s entry into fashion’s upper echelons — to qualify, fashion houses must meet rigorous “haute couture” or “high fashion” standards and the title is legally protected under French law.

Al-Ali joins the likes of Chanel, Dior, and Schiaparelli on the official calendar next month. His latest collection will be presented on July 10, according to the provisional calendar.

It is a “historical milestone, celebrating a lifelong devotion to craftsmanship, culture, and creative expression, rooted in heritage and elevated by vision,” the fashion house posted on Instagram.

Originally from Damascus, Al-Ali honed his fashion skills in Dubai and Beirut before founding his label, Rami Al-Ali Couture, in 2001.

His creations have been worn by a variety of celebrities, including Amal Clooney, Eva Longoria, Jennifer Lopez, and Jessica Chastain.

Al-Ali’s work has been praised for seamlessly blending his Middle Eastern heritage with Western sensibilities. He is known for designing flowing silhouettes adorned with intricate, playful embellishments—creations that are both timeless and runway-worthy.

Al-Ali is one of just a handful of Arab designers on the official haute couture calendar. The lineup also includes Lebanese designers Georges Hobeika, Elie Saab, and Zuhair Murad, as well as Saudi couturier Mohammed Ashi.  

Ashi, founder of Paris-based label Ashi Studio, became the first designer from the Gulf region to join the exclusive group in 2023 as a guest member. His designs have also been worn by global celebrities such as Beyonce, Anna Kendrick, and Jennifer Hudson.

“This appointment is the highlight of my career,” Ashi said in a statement posted on Instagram when the announcement was made in 2023. “I will honor it in the memory of the great couturiers who came before me and whom I now join in the pursuit of this grand tradition of excellence in creativity and savoir-faire. 

 


Huda Kattan reclaims full ownership of Huda Beauty

Updated 03 June 2025
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Huda Kattan reclaims full ownership of Huda Beauty

DUBAI: Huda Kattan announced on Tuesday that she regained full ownership of Huda Beauty, the brand she founded in 2013, following the end of an eight-year partnership with private equity firm TSG Consumer Partners.

In 2017, TSG acquired a minority stake in Huda Beauty. As of 2025, Kattan has bought back that equity, making the brand fully independent once again and one of the few major beauty companies that is 100 percent founder-owned.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Huda (@huda)

“Taking back full ownership of Huda Beauty is a deeply very important moment for me,” said Kattan. “It says that while many of us dreamers have visions that we are told are too big or not possible to do alone, in actuality, you have all the power you need to change the world yourself! This brand was built on passion, creativity, and a desire to challenge the beauty industry. As we step into this new chapter, I’m more committed than ever to pushing boundaries, staying true to our roots, and showing up for our incredible community every step of the way.”

Kattan, who serves as founder and co-CEO, now leads the company alongside her husband Christopher Goncalo, also co-CEO, and her sister Alya Kattan, who oversees social strategy.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Huda (@huda)

Kattan is recognized as a Fortune 40 Under 40 honoree, one of Forbes’ Self-Made Women in the US, and one of Forbes’ 100 Most Powerful Businesswomen in the Middle East, as well as a TIME100 Impact Awards recipient and one of TIME’s 25 Most Influential People on the Internet. 

Her brand is known for a number of cult-favorite products, including the Easy Routine trio — Easy Primer, Easy Blur and Easy Bake Setting Powder.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by HUDA BEAUTY (@hudabeauty)

The brand has also received industry recognition for its product quality and innovation, earning accolades such as the Allure Best of Beauty Award, Elle Beauty Award and Cosmopolitan Beauty Award.

Just last week, the brand was ranked the world’s most popular beauty brand in the latest Cosmetify Q1 2025 Beauty Index.

The Cosmetify Index ranks beauty brands each quarter based on factors such as search volume, social engagement and brand visibility.

The brand topped the global list ahead of industry names such as Dior, Fenty Beauty, Rhode and Rare Beauty.

The brand also topped Cosmetify’s list in 2019 and 2020. 

In 2018, the company was valued at more than $1 billion by Forbes.


Saudi Arabia makes bold debut at SXSW London

Updated 03 June 2025
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Saudi Arabia makes bold debut at SXSW London

DUBAI: SXSW has taken off this week in London, with the Saudi Film Commission hosting a series of exciting cultural events.

Originating in Austin, Texas, this is the South by Southwest festival’s first edition in London — and notably, the Kingdom’s debut at the renowned indie film showcase, the Saudi Press Agency reported recently.

The Saudi Film Commission, in collaboration with SXSW, will present a curated selection of short films as a part of the “Saudi Film Nights” initiative.

Under the umbrella of Vision 2030, this program supports the Kingdom’s broader effort to diversify its economy, with particular emphasis on growing its entertainment sector.

The Kingdom’s pavilion, known as The Sadu House, will also spotlight contributions from the Music Commission, Culinary Arts Commission, and Fashion Commission, showcasing Saudi Arabia’s rich and diverse cultural landscape to a global audience.

In addition, the commission will host a panel discussion titled “Empowering the Film Industry in Saudi Arabia: From Vision to Reality.” The session will delve into cinema’s role in shaping national identity, preserving heritage, and advancing Saudi content as a powerful cultural tool.

Each day of the festival will feature a showcase of emerging Saudi talent.

On June 3, for example, SXSW attendees will experience a taste of Saudi hip-hop with performances by AZIZ.wav, SHANCOTY, and JEED — artists known for their unique blend of hip-hop flair, Afrobeat influences, and slow R&B tones.

On June 4, the Kingdom will shift gears and present its underground heavy music scene with performances by death metal bands Wasted Land, Sijeel, and Gimmix, marking a bold introduction of Saudi rock to the SXSW stage.

In addition to performances, festivalgoers can attend cultural panels featuring industry professionals from across the Arab world. Topics include female leadership, entrepreneurial ambition, and the evolution of Saudi Arabia’s film industry.

The opening panel on June 3 is titled “Vision 2030: Cultural Opportunities for Social and Economic Transformation,” which will explore the potential of Saudi Arabia’s cultural power.

Day two will feature a session “Fashion Future Platform: How Data Informs Investment Decisions,” offering a deep dive into the intersection of fashion and data-driven innovation.

Another session on day two, “WWD Female Empowerment – Challenges Facing Women Creatives in a Male-Dominated World,” will spotlight the obstacles and breakthroughs for women in the creative sector.

Finally, day three will have a panel “Sustainability – Challenges of Creating Green Fashion and Beauty in a Throwaway World,” which will underscore the need for sustainability in the industry.