When pixels meet fabric: How gaming is reshaping fashion culture in Saudi Arabia

Both gamers and experts agree that the next phase in the evolution will come with the upcoming Esports World Cup in Riyadh. (Supplied/ Abdullah Al-Jughaiman)
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Updated 15 April 2025
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When pixels meet fabric: How gaming is reshaping fashion culture in Saudi Arabia

  • Thriving scene in Kingdom inspires new fashion trends
  • Global brands enter Saudi market to create game-inspired clothing

RIYADH: Gaming in Saudi Arabia is shaping fashion trends, influencing consumer behavior, and redefining personal identity among the Kingdom’s youth.

With nearly 70 percent of the population identifying as gamers, what began as a digital pastime has evolved into a lifestyle — and that lifestyle is now visible on the streets.

According to a study by Power League Gaming and Ipsos, the relationship between gaming and fashion in the Kingdom is “symbiotic and fast-evolving.”




Cosplay culture has contributed to gaming’s influence on fashion. (Supplied)

Global brands are now actively entering the Saudi gaming scene. In 2023, Adidas became the official merchandise partner of Gamers8, the Kingdom’s largest gaming festival, co-branding esports jerseys and offering customizations on-site for fans.

“Gaming is culture in Saudi Arabia, and fashion is naturally blending into that culture,” said Matthew Pickering, CEO of Power League Gaming.

For many gamers clothing has become an extension of their in-game identity. Whether it is a hoodie inspired by a favorite title or a jersey from a national team, Saudi gamers are increasingly expressing their digital passions in real life.




Cosplay culture has contributed to gaming’s influence on fashion. (Supplied)

Norah Shobili, a longtime gamer, noted that what started as basic T-shirts with logos has transformed into something deeper.

Shobili said: “Now it’s more like game skins — rare, valuable, and connected to status. I once won the official Saudi Overwatch team shirt from the 2023 World Cup. I tried it on, then put it back — I’m planning to frame it because it’s more valuable to me that way. It was a limited-edition piece sold only at the headquarters of Saudi electronic games.”

This shift from novelty to lifestyle is especially visible in streetwear. Pickering said: “Saudi gamers tend to gravitate toward casual, sporty clothing  — limited-edition sneakers, graphic tees, hoodies tied to their favorite teams or games.”




Matthew Pickering, CEO of Power League Gaming. (Supplied)

That style is not just for men. Nearly half of Saudi gamers are women, and many have merged modest fashion with gaming aesthetics  — bold makeup inspired by game characters and culturally mindful outfits that still nod to the gamer identity.

Gamer Roaa Al-Johani echoed this blend of style and sentiment, saying: “It’s not just about playing games. A lot of gamers show their love for gaming through how they dress. It’s like wearing your passion out loud.”

Shatha Al-Yousef, another gamer, shares that view. “From my perspective I see the worlds of gaming and fashion as almost inseparable. Every gamer has some aesthetic sense that reflects who they are — whether in-game or in real life,” she said.




Ibrahem “Quartz” Alali, a member of the Saudi Overwatch esports team displaying his jersey which has become a collector's item since the team won the 2023 cup. (Supplied)

“It’s not just about gameplay. Even your appearance has become part of what defines you as a gamer.”

Still, this movement is relatively new in the Kingdom. “I believe our community is now OK with whatever you wear if it doesn’t have someone’s face on it,” said Shobili. “‏Other than that, dress however you like, and (you) will be stopped by someone who actually knows what you’re wearing.”

While global brands are jumping in, not all local voices are convinced of their authenticity. “I’ve never really seen meaningful collaborations between fashion brands and Saudi gamers,” Shobili added.

On the other hand, Al-Johani takes a more pragmatic view, saying: “They’re definitely commercial, but I honestly don’t mind that. I love when people get to express what they’re into — even if it’s part of a trend.”

Al-Yousef also finds value in wearing game-inspired clothing. She said: “I’ve seen a few outfits inspired by games that were really unique, though sometimes they mix characters from anime or generalize the gamer image, which doesn’t always feel accurate.

“Personally I love wearing pieces that connect me to my favorite characters — it makes me feel closer to the games I love.”

Pickering believes authenticity is the differentiator. “Successful campaigns are the ones that respect the community,” he said, pointing to projects like the Namshi x Adidas Fortnite Challenge, which generated over $1.4 million in sneaker sales and 39 million impressions. Another campaign with Maybelline New York targeted female gamers through a custom Fortnite challenge and increased conversion rates by over 3.6 percent.

What sets the Saudi market apart is its youth and energy. More than half of Saudi gamers are between 15 and 24, compared to only 29 percent in the UAE.

“It’s a young, dynamic audience that drives trends,” said Pickering. The market is also more gender-diverse than many might expect, significantly higher than in many neighboring markets.

Looking ahead, both gamers and experts agree that the next phase in the evolution will come with the upcoming Esports World Cup in Riyadh.

Speaking about the Overwatch World Cup, which was won by Saudi Arabia in 2023, Shobili said: “‏After the OWWC, the gaming culture got more recognition by more people in the community, and with the Esport World Cup (around) the corner, many teams’ ... supporters are going to be seen wearing clans’ merchandise.

“‏I believe this is an opportunity for local designers to be part of this international event.”

Al-Johani shares that hope, saying: “I’d love to see more events and collaborations. It’s so great when every group — gamers, anime fans, sports lovers — gets something that speaks to their interests.”

The future of fashion, Pickering believes, may be born on gaming platforms. With the rise of AI, AR, and VR, gaming is becoming a testbed for virtual fashion — digital skins, avatar style, and virtual stores. “We expect a future where a gamer in Jeddah shops a new collection in the metaverse, tries it on virtually, and receives both the in-game skin and real-world version at home,” he said.

As lines blur between reality and virtual life, fashion brands that embrace this shift early — especially in tech-savvy, youth-driven markets like Saudi Arabia — are likely to define the next generation of style.

 


Saudi defense minister arrives in Tehran for an official visit

Updated 40 min 11 sec ago
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Saudi defense minister arrives in Tehran for an official visit

  • Prince Khalid will hold several meetings to discuss bilateral relations

DUBAI: Saudi Minister of Defense, Prince Khalid bin Salman, arrived on Thursday in the Iranian capital, Tehran, on an official visit, the Saudi Press Agency reported. 

During the visit, Prince Khalid will hold several meetings to discuss bilateral relations and issues of mutual interest between the two countries.

The visit follows renewed diplomatic engagement between the two countries. On Monday, Saudi Foreign Minister Prince Faisal bin Farhan held a phone call with his Iranian counterpart Abbas Araghchi, during which they discussed regional developments and efforts to address them.

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Launch of Cinamaa platform marks push for film studies in Saudi Arabia

Updated 17 April 2025
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Launch of Cinamaa platform marks push for film studies in Saudi Arabia

  • Saudi Film Commission and National Film Archive launch platform to educate and support budding filmmakers
  • Experts describe the importance of developing film studies in Saudi Arabia

RIYADH: The Saudi Film Commission has introduced a new initiative, Cinamaa, to promote film studies and support people entering the industry.

A launch event was held on Wednesday at the Cultural Palace in Riyadh, hosted by the commission and National Film Archive.

The Cinamaa website, a platform intended to help educate aspiring filmmakers, critics, and film enthusiasts, allowing them to share their work, gives users access to articles, research studies, discussions, workshops, and short films on various topics related to film.

Following a panel discussion in which she spoke on the importance of film studies in academia, Salma Tarek, professor of literature at the University of Cairo’s French language department, told Arab News: “We need to distinguish between academic studies, meaning university-level education, and studies at film institutes, which aim to train technicians and filmmakers.”

The latter is very important and widely available, she said, but cinema studies at the school and university levels are still lacking.

“Abroad, for example, children in elementary school have reading and literacy programs that include a section on how to ‘read’ a film. They learn what a shot is, what camera movement means, because these have become part of the basic language of how we interpret the world around us,” Tarek said.

“Cinema is no longer just an art form; it is a form of discourse. We are constantly exposed to it, and it’s very important that we learn how to decode its messages.”

Tarek said that these are messages that are constantly being sent to viewers, who must receive them in an open and thoughtful way.

“The university is the institution best suited to play this role.”

When asked what can be done to push this agenda forward, the professor said that first, there must be conviction in the value of cinema studies, a task she said is “not simple.”

The entry point, however, is in interdisciplinary studies.

“For example, literature departments can offer courses on the relationship between performance art and cinema. In history departments, there can be a course on cinema and history. Gradually, these borders will open up, and we will start to develop a cinematic culture within academic institutions.”

These institutions will then have the capabilities and foundation to establish dedicated departments for cinema studies, which Tarek said is the “ultimate goal.”

The panel also discussed the need for more original Arabic content in addition to translations of foreign films.

Tareq Al-Khawaji, film critic and cultural adviser at the King Abdulaziz Center for World Culture, said that young Saudis interested in screenplay writing have a great opportunity to develop scripts that can contribute to bolstering the cinematic scene in the Kingdom.

The launch of Cinamaa was followed by the signing of two memoranda of understanding between the Saudi Film Commission and its partners, the Saudi Broadcasting Authority and the International Federation of Film Critics.

The commission’s CEO Abdullah Al-Qahtani took the stage with Mohammed Fahad Al-Harthi, SBA CEO and former editor in chief of Arab News, and Fipresci CEO Ahmad Shawky.

The establishment of the Cinema Critics Association was also announced, the first independent professional entity dedicated to film criticism in Saudi.

At the end of the night, the doors opened to welcome guests into an exhibition on film history in the Arab world.


Red Sea Global unveils Laheq Island, a landmark luxury-living destination

Updated 17 April 2025
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Red Sea Global unveils Laheq Island, a landmark luxury-living destination

  • Laheq Island opens in 2028, first to focus on residential ownership
  • One of the world’s largest barrier reefs with over 2,000 rare species

TABUK: Red Sea Global has unveiled Laheq Island, Saudi Arabia’s first private residential island offering a luxury lifestyle experience.

The island marks the RSG’s first residential project following the completion of phase one, which welcomed its first guests in 2023 with the opening of five resorts.

Construction is underway to complete an additional 11 resorts on Shura Island, the Saudi Press Agency reported recently.

The destination is connected with other parts of the Kingdom and the world via the Red Sea International Airport.

Scheduled to open in 2028, Laheq Island will be the first project within the destination focused on residential ownership, complemented by exceptional hospitality facilities and services, the SPA reported.

Scheduled to open in 2028, Laheq Island will be the first project within the destination focused on residential unit ownership. (SPA)

Laheq is part of an archipelago of 92 pristine islands along the Kingdom’s west coast, surrounded by one of the world’s largest barrier reefs that are home to over 2,000 rare and unique marine species.

The island spans 400 hectares and features a wide array of recreational facilities and activities for residents and visitors.

The RSG, owned by the Kingdom’s Public Investment Fund, has pledged to plant 50 million mangrove trees and enhance their habitats while also regenerating coral reefs and surrounding marine ecosystems.

The Red Sea destination will become the world’s largest tourism attraction with all facilities and resorts powered entirely by renewable energy, the SPA reported.

All 16 resorts of phase one are expected to be operational this year. By 2030, it will have 50 resorts with 8,000 hotel rooms, and more than 1,000 residential units across 22 islands and six inland sites.


Investigation debunks claims about coalition strikes in Yemen

Updated 16 April 2025
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Investigation debunks claims about coalition strikes in Yemen

  • Coalition’s Joint Incidents Assessment Team (JIAT) held a meeting to address allegations regarding airstrikes in various regions of Yemen

RIYADH: An investigation found that a number of airstrikes carried out by The Coalition to Restore Legitimacy in Yemen did not target civilian sites including a hospital and farm as claimed.

The coalition’s Joint Incidents Assessment Team held a meeting on Wednesday to address allegations regarding airstrikes in various regions of Yemen in recent years.

On Jan. 13, 2022, the UN High Commissioner for Human Rights reported that an airstrike partially damaged the emergency department and inpatient clinics of a hospital in the Al-Sawad area.

It was claimed that coalition forces targeted a military camp near the hospital.

The JIAT reviewed relevant documentation and found that a military camp, known as Al-Sawad camp, was located near the 48 Model Hospital, which is on the coalition forces’ no strike list.

On the day of the alleged strike, coalition forces conducted a targeted airstrike on military targets within the camp, based on intelligence regarding Houthi militia activities.

The bombs were guided and aimed to minimize civilian impact, hitting their intended targets accurately and remaining a safe distance from the hospital.

Therefore, the JIAT concluded that coalition forces did not target the hospital on Jan. 13, 2022.

On March 3, 2021, reports emerged alleging that coalition forces conducted an airstrike targeting a farm in the Al-Watadah area of the Khawlan Directorate in Sanaa Governorate.

The JIAT said it reviewed documents, including air tasking orders, daily mission schedules and satellite imagery.

The investigation revealed that no specific coordinates for the alleged farm were provided.

The JIAT found no record of airstrikes in Al-Watadah on the date in question, nor in the days surrounding it. Open-source searches yielded no corroborating information.

In conclusion, the JIAT determined that coalition forces did not target a farm in Al-Watadah on March 3, 2021, as alleged.

Other reports indicated that a missile fell near a house in Al-Malaheet village on Feb. 23, 2020. The JIAT investigated and found no evidence that coalition forces had conducted missile strikes in the area on that date.

On June 4, 2015, allegations surfaced regarding an airstrike on the governorate building in Zinjibar. The JIAT confirmed that no air missions were conducted in Abyan on that date.

Through these investigations, the JIAT aims to clarify allegations and uphold accountability and transparency.


Saudi deputy FM receives Mauritania envoy in Riyadh

Updated 16 April 2025
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Saudi deputy FM receives Mauritania envoy in Riyadh

Saudi Arabia’s Deputy Foreign Minister for Political Affairs Saud Al-Sati received Ambassador of Mauritania to the Kingdom Mokhtar Ould Dahi in Riyadh on Wednesday.

During the meeting, they discussed bilateral relations and various issues of common interest, the Foreign Ministry wrote on X.

Meanwhile, Faisal Al-Harbi presented a copy of his credentials as non-resident ambassador of Saudi Arabia to Pholile Dlamini Shakantu, the Eswatinian foreign minister, the Saudi Embassy in South Africa wrote on X.