Women in Saudi Arabia are making waves in the fashion world in striking ways. They are relying on their indigenous dressing style and adapting it to the modern outlook.
For one Riyadh-based fashion designer Arwa Al-Ammari, founder of ArAm, it’s not only an art but also a way to express her views without stinting. In fact, she is a woman of many talents which showcases her sparkling potential. She has been in love with arts in its many forms since her childhood. “I play music, paint and sculpt too. I learned to take professional photos and also participated in several school theater plays. In the middle of it all, I stumbled upon a whole new magical form of art — fashion design to make my mark in,” she says.
From then on, there was no looking back for Al-Ammari. She kept moving ultimately designing her own outfits which, all of a sudden, captured the eyes of people around her who later showed interest in buying her creations and the circle began to grow as a result. “At that point it occurred to me that I must refine my talent and passion by enrolling at a prestigious fashion academy,” she says.
Though Al-Ammari studied public policy, planning and financing and holds a Master degree from London School of Economics and Political Science in addition to an MBA from University of Leicester, UK, she changed her direction and delved into exploring the artistic genes that she inherited from her parents who are quite passionate about art. More or less, Al-Ammari started bonding with art at an early stage thanks to her parents. “Every summer they used to sign me up for art courses abroad. I took courses in different schools in the US and UK and got to learn about oil painting, sculpting, sketching, photography and so on,” she says.
As fashion was engulfing her heart and soul and to make her foothold in the fashion industry, she joined a French fashion school “ESMOD” where she studied fashion design. “The courses that I did earlier along with my passion for arts also helped in the development of my artistic vision and taste,” explains Al-Ammari.
Since the launch of her brand ArAm two years ago, it has become an influential name on the Saudi fashion circuit in a big way. Describing what makes her designs stand out, she said, “My brand is characteristic of four elements that give it a huge advantage. The designs are feminine, classy, contemporary and memorable. With this philosophy, I’m trying to portray femininity in a contemporary and classy form through exotic cuts and color combinations that are catchy and memorable,” she says.
The other thing Al-Ammari’s dresses are famous for is that their roots are deeply etched in her heritage. “Being a Saudi designer who comes from the heart of this region and having lived in Dubai gives me an advantage in terms of being able to understand the norms, culture, heritage and social fabric of the people in the region,” explains Al-Ammari.
Being highly exposed to the global village as an avid traveler who visited more than 25 different countries in 4 continents and living abroad enabled her to appreciate other societies, legacies, backgrounds, civilizations, and their arts and history. “This is what I’m trying to reveal in ArAm’s designs,” she says.
Talking about her latest collection and how it came about, she replied, “The latest collection of mine titled “The Ottoman Treasures” is inspired by the fascinating Islamic art of the Ottoman era; the majestic architecture of the Ottoman buildings, the breathtaking details of ceramics and sophisticated netting and carpeting. The collection was structured to create pieces that embrace the artistic patterns and art elements of that period in a contemporary style.”
She knows the type of women who will fall in love with the dresses after seeing her collections. “Women whose only priority is to look elegant and turn heads while moving in a crowd are my prospective clients. I’m always flattered to hear my clients’ feedback. When they wear my designs, they feel absolutely feminine and get compliments even from those who don’t know them yet admire their looks,” she says.
Each individual on the planet takes delight in things that inspire them endlessly. So Al-Ammari is no exception with a great taste. “My greatest sources of inspiration are travel, architectural and historical landmarks, and art pieces,” she says. “I get moved by paintings and sculptures. I absorb the natural sceneries; assimilate the color combinations and preferences of different societies along with other cultural aspects such as music and heritage that one often comes across in my designs.”
When it comes to fabrics and colors, Al-Ammari makes sure they really go with the theme of her collection. As she puts it this way, “Personally I like strong colors that have a statement. With regard to my designs I prefer to work with colors that serve the topic I’m discussing. For example: In the Ottoman Treasures, the color theme is rich and strong reflecting the nature of this era of powerful rulers and Sultans. Colors of the orient included the royal blue and green, deep red, aqua and turquoise.”
She would love to see her designed pieces worn by a variety of fashion icons who match her fashion dreams in every way. To start with, the first name that comes up on top is Sheikha Moza followed by Carla Bruni, Michelle Obama, Sarah Jessica Parker and Lupita Nyongo. “To me these wonderful ladies match my view of being fashionable in terms of femininity and elegance,” she says.
People in the Gulf and the Middle East have a high regard for fashion. They just can’t live without it. They love to dress up and follow the latest international trends. Besides, many of them are shopping at smaller boutiques hunting for pieces that aren’t accessible to all. “They are craving for new styles but at the same time have the willingness to pay more to dress fashionably and uniquely,” says Ammari. “This is where the Ottoman Treasures collection comes in.”
As the brand takes the Middle East by storm, she is considering about introducing other items like leather goods but shoes in particular. She wants ArAm to be seen as an international brand. “This is what I’m planning to reach over the coming years.”
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Arwa Al-Ammari makes waves in Saudi fashion scene
Arwa Al-Ammari makes waves in Saudi fashion scene
Bella Hadid guest stars on ‘Holland’s Next Top Model’ alongside her mother
DUBAI: US Dutch Palestinian model Bella Hadid shared a series of images from her experience as a guest judge on “Holland’s Next Top Model,” the reality series where her mother, Yolanda Hadid, serves as one of the judges.
The post features a carousel of photos and videos, including moments with her mother, the show’s judges and contestants, as well as behind-the-scenes shots from various photoshoots.
In the caption, the runway star expressed her excitement about her fragrance brand, Orebella, being featured on the episode, describing it as “a dream.”
She said: “Thank you @hollandsnexttopmodelnl for having me on as a guest judge! To have @orebella be shot, on a show so dear to my heart, in my most beautiful Holland, was a dream.”
Hadid also reflected on her admiration for her mother. “To watch my mama work and be a second mama to a new generation of young creative human beings is such a blessing to me! Things that my mom can teach, she wasn’t taught. It’s part of who she is,” she said. “Her talent, nurturing ability, maternal instincts, confidence in hard work and success, faith in people and love for fashion is what makes her so special, especially on a show like this. I am so proud of you, mama.”
The model described the transformative journey of the contestants on the show. “This was just an incredible experience to watch these young women and men push themselves but also grow to know themselves better than when they arrived,” she added. “I saw so much of myself in every one of them, and I am proud of each one for getting through a competition that I know for sure is mentally and physically exhausting.”
Hadid launched her brand in May with three fragrances: Salted Muse, Blooming Fire and Window2Soul.
In August, she expanded her collection with the launch of a new scent called Nightcap, described as a “warm and spicy” fragrance featuring notes of ginger, cardamom and vanilla.
For the launch, she hosted a party in West Hollywood, where she wore a dusty-pink gown with delicate embroidery and bow detail from Lebanese couturier Zuhair Murad.
Part-Saudi model Amira Al-Zuhair fronts Balmain’s Resort 2025 campaign
DUBAI: French Saudi model Amira Al-Zuhair this week shared pictures from her latest campaign with Balmain, showcasing the brand’s Resort 2025 collection.
In one of the images, Al-Zuhair donned a strapless denim mini dress paired with two matching denim handbags and calf-high black boots.
In the second image, she wore a black sequined two-piece outfit, featuring a crop top and a high-waisted skirt. The design incorporates gold and silver embellishments, with the top featuring the word “L’aime,” meaning “loves” in French. The setting, with the Eiffel Tower in the background, tied the look to the brand’s Parisian roots.
This is not Al-Zuhair’s first collaboration with Balmain. She previously walked for the brand during Paris Fashion Week in September.
She showcased a structured gray blazer over a classic black T-shirt, complemented by vibrant red suede over-the-knee boots that added a bold pop of color. Her ensemble was completed with a neutral-toned shoulder bag and a striking gold pendant necklace.
The model has been spending the week in Dubai and shared a moment on Instagram featuring an advertisement she spotted for Maison Alaia in Dubai Mall. “Casually shopping in Dubai Mall … and look who I found,” she said in the caption.
Al-Zuhair also shared a photo of herself having lunch with a friend at Al Mandaloun, a Lebanese restaurant in Dubai.
Kosas brings clean beauty to the Saudi market
DUBAI: Clean beauty brand Kosas has officially entered the Saudi market, offering a range of skincare-focused makeup products.
Founded by Sheena Zadeh, Kosas, now available at Sephora Middle East, prioritizes skin-nourishing ingredients, a mission the founder feels deeply resonates with the Saudi market.
“Saudi Arabia is such a vibrant, emerging market with a rich beauty culture,” Zadeh told Arab News, adding that over the years, she has seen a growing demand from the Middle East for clean, high-performance beauty products. “Saudi Arabia is at the forefront of this trend,” she said.
“For us, it’s about more than just expansion; it’s about connecting with a culture that values authenticity, quality and a holistic approach to beauty,” Zadeh said.
In preparation for its Saudi debut, Kosas chose a range of products aligned with local beauty needs. “We curated our lineup with universal favorites and regional needs in mind,” Zadeh said.
This lineup includes bestsellers such as the Revealer Concealer, the Cloud Set Baked setting powder, and the BB Burst Tinted gel cream moisturizer.
“(The setting powder) helps achieve that lasting, natural matte finish ideal for the warm climate,” Zadeh said, adding that the tinted moisturizer is “perfect for those looking for lightweight hydration with coverage.”
Kosas also plans to connect with the Saudi community by staging workshops and events focused on clean beauty and skin health.
“We’re very committed to education and empowerment in the beauty space … we believe that beauty should feel effortless and enjoyable, so our educational initiatives will focus on simple, effective ways to incorporate Kosas into daily routines. We’re really excited about this,” Zadeh said.
Zadeh said her own roots influenced Kosas’s mission: “I’m Middle Eastern myself and I’ve always felt deeply connected to the region’s beauty philosophy.
“At its core, Kosas has a holistic and layered approach that aligns with the depth and tradition of Middle Eastern beauty philosophies,” she added. “Kosas was born from a deep passion for clean beauty that’s effective, fun, and makes people feel good in their own skin. Our journey started with a desire to create makeup that doesn’t just sit on the skin but works with it.”
Lavish and Johara Global collaborate to celebrate Saudi Culture
- Lavish founders Nada Altobaishi and Hala Alsharekh said in a statement: “Lavish Concept Store is more than just a destination for luxury and style; it is a platform where innovation, culture, and creativity thrive
LONDON: Lavish Concept Store and Johara Global on Thursday joined forces to host an event at the Lavish pop-up in The Music Room, Mayfair, London, celebrating the timeless beauty and rich traditions of Saudi culture.
Lavish Concept Store aims to foster creativity and innovation, while Johara Global is a platform to support female leaders and enable them to fulfil their potential.
In line with Saudi Vision 2030, the event offered an immersive cultural experience, spotlighting the heritage and artistry of Saudi Arabia through a blend of fashion, art and cuisine.
A fashion show featuring traditional Saudi costumes showed off the intricate craftsmanship and rich heritage of the region.
Lavish founders Nada Altobaishi and Hala Alsharekh said in a statement: “Lavish Concept Store is more than just a destination for luxury and style; it is a platform where innovation, culture, and creativity thrive.
“We are committed to curating exclusive, high-quality products while showcasing the work of emerging artists and artisans.
“Our vision is to redefine the retail experience by blending timeless elegance with cutting-edge trends, all while championing artistic expression and cultural diversity. At Lavish, we strive to inspire confidence and elevate everyday living through the fusion of luxury, culture, and innovation.”
Katie Partridge, founder and chairwoman of Johara Global, and Intisar Alyamani, CEO of Johara Global said in a statement: “Johara Global was set up with a mission to bridge the east-west gap and foster the leadership of women through our four main pillars. Collaborations like these create a lasting and powerful impact on the community. We are delighted to join forces to achieve this.”
Celebrity-loved jeweler Azza Fahmy has ‘a strong connection’ with Saudi Arabia
- The CEO and head of design at the Egyptian jewelry house their mother founded discuss their new flagship store in Riyadh
- ‘Every time she goes, she has a strong connection there,’ the head of design said of Azza Fahmy’s trips to Saudi Arabia
DUBAI: Egyptian entrepreneur and jewelry designer Azza Fahmy is celebrated for crafting pieces that weave cultural stories into wearable art, resonating with those who appreciate depth and meaning in every design.
Fahmy’s signature gold-and-silver pieces have long been embraced by Egypt’s top entertainers, including the late actress and singer Soad Hosny and celebrated actress Yousra.
Her jewelry has also garnered an impressive international following, including A-list stars like actors Julia Roberts, Shailene Woodley, Naomi Watts, and Vanessa Hudgens, and singers Joss Stone and Rihanna.
The brand has also forged a particularly strong connection with Saudi customers, who value the blend of tradition and modernity it offers. It recently expanded its reach with the opening of a flagship store in Riyadh, catering to a growing Saudi clientele.
Fahmy’s daughters — CEO Fatma Ghaly and head of design Amina Ghaly — say the new outlet is the result of years spent cultivating relationships with Saudi clients.
“The opening of our flagship store in Riyadh marks a significant milestone for Azza Fahmy,” Fatma tells Arab News. “Throughout the years, we’ve had the privilege of cultivating meaningful relationships with our Saudi clientele, connecting through online platforms, exhibitions, and pop-ups, all while experiencing a growing demand for our jewelry.”
For Amina, the store is a continuation of her mother’s decades-long connection to Saudi Arabia, where she has often been inspired by the culture, architecture and landscapes.
“Every time she goes, she has a strong connection there,” Amina says. “There is the architectural aspect that we have drawn inspiration from, (but also the culture): for our collection ‘Ahla Ma Ghanaho Al-Arab,’ we were inspired by (Saudi singer and composer) Abdul Majeed Abdullah, so it’s really varied over the years.
“We draw inspiration not from one thing or the other. It is a question of how the inspiration serves the collection, and I feel like, with Saudi Arabia, the more we keep going there, the more we will continue to be inspired,” she adds.
Fatma explains that this made opening a permanent store in Saudi Arabia feel like the right move, especially as the Kingdom’s luxury market shows a growing interest in heritage-inspired brands.
“Our new store is a testament to our commitment to the Saudi market, offering a space that showcases our craftsmanship and invites visitors to explore the beauty and stories behind our pieces,” she says.
According to Fatma, Saudi Arabia’s luxury market has transformed in recent years. Clients increasingly seek brands that emphasize authenticity, cultural stories and craftsmanship.
“The Saudi consumer has long been sophisticated and well-traveled, but in recent years Saudi Arabia’s luxury market has experienced remarkable growth and evolution, especially for heritage-driven brands like Azza Fahmy. There has been a significant shift towards valuing craftsmanship, cultural narratives, and authenticity in luxury goods,” she explains.
For many Saudi clients, jewelry that reflects their identity and holds personal meaning is highly sought after, making Azza Fahmy’s storytelling-focused designs especially appealing.
Fatma and Amina are both enthusiastic about connecting with Saudi’s younger generation, who are attracted to brands that combine tradition with innovation.
“Our designs resonate with this dynamic audience by blending contemporary aesthetics with traditional motifs,” Fatma says. “We embrace innovation in our processes and materials, ensuring that our jewelry appeals to a modern sensibility while remaining rooted in cultural heritage.
“This approach not only attracts younger consumers but also fosters a deeper connection to their identity, allowing them to wear pieces that are both stylish and meaningful,” she continues.
Amina says that today’s luxury market is increasingly global, shaped more by shared interests than regional preferences. “As brands, we should not segment by region but rather by character,” she says. “The internet and social media has made the world a very small place. So, you find women in Saudi who, for instance, are very interested in travel and seek brands they can connect with on a personal level. Someone in London, someone in Japan, someone in Brazil could have the same interest. These are character traits, more than regional traits.”
However, Amina notes that there is a unique regional connection when it comes to Arabic calligraphy and poetry.
“I feel that women from the Arab region are very drawn towards the Arabic language, because rather than me translating it for them and trying to give them the gist of what it means, they can read and recognize it and connect with it themselves,” she says.
Beyond the Middle East, Azza Fahmy’s collections with Arabic calligraphy have found success in places including the UK, where clients often appreciate the aesthetic and personal significance of the script.
“When we were approaching the British market, we were under the false impression — from whatever market survey that we did at the time — of ‘They do not understand it, and they will not understand it, so they will not be able to connect.’ We were very happily surprised to learn that our number one-performing collection, in our Burlington Arcade boutique in London, is the calligraphy collection,” Amina says. “It’s because they are carrying it as their own little secret. The client comes and picks up something like, for instance, the eternity ring inspired by Umm Kalthoum, and she takes it as ‘I’m the only one that understands what it says.’”
The Riyadh store stocks many of the brand’s high jewelry pieces. Among Amina’s personal favorites, she says, is the “Scripts of Love” bangle, adorned with emeralds and calligraphy.
“The combination of stones, poetry, and calligraphy creates a piece that captures attention without overshadowing any element,” she says.
She also highlighted the delicate “Crescent Filigree” earrings with tanzanite — a design that showcases the brand’s expertise in filigree craftsmanship.
Azza Fahmy’s commitment to the empowerment of women is also in line with Saudi Arabia’s Vision 2030, which encourages increased female participation in the workforce and leadership roles.
Fatma explains that the brand’s jewelry aims to reflect individuality and heritage — resonating with modern Saudi women who appreciate both cultural pride and self-expression.
“As a company led by women — with women in key roles across all levels of management — empowering women is simply part of our DNA,” she says. “It is not something we ‘strive for.’ It comes naturally to us.”