For local designers and stylists, this period of transformation presents both opportunities and challenges. “Being part of this new generation of ambitious Saudis under visionary leadership is paving the way for endless possibilities,” bint Saad adds. “My career in fashion wouldn’t have been as successful a decade ago. Back then, most people wouldn’t have even known what a stylist or creative director was.”
This sense of possibility is mirrored in the growing number of entrepreneurs launching fashion and lifestyle ventures that were once unimaginable. Al-Sheikh notes that the environment for women in business has transformed significantly, thanks to both societal and governmental support. “Ten years ago, opening a business would have been far more challenging—not just in terms of logistics, but also in terms of acceptance,” bint Saad explains.
The impact of these cultural shifts is also visible in the burgeoning fashion scene. A new generation of designers is drawing inspiration from the kingdom’s evolution, skilfully navigating the fine line between tradition and modernity. Just take a look at all the brands emerging from Saudi Arabia, from celebrated streetwear fashion houses such as Hindamme and MD29, to elevated ready-to-wear labels like Arwa Al Banawi, to conceptual couture from brands like Kaf by Kaf and Atelier Hekayat. As these designers gain prominence, opportunities for global collaboration and exposure are also emerging. The Saudi 100 Brands programme at Milan Fashion Week, along with previous exhibitions in New York, underscores the growing international recognition of Saudi talent.
Still, this transformation is not without its challenges. “Fashion has become a tool for both uniting cultures and deepening divides,” reflects a young Riyadh-based makeup artist. While many view the liberalisation of dress codes as a positive development, others see it as an erosion of cultural values. “Saudi Arabia’s…
