Lojain Omran with the designers. Photo: Courtesy AlUla Creates
This London Fashion Week brought an exciting new initiative to the forefront, featuring Saudi Arabian designers Atelier Hekayat and ArAm Designs for the launch of a new endeavor. It will feature a number of artists, fashion designers and filmmakers, all of whom will have access to other creatives attached to the British Fashion Council who can support and mentor creatives in each sector. The Alula Creates platform itself comes as part of the Saudi Arabian efforts to encourage female creatives in the region to collaborate with leading industry professionals and access development funds to support their work.
Arwa AlAmmari of ArAm Designs with her models. Photo: Noorunisa
The program has since developed and Atelier Hekayat and ArAm Designs were selected to emerge into the UK landscape and showcase their Spring/Summer 2024 collections at the Twenty-Two in London for London Fashion Week on September 19. It was a star-studded event with the likes of Tania Fares of Fashion Trust Arabia, Helena Christensen, Mila Al Zahrani and Lojain Omran present.
Sisters Abeer and Alia of Atelier Hekayat with their models. Photo: Noorunisa
Atelier Hekayat’s collection showed to be boldly monochromatic with widened sleeves and a firm nod to evening wear. Each piece was made by the brand specifically for a woman who likes to stand out. Abeer and Alia Oraif, the two sisters behind the namesake brand mentioned that they were incredibly happy to be a part of the initiative. “We feel very grateful to have been chosen to be featured and showcase our collection in London.” The sisters also discusses how important it is to be female creatives in today’s world: “We are so thrilled to be given such a privilege, we feel this is so important for more female designers and everything we do is with love, every dress we make is made out of love for our clients.” The pieces from their collection are ethereal and…
