Towards the end of November, a stunning and much-spoken about Dior event took place in the heart of Saudi Arabia.

AlUla’s signature trademark had Dior projected on it, as a host of VIP guests gathered to celebrate the launch of Sauvage, a new menswear fragrance.

The landmark’s famous Elephant Rock with its heritage backdrop, became the epitome of photos that evening as the Parisian label staged its event for the fragrance that’s inspired by the desert in the magical hour of twilight.

Some of the Middle East’s biggest content creators from the likes of Mr. Moudz to Abdulla Elmaz, as well as Mohamed Al-Habtoor, Saudi designer Mohammed Khoja and others, gathered to enjoy a luxe dining experience with views featuring the scintillating backdrop of Saudi Arabia.


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Guests were presented with an entertainment-fuelled evening where the UAE-based blues singer Jay Abo stunned the audience, adding to the unmistakable charm of this launch event.

As AlUla continues to attract several fashion houses from around the world, this UNESCO World Heritage site has gained popularity since its launch as it has been re-discovered by the world.

Dior perfume

From a plethora of cutting-edge art installations and fashion events taking over this space, it has certainly become a bucket-list destination in no time, making all those who visit feel like a true explorer.

The new Sauvage Elixir is priced at Dhs590 for 60ml and is available on

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Images: Supplied