As a plethora of fashion designers are continuing to emerge from Saudi Arabia, it’s important to continually shine a light on regional talent.

Ensuring this is done, key female figures from the Kingdom are supporting homegrown talents through scholarship programs, individual initiatives, fashion forums and more.

HRH Princess Lamia bint Majed Al Saud

Her Royal Highness Princess Lamia bint Majed Al Saud is always aiming to give back to society in whatever way she can. Earlier this year, Alwaleed Philanthropies, founded by His Royal Highness Prince Al-Waleed bin Talal, launched a new homegrown brand in support of Saudi female artisans. The project entitled Mizwada is also being spearheaded by Princess Lamia, Alwaleed Philanthropies’ Secretary-General.

While being known for her role as a philanthropist in society, Princess Lamia has previously shared her desire to change the world, and the newly launched brand, Mizwada aims to work with female artisans in order to promote the concept of locally resources materials, which reflect the Kingdom’s heritage. From creating purposeful goods to handcrafted lifestyle pieces, Mizwada stands as an ode to revive Saudi Arabia’s ancestral past by using products such as leather goods, woodwork, and ceramics, to reflect the main cultural symbolism.

HRH Princess Al Joharah Talal Al Saud

Having recently participated in the Global Women’s Virtual Fashion Forum & Show, Her Royal Highness Princess Al Joharah Bint Talal Bin Abdulaziz Al Saud – Chairwoman of ATLAL ALMAJD Company for Commercial Services – where she discussed how pivotal social media is in driving growth for smaller businesses particularly when it comes to fashion. “Fashion – it’s something to be seen. Art –it’s something to be seen. Telling the story behind it… I’m always telling [upcoming designers] you need to share your story so people can relate to it,” she said in her panel on day three of the forum.

Similarly, back in December 2020, Princess Al Joharah took part in the Women Empowerment Summit where she shared her experiences as a Saudi entrepreneur. She also shared some empowering advice to fellow entrepreneurs from the region, “Never forget where you came from, who has supported you or not and helped you reach where you are today.”

“Whether it was a peaceful past or a struggle, use it to grow and not to pull you back, we come from a very traditional culture, but that does not define us, it just gives us something to be proud of,” she continued. “So, take tradition and colour it.” 

In her role as Chairwoman of ATLAL ALMAJD, she focusses on digital marketing, online advertising and online trading, whilst also supporting up and coming businesses.

Marriam Mossalli

Marriam Mossalli is a Jeddah-based entrepreneur who’s the founder of luxury consultancy firm Niche Arabia has been a long-standing supporter of the local fashion industry in the Kingdom. From being a pioneer and ambassador for the Middle Eastern fashion industry, she belongs to a generation of Saudi women who embody a new-age spirit. Back in 2018, Mossalli published her second book Under The Abaya; Street Style From Saudi Arabia which lays emphasis on the diverse Saudi fashion scene. The book became a sell-out success. One hundred per cent of the proceeds of the book scales were used to create several academic scholarships to promote women empowerment.

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Honayda Serafi


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With her designs that have reached a level of global recognition, Honayda Serafi’s namesake brand is constantly aiming to contribute to reducing waste that’s a by-product from the fashion industry. While embodying her traditional roots, the pieces are a combination of traditions with modern craftsmanship, with a core mission to empower women as supporting local fashion continues to be at the helm of it all.

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Shahd Al-Shehail

Founder of the ethical fashion label Abadia, this Saudi designer combines traditional crafts with contemporary designs in garments that are hand-embroidered within the Kingdom. With some of her pieces previously being worn by Queen Rania of Jordan, the fashion designer focuses on luxury fabrics and handcrafted details, that seamlessly blend culture through contemporary designs, as it preserves the age-old values through the brand’s continued commitment.

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Safia Alaquil

This Saudi-Argentinian is always infusing her rich cultural heritage through her label Badawiah, which carries a unique tradition forward with remarkable pieces that add a twist to each design. By supporting the local fashion community in the Kingdom, the designer ensures that proceeds from her brand help raise funds for children in need.

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