Fashioning identity: Saudi designer champions tour guides as ambassadors

Arab News

13-04-2025

JEDDAH: In Saudi Arabia, where each region's distinct heritage shines through its landscape and traditions, tour guides serve as vital ambassadors — and one Saudi designer believes their attire is key to embodying the cultural treasures they represent.
Dallal Al-Juhani, a fashion design faculty member at Taibah University, has developed a visionary concept for tour guide uniforms in AlUla which blends heritage with modern style.
Using technology to champion heritage, her project merges the cultural identity of AlUla with aesthetics and the functional needs of the job, highlighting Saudi identity in its finest form.
'Saudi heritage has its place and value,' she told Arab News. 'We should be proud of it and showcase it to the world through the tourism and fashion sectors."
Dallal Al-Juhani, a fashion design faculty member at Taibah University, has developed a visionary concept for tour guide uniforms in AlUla which blends heritage with modern style.
Al-Juhani holds a bachelor's degree in clothing and jewelry design from Taibah University, and boasts a master's in fashion design from King Abdulaziz University.
She added: 'During my studies there was a significant focus on fashion that reflects heritage, as well as the role of modern technologies in the development of the fashion industry.'
Reflecting on the inspiration behind her vision for tour guide uniforms, she said: 'During my visit to AlUla in 2021 I noticed that tour guides did not have a specific uniform to stand out to visitors.
Saudi heritage has its place and value. We should be proud of it and showcase it to the world through the tourism and fashion sectors.
Dallal Al-Juhani, Saudi designer and academic
'As a fashion designer I felt compelled to find a solution to this issue by creating designs suitable for this role.'
Al-Juhani's uniform concept reflects the rich identity of AlUla through colors, patterns, materials, and techniques, all inspired by the region's heritage.
It serves as a visual narrative, representing the beauty of AlUla's monuments while establishing a deep connection between the storyteller and the place itself.
She said: 'Patterns were inspired from iconic locations such as Al-Hijr and Jabal Ikmah, incorporating Nabataean letters and prominent symbols such as the bull, lion, and hand.'
Functionality was a key consideration in the uniform's design, and Al-Juhani added: 'The uniform gives the tour guide a sense of belonging and comfort, leaving a positive impression on tourists, which elevates the level of professionalism in the tourism sector.'
As a young Saudi designer Al-Juhani's message to her peers is to keep up with modern trends by utilizing new technologies in design and illustration. In fact, as part of her project, she harnessed artificial intelligence techniques to enhance her designs.
And to bring her vision to life she used AI-powered tools like Midjourney and Lexica to develop prototypes before transitioning to manual work.
She said: 'I used natural leather and techniques such as burning and decoration that mimic the ancient Nabataean style. I also added traditional details using leather threads and blanket stitching to enhance the heritage touch.'
While Al-Juhani did face some challenges in sourcing high-quality materials, the input offered by tour guides made the process smoother.
She added: 'I made sure to involve them in every stage to strengthen their connection to the uniform, making it a project they felt a part of rather than just a product.'
Her innovative approach has already earned her recognition, and Al-Juhani was awarded the gold medal at the London International Exhibition of Inventions and Innovations in 2024, as well as receiving special recognition from Croatia and Romania at the same event.
'It was proof that heritage and monuments give design authenticity, uniqueness, and enhance its aesthetic and expressive value,' she said.