Inside the Saudi 100 Brands showcase in Paris

Arab News

04-07-2025

PARIS: During Paris Men's Fashion Week last month, the Saudi 100 Brands showcase by Tranoï took over the fifth floor of the LVMH-owned La Samaritaine department store in the French capital. Eleven Saudi designers showcased their creativity in an initiative from the Saudi Fashion Commission.
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The top floor of the iconic address, with its historic peacock-mosaic frieze, Gustav Eiffel wrought-ironwork, and spectacular glass ceiling provided the perfect setting for the originality and exuberance of the young designers presenting their craftsmanship and heritage.
Burak Cakmak, CEO of the Fashion Commission of Saudi Arabia, said: 'Saudi Arabia is a fantastic hub of talent and expertise. This showroom at La Samaritaine represents a major opportunity for Saudi designers to showcase their collections during Paris Fashion Week. It is also a powerful way to strengthen ties between the Saudi Fashion Commission and international fashion players, including Tranoï.'
Here, we run down the 11 brands on show.
1886
Launched in 2016, 1886 was Saudi's first premium streetwear brand. Renowned for its quality denim, the brand launched T-shirts this year featuring Jeddah, Al Ula and Abha to celebrate its Saudi heritage. Co-founder Fahad Aljomiah has a 'Designed in KSA' sign on his office wall as a daily inspiration for his team. 'We have the talent, knowledge, taste and willingness to work hard to set the industry standard, to put KSA definitely on the international fashion map,' he told Arab News.
REBIRTH
Tala Abukhaled launched her eco-friendly luxury resortwear label three years ago, to breathe new life into Saudi artistic craftsmanship and cultural traditions. 'My clients tend to be people who love to travel, they're adventurous, free-spirited and eco-conscious,' she said. One of Abukhaled's recurring motifs is the integration of raffia made from palm fronds, and woven into macramé detailing. Her palette for her latest collection — Resort 25 — is neutral sand, with hot pink, tangerine orange and olive green.
AWAKEN
'Our slogan is 'Open your eyes.' We want to encourage people to wake up to their life, not to live in a virtual world,' said Khalid Almasoud, founder of the Riyadh-based streetwear brand. The brand's logo is jaquard woven or serigraphed onto many of their pieces.
WAAD ALOQAILI COUTURE
Each intricate creation of this label — founded in 2019 by sisters Waad and Ahlam Aloqaili — is strongly rooted in Saudi tradition, crafted with emotional elegance and cultural depth, with the goal of empowering women. Aloqaili's hand-beaded teal and emerald mermaid gown with short train stole the show.
ELEVEN
Fusing innovation with comfort, the collection from this Riyadh-based label — bold, distinctive and contemporary —was entirely produced in Saudi, reflecting a strong local identity ready to be exported to the wider world.
HAJRUSS
Hajruss is a contemporary streetwear label fusing innovation and craftsmanship in its creations. The brand combines modernity and tradition, with particular attention to detail and high-end materials. 'Each collection is a dialogue between heritage and innovation — where clothing becomes a medium for storytelling,' the catalogue for the showcase stated.
MIRAI
Mirai means 'future' in Japanese. The label fuses Saudi culture, style and energy with Japanese minimalism and attention to detail. 'We chose the name Mirai because we believe that timelessness is the future,' said co-founder Abdulrahman Tarabeh. 'We don't follow trends, we don't follow any fashion calendar; whatever we enjoy making, we make. With Omar (Shabra, his co-founder), we want to create a community where people can tell their personal stories through their clothes.' Tarabeh pointed out a white jacket with tiny brown dots, 'This is one of our signature designs. We sourced the fabric from Tuscany, Italy, and it's coffee-washed,' he said. 'The buttons are engraved with Sakura, Japanese cherry blossom.'
RAZAN ALAZZOUNI
With a background in sculpture and fine arts from Tufts University, Razan Alazzouni is known for 'blending art, femininity, and craftsmanship' in her designs, which are 'sculptural, delicate, and timeless' and 'celebrate soft glamour and Saudi heritage through refined, handcrafted pieces made in her Riyadh atelier,' according to the catalogue.
RBA
Founded in 2017 in New York City, this 'cross-cultural Saudi fashion brand' merges bold design, premium quality, and urban aesthetics to create unique streetwear pieces. 'Each design is more than clothing — it's a story woven with symbolism, culture, and modern elegance,' the catalogue stated. 'RBA creates pieces that celebrate diversity, sustainability, and artistic expression.'
REEM ALKANHAL
This label designs clothing for women who like to express their femininity with simple elegance. The Sword collection, created for the show, 'reflects this vision — merging traditional symbolism with modern sophistication for the confident, contemporary woman,' according to the catalogue.
YASMINA Q
Yasmina Q is a comtemporary womenwear label that seeks to create positive change through working mindfully with local communities, with a focus on knitwear. 'We're very focused on sustainably. I'm based in Saudi, we source our yarn from Italy and produce in London. Each piece we produce has zero waste,' said founder Yasmina Qanzal.