Saudi Ministry to launch fashion promotion’s third phase

The exhibit is intended to explore the ways in which Muslim women embrace and express style. (AFP)
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Updated 08 March 2021
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Saudi Ministry to launch fashion promotion’s third phase

  • The ministry aims to attract and encourage talent in the emerging Saudi fashion industry to promote local brands on the local and international levels

RIYADH: The third phase of the Saudi Ministry of Culture’s fashion incubation program will kick off on April 11 in an effort to promote the fashion sector and cultural entrepreneurship in the Kingdom.

Startups wishing to participate in the third phase can register on  https://engage.moc.gov.sa/fashion_bootcamp between March 7 and 15.

For five months, the selected startups will work together with the help and support of experts and specialists to develop their ideas and projects, and qualify them to compete in the market.

The ministry aims to attract and encourage talent in the emerging Saudi fashion industry to promote local brands on the local and international levels. It also seeks to establish an integrated and comprehensive fashion system that relies on exchanging expertise among specialists, young entrepreneurs and startups.

The fashion incubation program is divided into three phases: Fashion Hackathon, Fashion Bootcamp, and Incubator, providing participants with an intensive training and fashion-related concepts.


Amira Al-Zuhair stars in Ramadan campaign for Loro Piana

Updated 04 February 2026
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Amira Al-Zuhair stars in Ramadan campaign for Loro Piana

  • Saudi French model wears a long olive-green dress
  • Begun the year with many high-profile appearances

DUBAI: Saudi French model Amira Al-Zuhair this week fronted a Ramadan campaign for Italian luxury brand Loro Piana.

In images shared on the brand’s Instagram page, Al-Zuhair wears a floor-length olive-green dress featuring a V-neckline, defined waist seam, and fluid cape-style sleeves falling from the shoulders.

According to the brand’s caption, the Ramadan capsule highlights “intricate detailing and the beauty of simplicity,” presenting a wardrobe of comfortable silhouettes.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Loro Piana (@loropiana)

Shot in the warm, diffused light of a pottery artist’s studio, the campaign centers on elongated shapes, clean lines, and a muted palette of sage and sand tones.

Al-Zuhair has begun the year with a series of high-profile appearances. In addition to the Loro Piana campaign, she walked the runway at Jacquemus’ Fall/Winter 2026 “Le Palmier” show in Paris last month.

The event, staged at the Musee National Picasso, brought Simon Porte Jacquemus’ latest co-ed collection to life with playful yet sculptural silhouettes, blending mid-century couture references and 1990s sensibilities.

“Merci infiniment Simon. It was an honor to be part of this iconic show with such an amazing team, congratulations! Thank you for having me,” posted Al-Zuhair.

The model closed a segment of the show in an ensemble that captured the collection’s nod to both elegant simplicity and bold form.

She wore a black midi skirt with a structured blazer top with cutout detail at the back, cinched at the waist with a wide belt. The look was completed with a wide-brimmed hat that added a touch of drama.

The Jacquemus presentation, which also acted as the finale of Paris Men’s Fashion Week, wove together confetti-like motifs, geometric forms and a celebration of joie de vivre, encapsulating Jacquemus’ irreverent yet refined vision ahead of the upcoming couture season.

Al-Zuhair, born in Paris to a French mother and Saudi father, has appeared on the runway for renowned fashion houses.

She has walked for Missoni, Maison Alaia, Brunello Cucinelli, Balmain, Dolce & Gabbana, Giambattista Valli, Giorgio Armani, Elie Saab and more.

In addition to her runway appearances, Al-Zuhair has featured in campaigns for brands including Prada, Chanel and Carolina Herrera.