DUBAI: The Saudi Fashion Commission’s Saudi 100 Brands program is part of the Saudi Cup 2026, held from Feb. 13-14 at King Abdulaziz Racecourse in Riyadh. 

The event marks the fourth year in a row that the initiative has featured at the internationally recognized sporting and cultural event.

The fashion program is spread over two days, with runway presentations scheduled throughout the evenings. On Feb. 13, collections were presented by Saudi fashion brands THEXO, Enays and Sulitude. Feb. 14 features runway shows by MD29, Adara By Fa and Hajruss. 

Alongside the runway program, a dedicated exhibition space showcases selected jewelry and accessories pieces, allowing visitors to view the work up close.

Participating designers will present collections that draw on Saudi references while engaging with contemporary design, offering insight into how local fashion continues to develop. 

“Since 2022, the Saudi 100 Brands program has been an integral part of the Saudi Cup, positioning fashion as a cultural expression within one of the Kingdom’s most globally visible events,” said Saudi Fashion Commission Chief Executive Burak Cakmak, according to the Saudi Press Agency.

“This platform has enabled brands to bring together heritage and contemporary narratives that reflect identity, creativity and innovation,” Cakmak said. “This year represents a natural evolution from an exhibition to a curated showcase, reinforcing fashion’s role as a dynamic cultural platform within the Saudi Cup.”