RIYADH: Global fashion powerhouse Shein made a bold statement in Riyadh on Nov. 2, unveiling its latest Fall/Winter 2024 collections to an audience of eager fashion enthusiasts. Themed “Pearls to Radiant Glow, A Journey Through Arab Splendor,” the event merged tradition with trend, offering a fresh take on fashion that speaks to Saudi Arabia’s youth.
The immersive show showcased three collections — Dune Silhouette, Sunset Glow, and Ocean Garden — each reflecting a unique aspect of Saudi culture and landscape. With Riyadh’s style-conscious crowd in attendance, the collections represented the spirit of Saudi youth by drawing on elements of the natural world, from deserts to sunsets to marine life. Every piece seemed to embody the duality of Saudi identity, balancing heritage with a modern, forward-looking aesthetic.
The Dune Silhouette collection set the stage with designs inspired by the dynamic patterns of sand dunes. Embracing khaki hues and earthy tones, the collection used asymmetric tailoring and layered skirts to evoke the fluidity of desert landscapes. The pieces offered a fashionable twist on classic workwear, making a strong impression on attendees who value style that is both sophisticated and wearable.
Meanwhile, Sunset Glow captivated audiences with its warm color gradients that transition from deep orange to soft purples. Flowing silhouettes and delicate detailing, like chiffon accents and tassels, added a touch of romance to the collection. The designs captured the drama and beauty of a Saudi sunset, appealing to those drawn to a softer, more ethereal look.
Bringing a vibrant contrast to the event, Ocean Garden turned to the sea for inspiration, featuring youthful colors, floral prints, and whimsical embellishments like pearls and diamond accents. The collection’s playful spirit shone through with lotus leaf pleats and unique patterns, making it a standout for fashion fans seeking fresh, lively pieces.
Adding a layer of excitement, Shein welcomed more than 30 prominent fashion influencers to the event, including popular figures like Noha Nabil, Almaha, and Fouz, whose attendance highlighted the show’s influence on the region’s style scene. Their presence not only underscored the cultural relevance of the collections but also drew attention to the unique blend of Saudi heritage with Shein’s modern, accessible fashion philosophy. In addition to influencers, several dedicated fans of the brand were invited via social media giveaways and in-app registrations, creating a direct connection between Shein and its loyal customer base.
Another highlight of the evening was the attendance of Bayan Yasien, a celebrated Saudi artist who recently collaborated with Shein on a “Back to School” collection. This partnership, launched in September, was inspired by Saudi culture and reflects Shein’s commitment to celebrating regional artistry. Yasien’s involvement reinforced Shein’s dedication to honoring local creativity while fostering relationships within the Saudi artistic community.
With these new collections, Shein continues to expand its presence in Saudi Arabia by catering specifically to the tastes and interests of Saudi consumers. The event marked another step in Shein’s strategy to create meaningful engagement with its customer base, blending global fashion trends with elements of local culture. Fashion fans can explore the collections exclusively on the Shein website and app, while enjoying exclusive promotions.
For those who wish to experience the collection firsthand, Shein will host a pop-up showroom at Boulevard Riyadh starting on Nov. 15, offering a chance to view iconic pieces up close.
Shein’s Fall/Winter 2024 show in Riyadh underscored the brand’s growing influence in the Middle East, presenting a fusion of Arab splendor and contemporary style. As the collections hit the market, Shein’s approach to capturing local identity through global fashion reflects a broader trend within the industry, making the brand a prominent player in the Saudi fashion landscape.
