RIYADH: As Saudi Arabia celebrates its 95th National Day, a vibrant thread of cultural heritage is weaving its way onto the global fashion stage.
Traditional Saudi crafts — the geometric boldness of Sadu weaving, joyful spontaneity of the Al-Qatt Al-Asiri decorative style, and meticulous precision of Najdi embroidery — are being reinterpreted by designers, capturing international attention through prestigious European showcases.
This creative renaissance aligns with Saudi Arabia’s designation of 2025 as the Year of Handicrafts, and Vision 2030’s mission to transform heritage into a globally-recognized style.
Arwa Al-Ammari, fashion consultant, Arab Fashion Council ambassador, and public speaker, was named by the BBC as one of “the most creative minds on the planet” for putting “Saudi elegance on the fashion map.”
Forbes listed her among its Top 30 (2022) and Top 50 (2023) Women Behind Middle Eastern Brands. Her consultancy portfolio includes the Saudi Cup, the world’s most valuable horse race.
Reflecting on her brand ArAm’s origins, she told Arab News: “I launched ArAm to create pieces that carry couture’s artistry but function in daily life. In Saudi culture, craftsmanship has always been integral.”
On Saudi’s design evolution, Al-Ammari said: “When I first launched ArAm, many Saudi designers were still in the early stages of exploring how to express their identity. Heritage was often treated as something to either preserve traditionally or reference subtly.”
Today, she credits Vision 2030 for making culture “a foundation for shaping our future.”
Her work has been displayed in the window of Selfridges — featuring Najdi embroidery against a traditional door and desert lavender.
She said that “translating intangible heritage into visual form is delicate yet inspiring. I wanted to capture Saudi culture’s warmth and storytelling traditions — not just motifs.”
On blending Al-Qatt Al-Asiri’s spontaneity with couture, Al-Ammari said “What I find fascinating is its raw spontaneity … I reinterpret it through couture’s refined lens.”
Her designs have become “powerful soft power to tell our stories.”
As an ambassador, she added that “fashion has opened a new window reflecting creativity and cultural pride … it connects Saudi designers with the world.”
And for the 95th National Day, she told Arab News: “Authenticity, hospitality, family, community and resilience. These values show how creativity rooted in tradition can boldly inspire the future.”
When Moe Khoja launched Hindamme in 2016, he sought to “create a dialogue between our heritage and the contemporary world,” he told Arab News.
“Saudi Arabia has stories waiting to be told through fashion — rooted in culture but speaking to global audiences.”
His collections distill the geometry of traditional Sadu weaving into minimalist silhouettes.
Explaining his philosophy, Khoja told Arab News: “Hindamme translates to ‘well put together,’ reflecting balance and elegance.
“Tradition shouldn’t be imposed as a weight, but flow naturally into contemporary forms.”
Technical innovation drives his process and translating desert tent patterns into fluid garments requires “rethinking everything.”
Khoja said: “They never realized Saudi motifs could feel so contemporary. When you treat heritage with respect and innovation, it becomes universally compelling.”
The success of Saudi designers has been seen in European showcases: Al-Ammari’s Selfridges exhibition and Paris’ Premiere Vision featuring Sadu-inspired textiles.
Moreover, the Kingdom is working to support homegrown designers with various schools and programs.
The Saudi Fashion Commission partnered with Italian fashion school Istituto Marangoni to establish a Riyadh campus in August at the King Abdullah Financial District’s creative hub. The institution will offer three-year diplomas in fashion design, business and fragrance development.
