Johan Lindeberg and Princess Noura bint Faisal launch Jay3lle fashion label from Riyadh
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Riyadh, February 27, 2026 (Saudi Arabia Breaking News) – Swedish creative director Johan Lindeberg has permanently relocated to Riyadh to build Jay3lle, a new fashion label launched with Princess Noura bint Faisal Al Saud, who serves as chief executive officer, and his daughter Blue Lindeberg, a cofounder.
The label will unveil its first collection with a pop-up at Riyadh Park this week. The pieces include tracksuits, lightweight layers, sculptural shapes, leather and bomber jackets, graphic headscarves and a debut pair of sunglasses.
“To connect the new generation beyond borders is something my daughter Blue and I always talk about,” Lindeberg told WWD.
Princess Noura told WWD the campaign was shot in the Saudi desert by Omani photographer Chndy and styled by French-Egyptian stylist Omaina Salem, with Algerian model Hayett fronting the images, adding the all-Arab creative team was a deliberate choice.
“It was important that the campaign really reflected that we’re Saudi, but we’re also global, and we love the Arab world,” she said.
Jay3lle is backed by Golf Saudi and blends golf, resort and fashion codes. The brand plans to scale internationally through owned retail, branded real estate and a resort concept, and will operate seasonlessly through drops, with collaborations and ambassador partnerships in development.
The roadmap includes the Riyadh Park pop-up alongside direct-to-consumer e-commerce, a first flagship in Riyadh by early 2027, and a Jay3lle-designed resort project in partnership with Golf Saudi beginning in 2028, with Asia identified as a priority expansion market.
