Saudi Designers Showcase Global Ambition at Selfridges Pop-Up in London

The Saudi fashion pop-up in Selfridges. Courtesy

London, June 6 (Saudi Arabia Breaking News) —Six Saudi fashion brands debuted a joint summer pop-up at Selfridges this week, as part of an initiative to promote modern Saudi design and expand the Kingdom’s cultural footprint on the global stage.

The curated selection — featuring five ready-to-wear labels (Noble & Fresh, Nora Al Shaikh, Mona Alshebil, ArAm by Arwa Alammari, and Samar Nasraldeen) and jewelry brand Apoa — will be on display at Selfridges’ second-floor atrium through August 3.

“This is a proud moment for us, to be in such an iconic place as Selfridges and engage an international audience,” said Burak Cakmak, CEO of the Saudi Fashion Commission. “These brands have very different creative identities, but what connects them is that they are all elevated, elegant, and sophisticated.”

The initiative marks another milestone in Saudi Arabia’s cultural development strategy under Vision 2030. It follows successful showcases in Paris and is supported by the Fashion Commission and the Cultural Development Fund.

London remains a key summer destination for Gulf consumers, many of whom frequent Selfridges — which is partially owned by Saudi Arabia’s Public Investment Fund (PIF).

For designer Mona Alshebil, whose eponymous label offers minimalist styles, the Selfridges pop-up is a significant achievement. “Seeing my brand here is a milestone,” she said. “It’s a lot easier for Gulf clients to find me here — some pieces are sold out on our website, but they can purchase them in-store now.”

Designer Arwa Alammari, founder of ArAm, whose work is inspired by Saudi wildlife and heritage, emphasized the growing international appetite for Saudi design. “We aim to reflect the country’s ongoing developments through fashion,” she said, noting plans to work with Harvey Nichols in Kuwait and showcase again at Riyadh Fashion Week.

Saudi designer Naif Alhaif of Noble & Fresh, who returned to Riyadh from Toronto in 2018 to relaunch his brand, said the timing aligns with the Kingdom’s transformation. “Vision 2030 has created an inspired place to build a fashion business,” Alhaif said. His latest collection incorporates Saudi heritage motifs — including garments referencing desert dunes and the traditional izaar.

“Selfridges opens the gate to the international market,” Alhaif added. “We’re now in contact with fabric mills in Italy and manufacturers in Portugal to scale production.”

Majed bin Abdulmohsen Al Hugail, CEO of the Cultural Development Fund, said the pop-up reflects the sector’s momentum. According to the Saudi Fashion Commission’s State of the Fashion Sector 2024 report, the Saudi fashion industry was valued at $30 billion in 2023 and is projected to grow to $42 billion by 2028, contributing 2.5% to national GDP.

“Fashion is becoming a vibrant pillar of our cultural economy,” Al Hugail said. “It reflects our commitment to fostering sustainable opportunities and positioning Saudi Arabia as a global cultural force in line with Vision 2030.”