An initiative showcasing the creations of elite Saudi brands has been launched at Selfridges in London through a strategic partnership between the Saudi Fashion Commission, the Cultural Development Fund (CDF), and Selfridges, reported the Saudi Press Agency on Wednesday.
This milestone reflects the growing momentum of the Kingdom's fashion sector and the evolving talent of its designers and entrepreneurs, driven by strong domestic demand, strategic investments, and institutional support from leading national entities shaping the cultural economy.
For two months, the works of participants in the Saudi 100 Brands program and beneficiaries of the Cultural Development Fund will be showcased. Selected by Selfridges based on specific criteria, each designer blends contemporary Saudi aesthetics with innovative design. The collections are featured in an immersive shopping experience at one of the world's most iconic luxury stores, coinciding with the peak summer season.
Cultural events will also be held during the brands' presence to celebrate the Kingdom's "Year of Handicrafts." These events will highlight the Kingdom's deep-rooted heritage, which is an inexhaustible source of inspiration that continues to shape the creative expressions of contemporary local designers, whose creations resonate on the global stage.
CEO of the Cultural Development Fund Majed Al-Hogail stated that this significant milestone embodies the growing momentum of the Kingdom's fashion sector.
"Local talents and entrepreneurs are not only emerging, but are also redefining the Kingdom's creative identity through designs and brands that are deeply rooted in Saudi culture, yet expressed with a contemporary global vision," he added.
Al-Hogail noted that, backed by domestic demand, strategic investment, and unified national support, "the fashion sector has become a vital pillar of our cultural economy. It reflects our commitment to fostering sustainable opportunities and establishing the Kingdom's position as a leading force in the global cultural landscape, in line with the aspirations of Saudi Vision 2030."
CEO of the Saudi Fashion Commission Burak Cakmak said: "This is more than just a retail opportunity; it is a declaration that Saudi fashion is entering a new era, from Riyadh to London."
"Through the Saudi 100 Brands program, we support designers in honing their craft and creating real pathways for global reach and business growth," he stressed.
The list of participating brands represents the innovation and diversity of the Saudi fashion industry.
