Paris shimmered a bit brighter this season as Paris Fashion Week welcomed a fresh wave of talent from Saudi Arabia. The Saudi 100 Brands (Instagram) initiative, a champion for the Kingdom’s burgeoning fashion scene, presented a dynamic showcase of 11 menswear designers at the iconic Palais de Tokyo.
The atmosphere crackled with energy, abuzz with the sounds of DJ duo DishDash and visuals by artist Rex Chouk, all complementing the vibrant collections on display. Each designer brought their unique vision to life in a series of mini-shows, a testament to the exciting diversity brewing in Saudi fashion.
“Our men’s collections bring a fresh perspective,” said Burak Cakmak, CEO of the Saudi Fashion Commission. “They combine luxurious comfort with forward-thinking designs, reflecting the unique DNA of each brand. This event represents the voice of the young Saudi generation, eager to connect with international youth through innovative and expressive fashion.” This sentiment was echoed throughout the presentations. 1886’s innovative tailoring offered a masterclass in craftsmanship, while Awaken’s streetwear transcended trends with its powerful messaging, aiming to ignite a global movement.
The influence of Saudi heritage was also a strong undercurrent. House of Cenmar offered a captivating fusion of tradition and avant-garde, where intricate embroidery danced with bold silhouettes. Noble & Fresh drew inspiration from architectural symbols and regional elements, weaving a narrative of cultural pride into their contemporary collections. KML explored a research-based design approach, offering a thoughtful perspective on modern masculinity through their contemporary menswear.
The celebration continued beyond the runway. A dedicated PR and sales showroom at Hotel Mona Bismarck allowed industry insiders to delve deeper into the collections. Here, key silhouettes and video installations offered a glimpse into the creative minds of these rising stars. A celebratory cocktail soiree and a collaborative event with GQ France solidified the global reach of this initiative.
The presence of esteemed figures like Laura Larbalestier (Fashion Director at Harvey Nichols UK) and Joseph Tang (Fashion Director at Holt Renfrew) underscored the significant interest generated by the Saudi 100 Brands showcase. With media buzzing and buyers engaged, the future looks bright for these talented designers.
This Parisian adventure marks a turning point for Saudi menswear. The Saudi 100 Brands initiative is not just launching careers; it’s fostering a cultural exchange and redefining the boundaries of contemporary fashion. Standouts like Uscita, Saudi Arabia’s first gender-fluid fashion brand, challenged traditional notions of masculinity, while Noura Sulaiman’s focus on luxury materials and traditional techniques breathed new life into age-old craft. The message is clear: Saudi fashion is here to stay, offering a unique perspective that blends rich heritage with a progressive spirit.
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