LONDON — Five ready-to-wear labels — Noble & Fresh, Nora Al Shaikh, Mona Alshebil, ArAm by Arwa Alammari and Samar Nasraldink — and jewelry brand Apoa from Saudi Arabia are set to make their London debut with a pop-up at Selfridges‘ flagship on Oxford Street on Sunday.
Running till Aug. 3, the retail initiative is supported by the Fashion Commission and the Cultural Development Fund.
The pop-up, situated on the second floor of Selfridges, is inspired by the province of Al-Jouf’s lavender-filled natural landscapes and is aimed at accentuating each designer’s unique interpretation of Saudi identity, blending tradition with global appeal.
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A cocktail reception is set to take place next Tuesday at Selfridges to inaugurate the pop-up, which can not only help increase international awareness of Saudi fashion talent, but also strengthen the nation’s position as a rising capital of style and fashion.
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Taking local brands to global destinations like London falls under Saudi Vision 2030’s goals of cultural advancement and international engagement.
According to the Saudi Fashion Commission’s “State of the Fashion Sector 2024” report, the Saudi fashion industry, valued at $30 billion in 2023, is expected to reach $42 billion by 2028, with fashion contributing 2.5 percent to the kingdom’s GDP.
The rise of local designers in Saudi Arabia has seen a significant surge, supported by initiatives from the Fashion Commission like the Saudi 100 brands program, which for the last few years has given Saudi designers access to mentorship, investment, and both domestic and global visibility.