London Fashion Week Presentation
Adding Saudi flair to the London Fashion Week calendar. On September 19th 2023, Our Fashion Programme Designers made their LFW debut, presenting their collections for the first time in the fashion capital.
The official on-schedule presentation formed part of our long-term partnership with the British Fashion Council. Held at prestigious members club, The Twenty Two was attended by international press, buyers, Saudi royalty and AlUla Creates Ambassadors, Helena Christensen and Mila al Zahrani.
Arwa Al Ammari unveiled a collection inspired by the architecture of Spain’s Alhambra Palace and its gardens. Whilst design duo Atelier Hekayat, founded by sisters Alia and Abeer Oriaf presented a collection which is an ode to women, referencing life in the region, as well as pieces inspired by the bougainvillaea flower and Saudi landscapes.
Conceived to provide a platform for female creatives in the kingdom to collaborate with leading industry professionals and amplify their work on a global scale. The showcase was the result of a 3-month period of mentoring, where our Saudi designers were shown how British designers approach the domestic market in terms of relations with press, wholesale and direct-to-consumer buyers, and private couture clients.
“We co-created this fabulous programme as a way of celebrating and mentoring female-founded businesses within the creative industries… What has resonated with us is how strong, independent and proud the designers are of their country and culture. As well as their desire to tell their narrative, and promote the opportunities they’ve had within Saudi Arabia. Being at London Fashion Week is a great opportunity to introduce these designers to our market and our fashion week. This event is really the first time for them to get a response to what resonates here and whether to focus on wholesale or private clients.”
Caroline Rush, Chief Executive of the BFC
“The stunning gardens, the Islamic floral motifs, carved wood and the stucco work of Spain’s Alhambra Palace and its gardens — I was inspired to create a collection to reflect this and tell the story of the beautiful golden era of Islam,”
Arwa Al Ammari - ArAm Designs
“We dedicate this collection to Saudi women; we want to represent Saudi Arabia in London in the best way possible.”
Alia Oraif - Atelier Hekayat