Fashion Programme

AlUla CreatesFashion2023

The AlUla Creates Fashion Programme kicked off in 2023 with a partnership with the British Fashion Council (BFC), with an aim to showcase the best emerging female designers from Saudi Arabia and provide them with the opportunity to receive global recognition for their talent, with work that has been inspired by the AlUla region.

To launch the project, three Saudi designers, Alia and Abeer Olaif of Atelier Hekayat, and Arwa Al Ammari of ArAm, joined our programme partners, The British Fashion Council and Eco-Age, alongside Ambassadors, Helena Christensen, Eva Herzigova and Mila al Zahrani in visiting AlUla. A trip which allowed all parties to immerse themselves in the incredible landscapes and culture of the region.


alia and abeer of atelier hekayat
Atelier Hekayat

Launched in 2012 by fashion designers and sisters Alia and Abeer Oraif, Atelier Hekayat aims to introduce a new meaning to outerwear that matches the current rhythm of its creators.

“We are so happy and proud to be part of the AlUla Creates initiative. At Atelier Hekayat, we believe in art and stories that come from a combination of identities, moods and cultural settings. Being part of this programme, and designing a dress for Helena Christensen has been a beautiful expression on this vision,"
Alia Oraif – Atelier Hekayat

arwa of aram designs
ArAm Designs

ArAm Designs is a multi-award-winning Saudi couture brand, founded by Arwa AlAmmar, showcasing avant-garde and feminine elegance blended beautifully with tradition.

“AlUla is a land of extraordinary human and natural heritage. Getting inspired by this magical place to design a dress that tells part of our story, reflecting on heritage and showing it to the world during one of the most prestigious fashion and film events of all time in LA is a milestone in my career,”
Arwa Al-Ammari – ArAm Designs


Up Next2024
mila at the green carpet awards

The Oscar's Green Carpet Awards

The Green Carpet Fashion Awards took place in Hollywood, March 2023, hosted by AlUla Creates Sustainability Partner, Eco Age.

Attending the event in Los Angeles, Fashion Programme Designer, Arwa Al Ammari joined actress and AlUla Creates Ambassador, Mila Al Zahrani, and Film AlUla in celebrating the positive forces in fashion and entertainment, championing interconnected cultural change and the most inspiring efforts that drive it.


The Oscar’s Vanity Fair Party

AlUla Creates Ambassadors, Helena Christensen and Eva Herzigova wore bespoke, sustainable looks as they attended the most prestigious Oscar’s celebration in Los Angeles, the Vanity Fair After-Party.

The bespoke, sustainable dresses created by Designers, Arwa Al-Ammari – ArAm Designs, and Abeer Oraif – Atelier Hekayat, were inspired by the historical tombs, incense roads, desert landscape and midnight skies of AlUla.

Created in collaboration with the British Fashion Council and Eco-Age, the duo worked alongside acclaimed British Designer, Emilia Wickstead, who leant her red-carpet experience and production support to help bring their visions to life.


Cannes Film Festival

Saudi Actress, Mila Al Zahrani took the 76th Cannes Film Festival by storm, wearing an AlUla Creates Design, created by Alia Oraif, Atelier Hekayat as she received honours at the Red Sea International Film Festival and Vanity Fair “Women’s Stories” Gala. The special event held at the famed Hotel du Cap-Eden-Roc in Cap d’Antibes, was a celebration of female talent from the Arab region.

The bespoke, sustainable gown, inspired by the landscapes of AlUla came with a simple scooped neckline and a beautifully sculpted bodice, and skirt which flared out in a subtle mermaid silhouette. The drama, however, came via the ruffled add-on.

Created in collaboration with the British Fashion Council and Eco-Age, Alia worked alongside acclaimed British Designer, Emilia Wickstead, who leant her red-carpet experience and production support to help bring their visions to life.


London Fashion Week Immersion

To kick off our London activation, fully experience the creativity and glamour and engage with the LFW community, The British Fashion Council organised a packed itinerary of events for our Programme Designers.

The 4-day schedule included attendance to the opening breakfast, access to catwalk shows and presentations, exclusive preview tours of iconic fashion exhibitions at Design Museum and the V&A, as well as a VIP screening of ‘The Super Models’ and invites to the capital’s biggest parties and events.


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