Saudi designer Tima Abid has come a long way since the days when fashion shows were taboo and tourism, apart from religious pilgrimages, was almost nonexistent in the Gulf kingdom. Abid’s latest couture collection debuted at Saudi Arabia’s first Red Sea Fashion Week, held at the luxurious St Regis Red Sea Resort. Models showcased her flowing resort wear on an overwater boardwalk, setting a new milestone for both Saudi fashion and its nascent tourism sector.
Abid’s collection, featuring white and beige fabrics with occasional midriff reveals, marked a significant departure from the conservative dress codes of the past. The show on Thursday, which included a sunset backdrop, highlighted the country’s evolving approach to fashion and creativity. “The borders and restrictions that used to exist have been abolished, and this has given us an opportunity to show our creativity in a more beautiful way,” Abid told AFP.
The Red Sea Fashion Week, aimed at promoting Saudi fashion and tourism, attracted designers, fashion journalists, and celebrities like Lojain Omran from the Netflix show “Dubai Bling.” Omran emphasized that Saudi Arabia is serious about competing with global fashion capitals, stating, “If you want to reach a global audience in fashion, you have to reach all types of people — the conservatives, and those who are the opposite.”
The event’s unique location on Ummahat Alshaikh island, accessible only by chartered boat or seaplane, is part of Red Sea Global, a giga-project central to Saudi Arabia’s Vision 2030 reform program overseen by Crown Prince Mohammed bin Salman. Despite doubts about the feasibility of other giga-projects like NEOM, officials emphasize their progress, having opened two resorts last year and planning to launch 14 more hotels by the end of next year.
Red Sea Fashion Week also aimed to spotlight Saudi Arabia’s diverse landscapes and tourism potential. Since launching a general tourism visa in 2019, the kingdom has showcased its varied geography, including mountains and upcoming beach resorts. “We are trying something very new,” said Burak Cakmak, CEO of the Saudi Fashion Commission. “I would love everybody not (only) to explore Saudi designs, but also explore Saudi as a destination.”
Saudi designer Alanoud Badr of Lady Fozaza compared the experience favorably to the Maldives, highlighting the unexpected luxury and beauty of the Red Sea resort. “It’s just something you would never expect, and honestly all I can say is, Maldives what?” Badr remarked.
Despite regional conflicts and ongoing criticism of Saudi Arabia’s human rights record, the event demonstrated the kingdom’s commitment to transforming its image and boosting its tourism sector. Model Beatris Resende, reflecting on her experience, urged people to move beyond stereotypes and explore the unique aspects of different countries. “I really want people to stop looking at countries as the stereotype and actually get to know the places,” she said.
Saudi Arabia’s Red Sea Fashion Week signifies a bold step towards integrating global fashion trends with local creativity, all while positioning the kingdom as a premier destination for luxury tourism.
