Saudi fashion has moved well past the point of needing an introduction. Ashi Studio has real international visibility through Bella Hadid and Zendaya, Riyadh Fashion Week has expanded to three editions with designers like Vivienne Westwood and Stella McCartney on its calendar, and the Saudi Fashion Commission's Saudi 100 Brands program has been actively placing local labels in Paris and Milan showrooms. The bigger story now is what that infrastructure has made room for underneath it.
On the luxury end, SADF works in Italian cashmere and wool for resort and office wear built to outlast a season. KML, founded in 2022 by siblings Ahmed and Razan Hassan, has built a reputation on disciplined tailoring, wrap constructions and elongated proportions rather than logo-forward design.
Streetwear is where a lot of the newer energy sits. TheCodedMail works in oversized graphic tees and bold accessories with an irreverent streak; 1886, founded by Fahad Aljomiah and Khalid Aljammaz, was recently featured at Selfridges Oxford Street as part of the “Saudi: Sky's the Limit” showcase running through September 5. Torba Studio leans graffiti-influenced and dark-humored while staying deliberately small-batch, Placard works out of Jeddah blending streetwear with heritage motifs, and Not Boring, launched by Yazeed Abahussein back in 2017, has built a following on graphic tees and sports-adjacent pieces, with its own exclusive pop-up at Selfridges.
