Atelier Hekayat And Aram Designs In A Stunning Presentation With BFC

24 Sept

Arab designers are increasingly making their mark on the global fashion stage, and this season at London Fashion Week was no exception. On September 19, two Saudi-based design houses made their UK debut, marking a significant moment for Middle Eastern fashion.

This showcase is part of AlUla Creates, a collaboration between the British Fashion Council and Film AlUla, designed to spotlight female creatives from Saudi Arabia. The initiative pairs them with top industry figures, providing a platform for their work on an international scale.

Among the selected labels was Atelier Hekayat, founded in 2012 by sisters Alia and Abeer Oriaf. Known for their women’s outerwear, the brand draws inspiration from their Saudi heritage, incorporating elements like the bougainvillea flower and Jeddah’s coastal landscapes into their designs. The sisters brought their latest collection, Spring 2024, to London—a tribute to Saudi women. “We dedicate this collection to Saudi women, and we want to represent Saudi Arabia in the best way possible,” Alia Oriaf shared with Arab News.

Alongside Atelier Hekayat, ArAm Designs by Arwa AlAmmari presented a collection influenced by the intricate beauty of Spain’s Alhambra Palace. AlAmmari, with a background in fine art, translated the palace’s architecture and floral motifs into luxurious abayas, loungewear, and evening gowns. Her designs have already garnered international attention, with one of her pieces recently worn by actress Eva Herzigova at the Oscars after-party.

This appearance by Saudi designers in London is part of a broader movement. Initiatives like the Saudi 100 Brands program, which offers mentorship and global opportunities, have helped propel emerging talents onto the world stage. Earlier this year, Saudi designers participated in Paris Haute Couture Fashion Week, and are now gearing up for Milan Fashion Week.

With each new milestone, Saudi Arabia’s fashion scene continues to gain momentum, establishing itself as a significant force in the global fashion industry.