Several points:
A connected Fashion Week!
Riyadh Fashion Week collaborates for the first time with Snapchat to showcase pieces by five Saudi designers at the Tasawar exhibition, which uses augmented reality to link the physical and digital realms. The Saudi brands featured are Aram Designs, Atelier Hekayat, Hindamme, Kaf by Kaf and Abadia. The exhibition opened on 21 October and will run until 24 October. By adjusting a filter in a room, the theme is changed, immersing visitors in the worlds of the different designers and their sources of inspiration. Visitors can even try on some of the clothes virtually.
The Aram Designs room resembles an old Saudi house in the Najd region. The bright colours used are an integral part of the designer's attempt to highlight her heritage.
"You can wear my outfits thanks to Snapchat's augmented reality technology, which allows visitors to try on the item before they buy it, making it one of the newest technologies in the fashion industry. This space is inspired by Aram, which borrows much of its theme from Saudi culture, and decorated in the style of the doors and windows of the Najd" - Arwa al-Ammari, owner of Aram Designs, interview for Arab News.
A 100% heritage Fashion Week!
This event is also about brands highlighting Saudi heritage, combining the traditional with the contemporary. For example, the Tima Abid show featured structured silhouettes inspired by the Saudi landscape: deserts, oases and mountains. The volumes, colours and fabrics were all reminiscent of Saudi Arabia. Some of the models wore the batoola, a metal mask traditionally worn by Arab Muslim women.
As for the KAF by KAF brand, the first source of inspiration was Riyadh's farmers' market, Alrabwah. Cherries adorn the dresses, which end in banana peels.
Photo: Tima Abid fashion show, copyrights Arab News / Huda Bashatah.