Expo 2020 Dubai | Saudi Fashion Show
A celebration of the Kingdom’s fashion designers highlighting three homegrown labels
Across Expo 2020 Dubai, we were appointed as the lead creative programming and content partner and master calendarization partner for all Kingdom-related activities across the six-month mega-event. As part of our remit, we developed a fashion show on-site to celebrate the Kingdom’s designers, hosting three homegrown labels, ArAm, Tima Abid, and Abadia, who presented their collections to a packed audience.
Each brand showcased 10 pieces from their recent collections – ArAm, founded by Riyadh-based fashion designer Arwa Al-Ammari, kicked off the show presenting traditional designs with a modest twist, inspired by the Kingdom’s heritage. Next in line was Dubai-based Saudi label Abadia whose collection championed traditional crafts, such as sadu and naqda. Abid, who founded her eponymous womenswear label 18 years ago, closed the show with a collection inspired by several elements existing within the Kingdom’s natural landscape.
The show was well attended by fashion industry representatives, influencers and over 1,000 members of the public. The event was widely covered in the fashion media and on designers’ social media channels, and the highlight video was viewed over 2,000 times.