Saudi Arabia is making a significant foray into the global culture scene, as a Saudi designer made his debut at Paris Fashion Week. Mohammed Ashi, who left the kingdom three decades ago, described his participation in the prestigious event as the pinnacle of his career. The timing is significant as Saudi Arabia prepares to host its own fashion week in October and anticipates the creation of retail opportunities worth $32 billion annually due to new freedoms in the country. This move is part of a larger strategy by Crown Prince Mohammed Bin Salman to diversify the country’s economy and promote social change.
While some critics argue that these developments are merely a façade to divert attention from human rights violations, the changes have been more far-reaching than expected. For designers like Yousef Akbar, the growing opportunities in the fashion industry are unprecedented. Akbar, who originally started his fashion label in Australia, never imagined that he would one day operate his business in Saudi Arabia. The country’s elite have already demonstrated a penchant for luxury brands, but the Saudi Fashion Commission believes that the relaxation of public dress codes and the growth of the private sector will significantly boost retail sales.
To foster a thriving local fashion industry, the Saudi government has launched the Saudi 100 brands program to support and nurture local designers. The CEO of the Saudi Fashion Commission, Burak Cakmak, believes that the country’s fashion industry has the potential to flourish, despite its relative isolation in the past. While the global fashion industry has been heavily influenced by queer culture, the LGBTQ community faces severe repression in Saudi Arabia, where same-sex relations are criminalized. However, the Saudi authorities have chosen to turn a blind eye to the influence of gay couturiers and designers, as long as they remain loyal to the ruler and their families approve.
With minimal opposition to Prince Mohammed’s rule and the waning influence of clerics, there are no significant obstacles to the ongoing reform efforts in the kingdom. These reforms are part of a meticulously planned long-term strategy to transform Saudi society. While the majority of Saudi people tend not to be revolutionary, the reforms present numerous opportunities, particularly for women. Many individuals in the industry are genuinely inspired by witnessing the seemingly impossible become reality in their own businesses.
In conclusion, Saudi Arabia’s entry into the global fashion scene represents a broader shift towards economic diversification and social change in the country. By hosting events like Paris Fashion Week and creating retail opportunities for local designers, Saudi Arabia aims to establish a thriving fashion industry. While concerns about human rights and LGBTQ rights persist, the authorities have chosen to prioritize economic development and embrace the potential of fashion as a means of projecting a progressive image.
