For the second consecutive year, Saudi fashion took the spotlight at Milan Fashion Week, collaborating with the renowned WHITE Milano to present a series of captivating showcases, immersive showrooms, and engaging activations.
The “State of Fashion in the Kingdom of Saudi Arabia (2023)” report underscores the robust state of Saudi Arabia’s fashion industry, showcasing its remarkable growth potential among large, high-income markets. Projections indicate a staggering 48% surge in retail fashion sales in Saudi Arabia from 2021 to 2025, reaching $32 billion, with an annual growth rate of 13%. This growth is driven by the Kingdom’s strong economic development and a growing population, particularly in the categories of apparel, accessories, footwear, and luxury goods. The luxury fashion sector in the GCC achieved a total value of $9.6 billion in 2021, with Saudi Arabia experiencing a remarkable 19% growth. WHITE Milano, a semi-annual extravaganza within Milan Fashion Week, has consistently attracted fashion enthusiasts since its inception in 2002, unveiling approximately 1,000 collections and hosting over 20,000 visitors during each edition.
The Show:
The collaboration between WHITE Milano and Saudi 100 Brands kicked off Milan Fashion Week with an exclusive gala held at Milan’s historic Palazzo Serbelloni. This extravagant event, a highlight of Milan Fashion Week, brought together key figures from the fashion industry, including VIPs, global media editors, and fashion connoisseurs. The event showcased the work of emerging Saudi designers, presenting a diverse range of creations, from couture masterpieces and ready-to-wear ensembles to handbags, exquisite jewelry, fragrances, and footwear. The collections were brought to life through captivating scenography and choreography, featuring dancers from the prestigious La Scala Theatre.
The Showroom:
This year, WHITE Milano and the Saudi Fashion Commission took their collaboration to new heights, unveiling the Saudi 100 Brands showcase at the esteemed Padiglione Visconti in the heart of Milan’s Tortona Fashion District. This expansive 1,000 square-meter space hosted exclusive pop-up boutiques, each dedicated to showcasing the unique creations of Saudi fashion houses.
Saudi fashion also made its mark at the renowned luxury retailer, 10 Corso Como Milan, where a pop-up event took place. This allowed fashion enthusiasts to immerse themselves in the vibrant world of Saudi creatives.
Brenda Bellei, Chief Executive Officer of WHITE to BURO:
Brenda Bellei expressed her wholehearted embrace of the creativity emanating from the Middle East, where designers infuse their artistry with a unique and captivating flair. She highlighted their pride in spotlighting and championing these distinctive voices in the fashion world. Looking ahead to 2024, WHITE Milano plans to introduce specialized showrooms dedicated to the exuberant world of Resort collections, expanding its vision to include exquisite pieces like the kaftan alongside alluring cocktail attire and summer dresses. They also have aspirations to extend their footprint to new corners of the globe, particularly in the Middle East, where their tapestry of creativity is poised to shine.
Brands from BURO’s Radar:
The report also emphasized keeping an eye on emerging Saudi brands such as Samr Nasrldin, USCITA, Mona Alshebil, Norms, RBA Newyork, Yataghan Jewelry, Agmarat, and Untitled Project. These brands represent the growing creative landscape of Saudi fashion.