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Switzerland Tourism Launches Swiss Fashion Days Riyadh

 Luis Monteiro

Luis Monteiro for Vogue Arabia’s February issue.

The fashion industry will be focusing on Saudi this month: not only is there the inaugural fashion week but Switzerland Tourism is also launching Swiss Fashion Days Riyadh, which will include a lavish cocktail reception and art exhibition by artist Khalid Alsudairy.

The first edition of Swiss Fashion Days Riyadh will consist of two days of fashion shows and will also showcase Swiss architecture and design. Swiss Fashion Days Riyadh celebrates the ties between Saudi Arabia and Switzerland by bringing together Saudi designers, including Nuun Jewels, Arwa Alammari, M-line by Madawi Alissa, and LA’BESO with Swiss designers, including Gaia Schenk and Raphael Blechschmidt Haute Couture. The  designers will use the event as a platform to showcase their upcoming collections for the first time in the Middle East.

The launch of Swiss Fashion Days Riyadh is part of Crown Prince Mohammed bin Salman’s ambitious efforts to modernize Saudi Arabia. While speaking to CBS anchor Norah O’Donnell on 60 Minutes, the Crown Prince discussed his pledge that women no longer have to wear the obligatory abaya so long as their attire was “decent and respectful,” adding that “the laws are very clear and stipulated in the laws of Sharia: that women wear decent, respectful clothing, like men.”

Swiss Fashion Days Riyadh will take place at the residence of the Swiss ambassador to Saudi Arabia, Heinrich Schellenberg, in Riyadh on April 11 (for women only) and April 12. Doors will open at 6.30pm and the show will commence at 8pm.

RELATED READ: Saudi Arabia is Getting its Very Own Fashion Week

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