Saudi entrepreneur Nojoud Alrumaihi is celebrating Saudi Founding Day via a stunning photo series that sees her pay homage to the traditional Diriyah woman.
Photo: Ahmed Sendi
The relatively new public holiday of Saudi Founding Day (February 22) marks a celebration of the country’s rich heritage, as it commemorates the foundation of the first Saudi state named Diriyah by Imam Mohammad Bin Saud. On this day, citizens honor their roots via traditional clothing and practices, as festivities light up the nation. Saudi entrepreneur Nojoud Alrumaihi, in particular, has chosen to celebrate her country’s Founding Day by paying tribute to the 18th century Diriyah woman in a photo series shared exclusively with Vogue Arabia.
Photo: Ahmed Sendi
Nojoud Alruamaihi wore two unique looks by local brands to mark Saudi Founding Day
Alrumaihi—who also stars on Vogue Arabia’s February 2024 issue shot in the historic Al Balad, Jeddah—worked with an entirely Saudi creative team to bring this project to life. The fashion and luxury consultant is pictured amid beautifully woven carpets in a marketplace, in a nod to the beating hearts of Saudi cities, and the Kingdom’s trade heritage. Complementing the textiles is a bespoke, collaborative look by Atelier Hekayat, the Saudi label helmed by sisters Abeer and Alia Oraif, and ArAm by Arwa Alammari.
Photo: Ahmed Sendi
Meant to blend in with the vibrant carpets themselves, the dress features traditional designs such as palm trees, crescent moons, and camels, over the fabric in bold hues of deep red, orange, and black. The piece is styled with a sheer black headpiece and a poncho with the same prints as the dress, and lined with black and white tulle. “This whole shoot was inspired by the woven carpets that are historical in Saudi culture,” says Alrumaihi. “Atelier Hekayat created this dress that mimics that aspect of the carpet so we wanted to shoot this in a place that acts as a camouflage, and this place is actually where these carpets are sold.”
Photo: Ahmed Sendi
The second look is designed by homegrown brand Haya Alrajhi, and draws inspiration from the attire of traditional Najdi brides, which was most recently sported by HRH Rajwa Al-Hussein at her henna ceremony. Alrumaihi’s look comes in a serene shade of blue and is embroidered with multicolored sequins shaped to look like flowers, which also adorn the floor-grazing headpiece.
Photo: Ahmed Sendi
On her experience of working on this shoot, Alrumaihi says, “It was an all-Saudi team—everyone brought in their perspective which I truly loved. This is one of the things that I really love doing is bringing people together and allowing everyone to be as creative as they can. I did not direct the makeup, the artist did it on her own. The creative director was also amazing to work with. She had all the historical references, information about Saudi Founding Day, and all the smallest details.” She adds, “This is a collaborative experience for me, and we wanted to come up with a fun and cool concept that isn’t very repetitive.”
Photo: Ahmed Sendi
Director: Ahmed Sendi
Creative and art director: Rawan Rediney
Makeup: Malak
Hair: Alanoud Merekish
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