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Step Inside Saudi Labels ArAm Designs and Atelier Hekayat’s Special Showcase During London Fashion Week

Lojain Omran with the designers. Photo: Courtesy AlUla Creates

This London Fashion Week brought an exciting new initiative to the forefront, featuring Saudi Arabian designers Atelier Hekayat and ArAm Designs for the launch of a new endeavor. It will feature a number of artists, fashion designers and filmmakers, all of whom will have access to other creatives attached to the British Fashion Council who can support and mentor creatives in each sector. The Alula Creates platform itself comes as part of the Saudi Arabian efforts to encourage female creatives in the region to collaborate with leading industry professionals and access development funds to support their work.

Arwa AlAmmari of ArAm Designs with her models. Photo: Noorunisa

The program has since developed and Atelier Hekayat and ArAm Designs were selected to emerge into the UK landscape and showcase their Spring/Summer 2024 collections at the Twenty-Two in London for London Fashion Week on September 19. It was a star-studded event with the likes of Tania Fares of Fashion Trust Arabia, Helena Christensen, Mila Al Zahrani and Lojain Omran present.

Sisters Abeer and Alia of Atelier Hekayat with their models. Photo: Noorunisa

Atelier Hekayat’s collection showed to be boldly monochromatic with widened sleeves and a firm nod to evening wear. Each piece was made by the brand specifically for a woman who likes to stand out. Abeer and Alia Oraif, the two sisters behind the namesake brand mentioned that they were incredibly happy to be a part of the initiative. “We feel very grateful to have been chosen to be featured and showcase our collection in London.” The sisters also discusses how important it is to be female creatives in today’s world: “We are so thrilled to be given such a privilege, we feel this is so important for more female designers and everything we do is with love, every dress we make is made out of love for our clients.” The pieces from their collection are ethereal and dramatic, the essence of each look creates a power of extravagance for the women who wear their pieces.


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The second brand featured at London Fashion Week was ArAm Designs, founded by Arwa AlAmmari, who started off as a painter and sculptor and eventually stepped into the role of a fashion designer. The Saudi Arabian creative hand draws all her patterns intricately and prints her creations onto fabric, making each piece a one-of-a-kind treasure. AlAmmari was named one of the “most creative minds on the planet” as well as making the Forbes top 30 women in the Middle East with a fashion brand. In her words, “each piece is made intricately and with love, the women that wear my pieces bring it to life.” Each garment is handcrafted in Saudi Arabia and described by AlAmmari as “avant-garde femininity blended beautifully by my heritage.”


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Below, more pictures from the special event.

Lojain Omran. Photo: Courtesy AlUla Creates

Mila Al Zahrani. Photo: Courtesy AlUla Creates

Tania Fares. Photo: Noorunisa

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