A Kingdom Brought To Light: Assouline Pays Homage to Saudi Arabia

In honour of Saudi National Day tomorrow Bazaar Arabia takes a closer look at the powerhouse publisher’s series of books, exploring the wonders of the Kingdom and the communities that have stitched the rich tapestry of its heritage

Flower Men

Deep in a hidden enclave in Saudi Arabia’s Asir mountain range, a group of men smear their hair with goat fat and patiently comb it into corkscrew curls. Their heads are then topped with fragrant bouquet crowns – intricate arrangements of herbs, flowers and grasses. The look is as distinctive as it is decorative, but more importantly it is a symbol of who they are: the Flower Men.

They are a tribe considered to be one of the greatest and best kept secrets of Arab civilisation that laid hidden for centuries. To tell their story one must travel back generations and understand the mysterious geography of the Asir province, a feat achieved by French author and poet Bruno Doucey in Flower Men, a collaboration with luxury publisher Assouline honouring the past and present of the historical tribe and their surroundings. The vibrant coffee-table read (lensed by Laziz Hamani, Ibrahim Sarhan and Ziyad Alarfaj) is one of a six-book series on the many wonders of Saudi Arabia. Each volume uncovering a unique treasure of the Kingdom, whether an ancient city or historic tribe.

“Since the beginning of time, the Flower Men have been singing with the rhythm of the seasons, the waking of nature, and the fleeting beauty of the universe through their simple presence,” says Bruno. “Their history is so old that Diodorus Siculus, a Greek historian, defined the people of Arabia by their relationship with perfumes and plants. He wrote in Bibliotheca Historica (first century BCE), ‘They occupy the part of this land that we call [Arabia] Felix, not merely because of the herds of livestock that are so abundant, but also because it produces those perfumes that are our greatest delight.’”

On inhaling perfume from the region, Alexander The Great was allegedly gripped with the desire to conquer the land but, unable to penetrate its interior, he had to make do with his dreams alone.

“For a long time, the Flower Men had few contacts with the outside world, whether from other provinces of the Kingdom or from foreign travellers who couldn’t get to their secret enclave. A chance for the unique culture of these beings, who have long been on the edge of Saudi Arabia’s unifying aspirations,” explains Bruno.

Living in extreme isolation helped embolden the mystique around the tribe who claim legendary origins as descendants of Ishmael, sons of Abraham. To meet them once entailed a challenging traverse across Saudi Arabia’s unique terrain to the area of Khamis Mushait, and the village of Habala, where the Flower Men have long resided. It was previously only reachable by a network of handrails and rope ladders. The settlement can now be accessed via a cable car, added by the Saudi government in the 1990s.

“[The village] is located at the bottom of a cliff of about 250m high,” recounts Bruno. “This village is now uninhabited, but the men who lived there are still around. Men who usually wear dried flowers and flower garlands in their hair can be found in the surrounding areas.”

Today many Flower Men sell their traditional crowns to visitors who make it to the area, an experience made more possible thanks to the Kingdom’s efforts to promote tourism in the region.

As part of Crown Prince Mohammed bin Salman’s Vision 2030, which aims to lessen dependence on oil revenue, an allocation of nearly 1 billion US dollars (Dhs3,673,040,000) has been set aside to restore heritage sites, including those in Asir. Although this means many Flower Men will now depend on the tourist economy to support their families, Bruno is not fearful that old traditions will eventually vanish in the progress of time.

“The Flower Men continue to make the same custom and carry out the same rituals of decoration despite the flowers that embellish their head shining momentarily before fading,” he says. “They remain as close to nature as they can, following its rhythms and respecting its diversity, by preserving this fleeting art. We can learn a lot from them.”

“The Flower Men remain as close to nature as they can, following its rhythms and respecting its diversity, by preserving this fleeting art”

While Flower Men also features the beautiful women of Asir, wearing the traditional conical braided hats decorated with beads and aromatic plants that perfume their hair, the focus is on the men of the community. From a young boy taking a rest on a carpeted step to fearsome warriors posing on rocky crags with knives in their belts and rifles in their hands – it offers a rare peek into the kaleidoscope of life within the tribe.

Yet, what truly affected Bruno in this project was the art of Al-Qatt Al-Asiri, the traditional wall decorations mostly practised by women, in southern Arabia. He says, “They have been painting their houses with vivid patterns of geometric forms on a ground of white gypsum. For many years, this art form was the exclusive province of women. But now male artists, designers and interior decorators are also trying their hand at an art form that in 2017 was inscribed by UNESCO on the list of the Intangible Cultural Heritage of Humanity.”

Bruno’s fascination with the Middle East, deserts and history has seen him work on two books within the Assouline Saudi series (the second explores the Empty Quarter). However, his passion also stems from his own family line. “One of my ancestors, a soldier who left at the end of the 19th century to conquer the vast Algerian south, one day switched his gun for a camera. His glass-plate photographs from the 1890s have given me a number of possibilities,” he says, admitting that writing is his own method of sharing a story.

In Flower Men, Bruno takes us on an anthropological journey, beautifully depicting the extraordinarily unique lives of the tribe and their community. He concludes, “I will never be one of them because of my origins, birth, and life choices, but I admire and love them for who they are in a society that must learn to rely on kindness and beauty to temper many emotions. May this world look after them like they look after the flowers on their head.”

Photography by Laziz Hamani and Ibrahim Sarhan, courtesy of Assouline

Red Sea: The Saudi Coast

Embark on an exotic journey along the coastline of the eight countries bordered by the Red Sea, and explore the melting pot of civilisations, cultures and faiths. Overflowing with stunning images of the unique coral reefs, diverse underwater life, and the thriving biodiversity, readers are pulled into a coastal adventure. Lensing the project are renowned fine-art photographers and anthropologists Aline Coquelle, Ameen Qaisaran and Afnan Alkhayat, Mohammed Al Sharif, and Yarob Bashrahil.

Photography by Lomar Alsinany, Morgan Benett, Aline Coquelle and Johan Sjolander, Courtesy of Assouline

Jeddah: Al-Balad

Original photography by Matthieu Salvaing and expert commentary on the history of the city by James Parry, brings Jeddah Al-Balad’s vibrant cityscape to life. Often dubbed the Bride of the Red Sea, Jeddah is one of Saudi Arabia’s oldest and most popular hubs, welcoming traders and pilgrims for centuries. With a focus on its breathtaking Islamic architecture, this book offers an insight into its colourful past and infusion of cultures. It showcases how the city has blossomed from an historic centre into a modern metropolis that boasts a valuable architectural heritage and burgeoning art scene.

Photography by Matthieu Salvaing, Courtesy Of Assouline

The Mysterious Desert Of The Empty Quarter

The Empty Quarter (also known as the Ar-Rub Al-Khali), is a sprawling sand desert encompassing most of the southern third of the Arabian Peninsula. Stretching over 12,000 kilometres from west to east, and up to 600 kilometres wide, The Empty Quarter is one of the most arid regions on the planet. Yet in its silent vastness lies a captivating beauty, portrayed in this book. Original drawings by Argentinian artist Ruben Alterio depict the life of the people within the distinct and immense landscape. The art pieces appear alongside breathtaking photography captured by Sayaf Alshahrani and Ibrahim Sarhan. Editing the book is French writer and poet Bruno Doucey, who is the author of two books from the Assouline Saudi series.

Photography By Lsayaf Alshahrani and Ruben Alteiro, Courtesy Of Assouline

Al-Ahsa Oasis: The Largest Oasis On The Planet

The Al-Ahsa Oasis is the largest self-contained oasis in the world, an accolade certified by the Guinness World Records. As such the area that spans across 8,500 hectares on the east coast of the Arabian Peninsula is an UNESCO World Heritage site. Named after Saudi Arabia’s historical Al-Ahsa region in which it lies, the landscape consists of sweeping sand dunes, groves of date palms and meandering natural springs, all of which are artfully captured in this coffee table tome edited by historian and archaeologist Azedine Beschaouch. Parisian photographer Aline Coquelle contributes with compelling imagery depicting the cultural heritage. Her photos are complemented by illustrations by artist Rafael Alterio.

Photos: Aline Coquelle, Courtesy of Assouline

Harper’s Bazaar Arabia’s September 2022 issue.