Only The Dreamers: The Beauty of NEOM | Harper’s Bazaar Saudi March 2021
Against an otherworldly backdrop, Bazaar Saudi captures Arabian craft, creativity, and wonder at its very best
We have found ourselves in NEOM.
Well, I say ‘found ourselves’ – this is actually the result of months of intricate, mid-pandemic planning, re-planning, hiring, prepping and brainstorming. The Olympics of fashion shoots. But, boy, was it worth the effort. NEOM, the epic north-western corner of Saudi Arabia, carved out to be a brand-new city-state, is a land of unimaginable beauty so spectacular that we are delighted to have pulled together an A-team of Arab creatives with which to capture its glory.
Coat, POA, Nouklier. Belt, SAR561, Hekayat
It is expansive; over 10,000 square miles of dreamscape comprising pink sand, majestic mountain ranges, intimate, picture-book wadis, abandoned sea planes and coral reef- trimmed waters, the colour of which has to be seen to be believed. It is, without doubt, a photographer’s dream – a cornucopia of the best nature has to offer, but in one spot – the destination that Crown Prince Mohammed bin Salman bin Abdulaziz Al Saud plans to turn into part- tourist hub, part-smart city, running entirely on renewable energy and home to the world’s finest minds and talents.
In January of this year, NEOM (a portmanteau of the Greek word for ‘new’ and the Arabic word for ‘future’), announced its plans for The Line; a linear, car-free city built from scratch, housing one million citizens and running 170km in length. It’s all very Jetsons, all very inspiring, and all-too easy to see the attraction of packing your bags and moving to what promises to be a utopia in the desert.
Dress, POA, Adnan Akbar
For now, though, the project is in its infancy, and we are left to run (almost) riot in the land on which it will be built, with female Saudi documentary photographer, Norah Al Amri as our lens, and Saudi’s first-ever model, Taleedah Tamer, as our muse. It’s fitting that we have chosen Taleedah, since NEOM’s modus operandi is to celebrate and utilise all things cutting edge, often aiming to even create these new technologies themselves.
Dress, POA; Coat, POA, both Krikor Jabotian. Necklace; Shoes, Stylist’s own
“NEOM is all about things that are necessarily future-oriented and visionary,” its Chief Executive Nadhmi al Nasr said. Taleedah, to that end, was a pioneer; the first Saudi model to walk at the Paris Haute Couture shows in July 2018, and the epitome of a modern Saudi woman – well-travelled, well-educated, ambitious, and showing the world exactly how its done.
Dress, SAR11,627, Amna Alsalem. Shoes, Stylist’s own
“In all honesty, I never really felt as though I was the ‘first’ Saudi model,” she laughs. “For me, it was a completely new world and I’m so grateful to have had the opportunity to have those experiences as a young person. Especially because I always felt accepted, which I’m so grateful for.”It’s something that outsiders would perhaps not expect, with mis-informed stereotypes of Saudi perpetuating the belief that Taleedah’s career path would be frowned upon. And yet here she is, supported, forging ahead, and gracing the very first cover of Harper’s Bazaar Saudi.
“The launch of the magazine is so exciting and I think it will give so many the opportunity to see Saudi from a new point of view and share its artistic side. Professionally, it’s so fulfilling to be part of such a genuine project – one with a strong vision to highlight the talent, beauty and culture that Saudi holds,” she says, articulating our mission perfectly. “Even if one person seeing this feels inspired to pursue their own creative passions, be that as a hobby or a career, it would be worth it.”
Dress, POA, Tima Abid
She is speaking to one of the fundamental principles that Vision 2030 seeks to encourage, based on its three pillars of a thriving economy, an ambitious nation, and a vibrant society. Creativity is woven into this; a crucial building block for not only a sustainable future, but a dynamic one, too.
It’s something that young Saudi creatives are embracing with zeal; the chance to tell their own stories in their own voices, and to have them heard on an international level. Which is why it was of paramount importance to us, and to our sensational stylist, Latifa Bint Saad, to choose all- Arab, but predominantly Saudi designers for this project. From Jeddah-based couturier, Atelier Hekayat’s frothy, cream confection – an ode to unabashed, girlish romance – to Hindamme’s gold brocade Nabatean dress (named after an ancient Arabic bedouin tribe), each piece offered a masterclass in Arabian glamour and craft, without losing the meaning of Arabian heritage at its core. Because as much as Saudi is looking into a searingly bright future, it is, and should be, just as proud of its beautiful past.
Dress, POA, Benchellal. Cuff and shoes, Stylist’s own
Photography: Norah Al Amri. Styling: Latifa Bint Saad. Model: Taleedah Tamer. Make-Up: Eilaf Sabbagh. Hair: Sawsan Lilish. Photography Assistant: Abdulrahman Alosaimi. Fashion Assistants: Amira Abdo and Mohamed. Producers: Aamar Shawwa and Johana Dana. On Site Producers: Marta Lacima and Nikka Elaine from NEEDaFIXER. Videographer: Nasser Alwesabi. Drone Operator: Ahmed AlBalwi.
From Harper’s Bazaar Arabia March 2021 Issue
