Saudi Princess HRH Noura bint Faisal Al Saud On Her Mission To See KSA’s Fashion Thrive On A Global Scale
Committed to shining a light on The Kingdom’s vast array of incredible talents, Bazaar’s Olivia Phillips speaks with Her Highness about the ever-changing industry, how she’s actively working to support homegrown creatives, and why she’s excited for the launch of Harper’s Bazaar Saudi
Saudi Princess HRH Noura bint Faisal Al Saud is on set in Riyadh, speaking to our crew in perfect Japanese. At least, we assume it’s perfect – she delivers a couple of neat-sounding sentences with a smile and a flourish, and we get the impression that after five years of living in Tokyo, that famed Japanese precision has rubbed off.
Of course, there’s every chance that this polished sense of having everything together – a regal trait if ever there was one – was there long before Princess Noura swapped Riyadh for Tokyo, although she certainly credits her tenure there as informing not only her business mindset, but also laying the foundations for the force driving her today: fashion. One that, as you can imagine, we’re more than a little on board with at Bazaar.
Abaya, Dhs20,570, Honayda. Necklaces, POA; Bracelets, POA, all Charmaleena
“Seeing the Japanese approach to creation and how it was rooted in quality and craftsmanship, I wanted to ensure that Saudi brands had the ability to invest in [the same],” Princess Noura tells us warmly of the first steps that led her to become the voice of the fashion industry in KSA.
“Studying in Japan was the most incredible experience of my life: I learned patience, and to listen to people who became experts through years of practice. It was a chance to grow as a person,” she smiles, explaining with touching detail that she chose to study there after her father’s practise of judo exposed her to the Japanese community and their beautiful culture in Riyadh.
Abaya, Dhs3,920, Samah Abayas. Necklace (top), Dhs19,405; Necklace (bottom), Dhs15,730, both Yataghan Jewellery. Ring, POA, Charmaleena
“What I really admire about the Japanese is that they truly believe in their capabilities, and supported their heritage of craftsmanship, relying on internal resources and making the most of them all, every step of the way. Critically, they never sacrificed their identity in the storytelling of their own narrative: you can see this through the crafts and costumes for which they are internationally renowned. And the [creative] approach extends to how business is conducted in Japan in general; the standards, the quality, the perfection, the innovative ideas, how their business models are sustainable…” she expands, outlining with obvious admiration the philosophy she adopted and brought back home with a view to using it as a blueprint in the Kingdom.
Saudi Princess Noura bint Faisal Al Saud On Her Mission To See KSA’s Fashion Thrive On A Global Scale
Beginning by curating Saudi design talent for pop-ups in Asia, (“[I wanted] my local peers to see the wealth of talent in Saudi and consider Saudis for entrepreneurial opportunities,”) Princess Noura then started bringing Asian brands to the Middle East (“The idea was crosscultural opportunity creation,”) before eventually helping to implement the watershed moment that was the Kingdom’s first-ever fashion week in 2018. Without overstating it, legitimately a piece of global fashion history that spearheaded a change which is accelerating as we speak, the reverberations still being felt throughout the Middle East and beyond.
Abaya, Dhs3,232, Kardan
That, in turn, led Princess Noura to depart from the private sector and join the Ministry of Culture, where she became part of the leadership team of Fashion Futures; a two-day conference, heritage fashion exhibition and fashion show which launched as the Fashion Commission’s flagship event in November 2019, returning to much fanfare next year.
And it is a great honour to be witnessing this evolution playing out in real time. One only has to look at the quality in both aesthetic and craftsmanship of Saudi designers to see both their talent and vision, each propelled by the urgency to show the world exactly what they are capable of. There’s a pride, of course, and the desire to tell their stories in their own voices – and it’s about time.
Abaya, Dhs4,080; Snood, Dhs250, both Haal Inc. Rings, POA, both Adiba
“We launched Saudi Fashion Week so that we could open the door for Saudi fashion designers to have the same opportunities in terms of networks and mentors that international designers have,” Princess Noura says. “To begin with, it wasn’t only about fashion: I wanted to create a business that supported my fellow Saudis’ brands to be able to produce at a level where history, storytelling, national craftsmanship and quality led the production story above all. I wanted to forge a pathway for them so they could have the tools to develop their careers to the next level,” she continues, displaying the full understanding that while talent is crucial, it is a solid infrastructure that will create meaningful longevity.
“My journey into fashion began with culture, which is somehow appropriate because the Fashion Commission exists within the Ministry of Culture so this approach is now the national one as well,” she says of her relatively recent new home and its space within the Kingdom’s agenda – the much-referenced and even more lauded, Vision 2030.
Abaya, Dhs4,080; Snood, Dhs250, both Haal Inc. Ring, POA, Adiba
It’s here that Princess Noura – and the Fashion Commission’s – philosophies intersect with the Vision; celebrating the beauty, poetry and artistry that lies at the heart of fashion, but more importantly, unequivocally harnessing the power that it wields for change – both culturally and economically.
It is, indeed, very Japanese in thought. Honouring heritage and craft – but underpinned with a savviness to acknowledge how it can offer all these things with a financial boon to boot. Style and substance. Art and commerce. Beauty and benefit. A win-win scenario.
“Crown Prince Mohammed bin Salman bin Abdulaziz Al Saud’s announcement of Vision 2030 in 2016 was a moment that marked changed at the national level to all aspects of society, and this includes fashion,” Princess Noura explains. “Saudi is recognising the potential that the creative industries have for our society in terms of job creation and opportunities that align with the Vision pillars of a thriving economy, an ambitious nation and a vibrant society.”
Abaya, Dhs2,740, Samah Abayas. Snood, Dhs250, Haal Inc. Necklace, POA, Charmaleena
Thriving, ambitious and vibrant. Three powerful, inspiring words that are truly indicative of the dynamism writ large in Saudi Arabia today. Culture just so happens to be a vehicle with which it can showcase these aspirations, and these realities, in a instantly accessible, and often even emotional way. After all, beauty is a global language – universally understood and used to spark conversation, express meaning and engender change.
“The Fashion Commission’s vision is, ‘To evolve the Kingdom’s fashion industry through culture, amplifying Saudi heritage and identity, while responding to global needs and impacting the national economy’. It was established to ensure the sector’s infrastructure is solid and strong so that it can enable the community. We are building a foundation for an inclusive and sustainable future,” she adds, citing the creation of policies and regulations so that Saudi can actually achieve these goals.
Abaya, Dhs3,500, Seba Designs
And that’s the admirable thing: The Fashion Commission has made the often-tricky leap from talk to action, implementing initiatives such as the creation of a national Fashion Professionals Association and a mentorship programme. “We need to thrive across the whole value chain; creating opportunities for research and creativity; product development; raw materials and manufacturing; retail; storytelling and narrative; sustainability; and overriding enablers.” She adds, “The Commission is supporting the Ministry of Culture’s ongoing commitment to develop the cultural ecosystem in the Kingdom and provide new platforms for cultural expression, a core component of the country’s cultural transformation under Vision 2030.”
Our interest is piqued – and so is Princess Noura’s. The imminent launch of Harper’s Bazaar Saudi in March 2021; an entirely standalone, separate edition of Harper’s Bazaar distributed in the Kingdom for the first time ever, and designed to not just report on, but support the country it is dedicated to, is completely aligned with the Ministry’s goal. Princess Noura beams, telling us specifically how much she believes in the importance of great fashion journalism.
“I’m excited that Harper’s Bazaar is launching a Saudi edition … as the expansion of fashion publishing in the Kingdom increases opportunities for cultural professionals and will lead to more jobs for writers, photographers, stylists, art directors, graphic designers …” She then adds, “I also see it as a strong platform upon which to narrate the story of Saudi’s homegrown fashion talents, and encourage cultural exchange. Using fashion as a lens through which to examine the beauty and history of this country will inspire people both at home and abroad. ”
Abaya, Dhs2,840, Aseel Collection. Necklace, POA, Adiba
We couldn’t have put it better ourselves, and are honoured to be using this issue of Harper’s Bazaar Arabia – and this interview with Princess Noura, showcasing all-Saudi design talent – as a prologue to our mission with Harper’s Bazaar Saudi.
“Fashion in Saudi Arabia is inherent to our story, our history and our heritage. In Saudi today, we are seeing the influences of fashion’s past coming to the fore. More designers are referencing our heritage in contemporary ways and see the process of creating apparel as an opportunity to narrate the story of Saudi identity.”
With such passion and laser-light focus, we have no doubt that Princess Noura’s belief in never giving up on your ambitions will come to fruition. “I believe life is all about opportunities, and the risks you might take to accomplish what you truly believe in. This life lesson has come through failures, which I’ve always seen as an opportunity to learn and grow, and get right back out there again,” she tells us. Wise words for any designer – or indeed any country – with great change in its sights.
Editor in Chief: Olivia Phillips
Photography: Rayan Nawawi
Fashion Director: Anna Castan
Art Director: Oscar Yanez
Styling: Hala Alharithy
Make-up: Eilaf Ahmed Sabbagh & Zaina Eissa
Hair: Hadil Omar Tenbi
Photography Assistant: Mohammed Khan
Fashion Assistant: Nouf Mallawi
Producer: Aamar Shawwa
Retoucher: Mohammed Taha
Videography: Done Productions
Props Team: Haute PR + Style
With thanks to the Ministry of Culture, Riyadh
From Harper’s Bazaar Arabia’s December 2020 issue