“By Wearing These Designs, I Hope Women Feel A Sense Of Empowerment While Embracing Their Cultural Heritage”: KSA Brand Amarah Celebrates Saudi National Day With A New Capsule Collection
Designer Arwa AlKadi discusses how she’s infused Saudi tradition and heritage into her pieces
Saudi National Day provides KSA creatives the opportunity to honour their culture through the power of creating beautiful pieces, an expression of their love of their country – and amidst today’s celebrations Amarah, founded by Saudi designer Arwa AlKadi in 2019, stands out, artfully combines tradition and innovation.
Amarah has gained attraction for its ability to capture the essence of the modern-day era in KSA while maintaining an intricate connection with cultural heritage, displaying a signature style of a minimalistic yet sophisticated aesthetic through clean silhouettes and rich fabrics.
“By wearing these designs, I hope women feel a sense of empowerment and self-assurance while embracing their cultural heritage,” Arwa says. This sentiment highlights Amarah’s commitment not only to providing fashionable ensembles as a tribute to the nation’s history and traditions but also a strong sense of identity among Saudi women.
The latest collection by Amarah, titled The Drop, serves as a captivating embodiment of Arwa Al Kadi’s admiration for Saudi Arabia’s diverse and enchanting natural landscapes. With pieces named Adira, Aries, Natura, and Rosie the collection is a visual homage to the breathtaking natural wonders of the nation.
In a seamless extension of the narrative, Amarah has also introduced a captivating capsule collection of jewellery that captures the allure of waters that surround The Kingdom. These meticulously crafted pieces are more than jewellery; they symbolise the profound interplay between Saudi’s history, culture legacy and its breathtaking natural landscapes.
Here, Bazaar Arabia sits down with the designer to discuss tradition, the new capsule collection and how her Saudi heritage has influenced her work.
Harper’s Bazaar Arabia (HBA): How does the collection reflect the cultural and historiy Saudi Arabia?
Arwa AlKadi (AA): By incorporating the diversity and beauty of the nation’s natural wonders, we are honouring our roots, blending them with a fresh perspective by reflecting it within contemporary designs.
HBA: Could you highlight any traditional or symbolic motifs that are incorporated into the pieces?
AA: The intricate designs and exquisite details in these pieces reflect the detailed ecosystems and vibrant colours found in Saudi Arabia’s landscapes. Each style tells a story of the nation’s majestic mountains, serene deserts, and lush oases, celebrating the harmonious coexistence of nature’s elements. For example, I used blue and green beads for embroidery on sleeves and necklines, and the colours of the sand and water make up the whole silhouette. Adding a profound layer of cultural identity and connection to the nation’s natural beauty.
HBA: How does this collection bridge the gap between modern fashion and traditional Saudi clothing aesthetics?
AA: I love designs that strike a balance between honouring traditional Saudi aesthetics and embracing current fashion trends. By incorporating nature-inspired elements into the designs, I infused a fresh and innovative twist into traditional clothing, making it relevant and appealing to modern consumers. The collection pairs classic Saudi silhouettes with contemporary cuts and fits. This seamless blend results in designs that are not only culturally resonant but also comfortable and stylish, catering to the preferences of a modern audience.
HBA: Could you highlight any signature pieces or standout items from the Saudi National Day collection?
AA: The Adira, Aries, Natura and Rosie are some pieces that highlight the beauty of the nation and therefore a perfect tribute to Saudi. The sand dunes are depicted through the pastel colors of the clothes, the sea waves are symbolized by the green and blue embroidered work on the sleeves and neckline.
HBA: Can you share your thoughts on the role of fashion in expressing cultural identity, particularly during Saudi National Day celebrations?
AA: As a brand, I understand that clothing is more than just something to wear. It is a form of self-expression and a way to communicate one’s affiliations and beliefs. During National Day celebrations I believe that Amarah can play a vital role in uniting the nation by celebrating its shared cultural bonds.
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