Cruising into the Red Sea in style, Samah Abayas unveiled its latest pieces onboard a ship — making it the first-ever KSA-founded brand to show a collection on water

Deep azure hues, intricate heritage embellishment and billowing silhouettes make up the stunning new Cruise collection from Saudi label Samah Abayas. The 22 delicately created pieces by designer Samah Khashoggi pay homage to her Saudi heritage but with a modern twist, all while making the sea her muse.

 “I was inspired by spirit of the Red Sea, with all its beauty, mystery, colourful corals and sea life,” explains Samah. “I enjoyed exploring my imagination when designing this collection because there were a lot of areas to dive into, like the shades of blue, seashells or even the different creatures you’d find in the ocean.” And is there a standout piece? “One is a magnificent white abaya with clear sequins,” she explains. “It was completely inspired by fish scales, and what I envisioned a mermaid would wear stepping out of the water.”

Samah took to the coast for the catwalk showcase of the collection, presenting the Kingdom of Saudi Arabia’s first-ever seaside fashion show at ORYX beach on Al Ras Al Abyad Beach, located on the northwest coast of KSA.

“This fashion show means the world to me, it’s a milestone that every designer remembers forever,” Samah recalls about the presentation. “The cruise is something we haven’t seen before in Saudi, let alone a fashion show by the inspiring seaside; I’m humbled by this wonderful opportunity to showcase my designs for everyone.”

Modern shapes and contemporary styling sit aside traditional embellishment techniques 

The show, that was attended by over 200 VIP guests, utilised the skills of an all-Saudi team, from 16 runway models to the backstage crew, photographers and production. The entire project was a homegrown collaboration using local creatives – facilitated by the Saudi Style Council, luxury communications agency Niche Arabia and The Red Sea Spirit cruise lines who brought guests to the catwalk presentation.

The collection stays true to the Samah Abayas style and brand DNA, using traditional handmade techniques from the Hejaz region to produce contemporary, metal appliqué motifs, all inspired by elements of the Red Sea.

“The collection required meticulous attention to detail and long, consecutive hours of work,” recalls Samah. “The abayas were hand-embroidered using the traditional ‘nagda’ technique which you can see on the masterpiece coral abaya with rose-gold threads.”

The love for all things local was also present in the accessories used in the show. “I chose overt beach motifs, such as starfish and jellyfish, made of gemstones extracted from the depths of the sea, such as pearl and coral,” revealed the show’s runway stylist, Reham Abufaraj. “I borrowed pieces from Saudi accessory brand, Sajas, and local boutique, Cugini, to execute the creative direction from a local point of view.

With Saudi’s borders in lockdown at the time, the show was produced and executed entirely by local creatives, showcasing the rich talent of the fashion industry in Saudi Arabia.

View more on samahabayas.com

From Harper’s Bazaar Arabia’s February 2021 Issue