The recent 2026 Met Gala, themed “Fashion Is Art,” prominently showcased the work of Ashi Studio, a couture house founded by Saudi designer Mohammed Ashi in 2007. His designs appeared repeatedly throughout the night and were worn by high-profile guests whose looks embodied the event’s sculptural, art-driven theme.

Emily Blunt, Sabine Getty, Ananya Birla and Jennifer Rubio all donned Mohammed Ashi designs. In 2023, Ashi became the first designer from the Gulf region to be invited to show at Paris Haute Couture Week under the official calendar of the Federation de la Haute Couture et de la Mode.

Today, Ashi is one of many Saudi designers who have gained popularity across the major fashion weeks around the world. But what is behind the global rise of Saudi fashion?

Converging Factors Drive the Market’s Popularity

Saudi fashion is undergoing a rapid and highly visible transformation. It is emerging as one of the most dynamic new forces in global couture and ready-to-wear. A combination of cultural, economic and creative factors is driving Saudi designers onto international runways, while buyers and consumers — both regional and global — are responding with growing enthusiasm.

The increasing visibility of Saudi designers at couture and rtw shows is rooted in a newly built fashion ecosystem. Government-backed initiatives such as the Saudi Fashion Commission, Fashion Futures and the Saudi 100 Brands program have provided designers with training, international exposure and access to global fashion weeks.

Meanwhile, Riyadh Fashion Week, launched with significant international media attention, has positioned the Kingdom as a new stop on the global fashion calendar.

Cultural liberalization has also played a major role. As public life expands and dress norms evolve, designers have more creative freedom to experiment with silhouettes, textiles and aesthetics. This shift has produced a wave of designers whose work blends heritage with modernity — an appealing combination for global audiences seeking fresh narratives. Shahd AlShehail, founder of the designer brand Abadia, is one of them.

AlShehail noted several attributes of Saudi fashion that are setting it apart. “Traditional craftsmanship shapes the foundation of how I think about design,” AlShehail said. “Techniques like Sadu weaving carry rhythm, patience and memory within them, and I am very drawn to that sense of time and intention. I do not approach heritage as something static or only nostalgic, but as something living that can evolve naturally into a contemporary wardrobe. The goal is always to create pieces that feel modern and effortless, while still carrying a connection to where they come from.”

AlShehail, who founded the designer brand in 2019, said there is a growing creative confidence within the region. “Designers are telling stories from a place that feels deeply personal and authentic, rather than trying to fit into an existing framework. I think global audiences are responding to that honesty and perspective.” She also said the brand reflects “a different view of luxury, one rooted in craftsmanship, intentionality and longevity, and I think that resonates more and more today.”

When asked how she strikes a balance between preserving heritage and creating pieces that resonate with today’s global consumer, AlShehail said it was about respect and reinterpretation. “We preserve the integrity of the craftsmanship while allowing it to exist within a modern context. I never want heritage to feel like a costume or a reference placed on top of a garment. It should feel integrated naturally into the piece.”

How Buyers Are Responding — and Why

Economically, Saudi Arabia’s fast-growing luxury market has attracted international attention. With fashion spending projected to rise sharply, global buyers see Saudi designers not only as creative talents, but as commercial partners with access to a large, affluent consumer base.
Buyers are responding with a mix of curiosity, strategic interest, and commercial optimism. International retailers attending Riyadh Fashion Week and Paris showcases are placing orders, particularly in categories where Saudi designers excel, such as couture, eveningwear and luxury modest fashion.

Several factors explain this interest. First, Saudi designers offer a distinct visual language. This includes architectural draping, desert-inspired palettes, calligraphic lines and references to regional craftsmanship. All of which help retailers diversify their brand mix. Second, the global modest fashion market continues to expand, and Saudi designers are seen as authentic leaders in this space. Their designs integrate modesty as a core aesthetic principle rather than a constraint, resulting in garments that feel intentional and elegant.

Finally, buyers recognize the storytelling power of Saudi fashion. The combination of heritage, craftsmanship and cultural confidence aligns with consumer demand for brands with identity and meaning.

The Role of Social Media in Expanding Appeal

Social media has been a critical accelerant. Platforms like Instagram, TikTok and Snapchat have turned Saudi fashion shows into global content moments, with influencers, celebrities and stylists amplifying runway looks in real time. Designers use these platforms to share behind-the-scenes processes, cultural narratives and styling ideas, making their work accessible to audiences far beyond the region.

This digital visibility has also democratized discovery. Consumers who may never attend a fashion week can encounter Saudi brands through viral videos, celebrity endorsements, or influencer styling. As a result, Saudi designers are building global followings without relying solely on traditional retail channels.

Saudi fashion mainstream is also rising to the surface in other, unexpected ways. Late last month, arabnews.com reported that Saudi designer Nora Al Shaikh has introduced a new form of modest football fanwear after noticing that while men at Al Nassr FC games had plenty of jersey options, women had none designed with them in mind. Inspired by seeing passionate female fans in the stands adapting or modifying existing pieces, she created a dress that blends modest silhouettes with subtle club elements, aiming to offer something intentional, contemporary and culturally grounded.

Rather than treating the project as a commercial product, Al Shaikh views it as a statement of recognition — a way to acknowledge women’s presence, passion and longstanding role in the football culture.

Her design draws from both Al Nassr’s visual identity and the diversity of Saudi women’s personal styles, reinterpreting jersey colors and heritage references through a modern Saudi fashion lens. Partnering with Adidas allowed her to bring the concept to life at scale, debuting the dress during a major match between Al Nassr and Al Ahli. For Al Shaikh, the moment symbolized a shift toward true representation, where women are not only present but visibly acknowledged. She told arabnews.com that she hopes the project encourages global brands to design with intention from the start, recognizing that women are deeply connected to the game and deserve fanwear that reflects how they authentically show up.

What Sets Saudi Designers Apart

At the heart of rising popularity is the fact that Saudi designers stand out for their ability to merge heritage with innovation. Their work often incorporates regional craftsmanship, traditional motifs and cultural storytelling while maintaining a modern, global sensibility. They also excel in luxury modest wear, approaching it with authenticity and sophistication that resonates across cultures.

For her part, AlShehail said her silhouettes remain contemporary and effortless, “but the process behind them carries history and meaning. That balance is very important to me.”

On a global scale, AlShehail said what distinguishes Saudi designers right now is the strength of perspective coming from the region. “There is a confidence in creating from our own cultural references and experiences, rather than trying to fit into an existing narrative. Audiences today are drawn to brands that feel honest, rooted and emotionally lasting.”

What the Future Holds

Saudi fashion is rapidly emerging as a global force, propelled by a mix of cultural liberalization, government-backed industry development and a new generation of designers blending heritage with contemporary aesthetics. The 2026 Met Gala spotlighted this rise, with Ashi Studio’s sculptural couture worn by high-profile guests, symbolizing the Kingdom’s growing creative influence.

Programs like the Saudi 100 Brands initiative, the launch of Riyadh Fashion Week, and the expanding luxury market have drawn international buyers eager for distinctive craftsmanship and authentic storytelling. Designers such as AlShehail and Al Shaikh exemplify this shift, merging tradition with modernity while using social media to reach global audiences.

Together, these forces are positioning Saudi fashion as a long-lasting, confident, culturally rooted and globally resonant movement.

Editor’s note: For news and events, data and reports and other insights, visit the Fashion Futures website, here. Fashion Futures can be found on Instagram at ksa_fashionfutures or here.