Saudi brand aims to create integration between Mideast and the West

HINDAMME launched its latest capsule in January. (Photo Supplied)
Updated 18 March 2019

Saudi brand aims to create integration between Mideast and the West

  • HINDAMME launched its latest capsule Futur Antérieur, which consists of luxury sportswear, in January
  • Traditional Arabian heritage motifs are echoed in this futuristic capsule, making it appeal to many types of consumer

JEDDAH: Saudi luxury brand HINDAMME has a strong presence in the fashion scene in Saudi Arabia, with its “East meets West” trademark.

HINDAMME launched its latest capsule Futur Antérieur, which consists of luxury sportswear, in January. This collection is different from previous ones, which featured more elements from the past, Saudi designer and HINDAMME founder Mohammed Khoja told Arab News.

“It’s a smaller capsule but full of energy and I really feel it takes the concept of something considered quite restricted such as sportswear and elevates it, with its use of vibrant detailing and prints of cultural Saudi patterns. It’s also very forward-thinking and presents a very futuristic theme in comparison to work I’ve done before.”

“The capsule is pretty much an amalgamation of my work, presenting my signature HINDAMME look with its integration of reimagined heritage patterns in a contemporary format. It is differentiated as I feel the patterns are more colorful and vibrant but are balanced out with solid darker colors. It’s also the first time I’ve done tracksuits.”

Khoja has always had a fascination with sportswear. “I wanted to create pieces that were easy to wear, functional yet were also high-end and portrayed elements of our culture in a modern way. I used jersey, velvet and combined luxury detailing such as metallic embroidery and satin-paneled prints featuring modernized heritage patterns.”

The name Futur Antérieur represents the capsule’s message, Khoja said. “The relationship of past and future. Having lived in France for many years and being exposed to French language and culture, I felt the grammatical term, Futur Anterieur, which is used to express a future action that is expected to happen before a time of reference in the future, was very fitting.”

Traditional Arabian heritage motifs are echoed in this futuristic capsule, making it appeal to many types of consumers.

“I feel inspired to be able to portray my culture and heritage and I’d like to expose newer generations to this heritage as well as making it universally appealing to my Western clients. This time the heritage patterns are more colorful, vibrant, there’s also the use of neon. It’s sports luxe and urban and futuristic, yet also carries with it elements of the past,” Khoja told Arab News.

Explaining his choice of heritage prints and which area in the Kingdom inspires him to use their heritage prints, Khoja said that he had always been drawn to Al-Qatt Al-Asiri. 

“There is such a universal appeal to these tribal patterns and I share a deep appreciation of its aesthetic as well as the meanings behind its symbolism. I feel proud to say that I was the first to integrate it into contemporary ready-to-wear, and now I see it being used more often, which makes me quite happy to know designers are reflecting more toward our past for inspiration to create a future.”

Through HINDAMME, Khoja aspires to create a sense of integration between the Middle East and the West “as well as presenting a link between past, present and future through design. I want to reverse the tables and be able to export more of our design and culture to a global audience.” 

Khoja’s recap on the Season III collection that was launched in March 2018:

The designer said that he was inspired by mystic and astrological themes in the previous collection.

“I was so inspired by the Islamic Golden age with Season III and all the incredible accomplishments during that era, especially within the field of astronomy. I was also very inspired by the works of poets such as Rumi and surrealist designers such as Schiaparelli.”

One of Season III’s pieces, “Arabian Dream,” was inspired by Saudi Arabian former minister of petroleum and mineral resources Ali Ibrahim Al-Naimi’s book “Out of the Desert: My Journey from Nomadic Bedouin to the Heart of Global Oil.”

“I felt this statement from this Saudi icon was very poignant and can be read and interpreted in multiple ways, but to me the statement basically says ‘yes, we come from humble beginnings and are proud of it as it shaped who we are today,’” Khoja said.


“Having grown up in the Eastern Province and hearing stories about Al-Naimi’s journey to success was very inspiring to many and I consider him one of our heroes.”

Gwyneth Paltrow, Karen Gillan wear Arab jewelry to LA premiere

Gwyneth Paltrow showed off earrings by Beirut-based brand Yvan Tufenkjian. AFP
Updated 24 April 2019

Gwyneth Paltrow, Karen Gillan wear Arab jewelry to LA premiere

DUBAI: Hollywood actresses Gwyneth Paltrow and Karen Gillan both showed off Arab jewelry brands at this week’s world premiere of “Avengers: Endgame.”

Paltrow showed off statement earrings by Beirut-based jewelry brand Yvan Tufenkjian, which featured teardrop-shaped stones and resembled ear cuffs.

Meanwhile. British actress Gillan boasted a pair of diamond drop earrings by UAE-based label Amwaj at Monday’s Hollywood premiere.

After nearly two dozen films and billions of dollars in ticket sales around the globe, the Avengers are gearing up for a final time — and their last adventure could shatter all box office records, AFP reported.

“Avengers: Endgame” is the final installment of a wildly ambitious 22-film arc featuring the beloved superheroes of the Marvel universe, many of them the creations of late comic book legend Stan Lee.

It hits theaters this week and pundits are predicting a debut weekend that could break records with the first billion-dollar opening in history.

Karen Gillan wore earrings by UAE-based label Amwaj. AFP

That would easily beat out the previous record holder, “Avengers: Infinity War,” the first part of the “Infinity Saga” — as it was dubbed by Marvel Studios head Kevin Feige, who has produced every single movie in the franchise — which opened in 2018 with $640.5 million.

After Monday’s star-studded world premiere in Hollywood, the six original Avengers celebrated the end of the road Tuesday at the iconic TCL Chinese Theatre.

Iron Man (Robert Downey Jr.), Captain America (Chris Evans), Thor (Chris Hemsworth), Black Widow (Scarlett Johansson), the Hulk (Mark Ruffalo) and Hawkeye (Jeremy Renner) assembled for a final time with Feige at the TCL Chinese Theatre, where they signed blocks of cement and marked them with handprints.

“It’s been an amazing ride,” Ruffalo — who attempted a handstand while waiting for the cement to set — said of the 10-year project.

The 21 preceding films have earned about $19 billion globally, and though “Endgame” marks the end of the current narrative arc, Marvel Studios is far from through.

Even as they mark the end of what Johansson called a “wonderful” experience, Marvel Studios has already announced several new projects: in addition to sequels for “Spider-Man,” “Black Panther” and “Doctor Strange,” there will also be “Guardians of the Galaxy Vol. 3,” “The Eternals” and “Black Widow,” the second Marvel universe film to give a female character solo top billing.

“The fun thing about an ending is that you eventually get to do a new beginning,” Feige told AFP.

“So yes, there will be a new beginning, but right now, it’s about this combination of 22 movies. That’s what we’re most excited for.”

In preparation for the marvelous cinematic conclusion, “Endgame” directors Joe and Anthony Russo took to Twitter to post a letter to “the greatest fans in the world.”

“This is it,” they wrote. “This is the end. The end of an unprecedented narrative mosaic spanning eleven years and eleven franchises.”