Last week, Jeddah witnessed one of the biggest fashion events to be ever held in the country. Vogue Italia’s team came all the way from Italy to celebrate local fashion talents and offer them the opportunity to be featured in an international magazine.

Vogue Fashion Experience Jeddah comprised a three-day event celebration dedicated to fashion and style trends. This came after the success of the annual Vogue Fashion Dubai. Vogue Italia traveled all the way to Jeddah to explore Saudi talents in collaboration with Rubaiyat, Saudi Arabia’s go-to luxury destination and the National Home Health Care Foundation.

After the 10 Saudi fashion designers were chosen by Vogue Italia’s team, a winner was chosen who would get full sponsorship to present her latest collection in Milan.

The who’s who of the retail and fashion scene in Jeddah were in attendance at Boulevard, a premium luxury mall, part of the Rubaiyat group, where they got a chance to meet with Franca Sozzani, Editor-in-Chief of Vogue Italia, and the 10 chosen designers. The attendees took a tour guided by Wafaa Abbar, president of Rubaiyat Group, and her husband Abdullah Binzagr, owner and chairman of Rubaiyat Group. Guests were seen having a good time, enjoying fashion small talks and great music.

After the reception, the Italian delegation was invited for dinner by Jeddah’s Italian Business Group (IBG). The event started with a press conference headed by Italian Ambassador Luca Ferrari and Italian Consul General Elisabetta Martini, who said Saudi Arabia and Italy can collaborate not only in fashion and economy but also in all other fields. The diplomat said the two countries can cooperate for mutually beneficial development and bring up a new generation of Saudi designers that will have a chance to showcase their designs in Italy.

“The Vogue Fashion Experience Jeddah, strongly wanted by Rubaiyat, a founding member of IBG, consolidates IBG programs in the fashion business and we hope that Vogue Italia and Mrs. Franca Sozzani continue to sustain these types of initiatives over time, endorsing all efforts that go in this direction,” said Bashar Jabban, IBG President in a speech. “Another initiative that IBG is eager to promote is the creation of networks/ circuits to facilitate the access for young Saudi entrepreneurs and designers to the existing Italian creative, educational and production systems. One of the first networks we intend to trigger is indeed related to the fashion world,” he added.

Franca Sozzani, Editor-in-Chief of Vogue Italia, said the initiative builds on Vogue Italia’s deep commitment to promote new fashion talents, knowing how important it is to offer them relevant and concrete international platforms to present and advance their creativity.

The night ended with a beautiful performance by Saudi rapper Qusai Kheder and group.

On the second day, all finalists exhibited their work at the Rubaiyat department store in Jeddah and had the opportunity to showcase and sell their collections at the Stars Avenue Mall. The event was open to the public where anyone could come to support their favorite designers.

The last day’s events included a fashion talk with Alberta Ferretti, Silvia Fendi, Delfina Delettrez and Stella Jean and moderated by Rotu Upadhyay at the Park Hyatt hotel. The event ended with a prestigious open-air gala dinner that was attended by super model Naomi Campbell who gave a speech before the winner was announced. While all designers and competitors are winners but the grand prize went to the Saudi abaya brand Chador.

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