Saudi fashion house Sadeem hits the runway in Dubai

Luxury is at the core of all Sadeem designs, so silk was a natural first choice of fabric. (Supplied)
Updated 01 November 2019

Saudi fashion house Sadeem hits the runway in Dubai

DUBAI: Saudi designer Aljawharah Sadeem Abdulaziz Alshehai seems to live by Coco Chanel’s ethos: “Fashion is not something that exists in dresses only. Fashion is in the sky, in the street, fashion has to do with ideas, the way we live, what is happening.”

The young fashion designer is behind the sustainable label, Sadeem, whose current collection is called Abwaab (Doors). “It is inspired by a nation moving forward without letting go of the past. Saudi Arabia has been exploring many of its untapped resources, with a very determined plan,” she said.

Her collection will take to the runway this Friday evening at Fashion Forward Dubai (FFWD).




The young designer's current collection is called Abwaab. (Supplied)

Luxury is at the core of all Sadeem designs, so silk was a natural first choice of fabric. “This fabric is luxurious and delicate and a natural fiber. Silk is also durable and biodegradable and I only work with textile mills that are eco-friendly,” she said.

This designer does not believe in following trends. “When the item is no longer desired, I hope that it would be swapped or handed to a friend, a second-hand shop or donated to charity,” she said.

These are investment buys. With many of her motifs referenced from the native folklore, architecture, costumes and jewelry of Saudi Arabia, her fashion is about marrying Arab heritage with contemporary design. “The geometric shapes and triangles are dominant, and reflect the design aesthetic of our heritage.”




Her collection will take to the runway this Friday evening at Fashion Forward Dubai. (Supplied)

These clothes are for the modern Arab woman but also have international appeal. They are made between New York’s garment district, Dubai Design District and her studio in Riyadh.

“I dream of creating a fashion foundation that would help to launch emerging young talents within the MENA region,” she said. “The focus would be on preserving traditional, artisanal and handcrafted work. I hope to achieve a strong network of creative thinkers and to work with communities that practice strategic solutions toward sustainable shared goals.”

It is fashion labels such as Sadeem that look set to take the story of Arab fashion global.


Amr Diab is the first Arab artist to get his very own Times Square billboard

Arabic music star Amr Diab features on Times Square billboard. (Photo: AFP)
Updated 12 November 2019

Amr Diab is the first Arab artist to get his very own Times Square billboard

  • Amr Diab is the first Arab artist to appear on a Spotify billboard in Times Square
  • The move is a bid to promote the music and culture of the Middle East and North Africa

DUBAI: Amr Diab is the first Arab musical artist to get his face plastered on a Spotify billboard in New York City’s iconic Times Square. 

The streaming giant projected a smiling portrait of the Egyptian crooner in one of the most-visited landmarks in the Big Apple in a bid to promote the music and culture of the Middle East and North Africa.

The Egyptian singer has become the first Arab music artist to be featured on a billboard in Times Square. Supplied

“Today we are celebrating Diab’s legacy and we are proud to see him shine so brightly - literally - on the global stage,” says Claudius Boller, Managing Director, Spotify Middle East and Africa in an official press statement. 

According to Spotify, the legendary singer’s music is most streamed in the United States, followed by Sweden, Germany, the UK and Canada.

His album “Nour el-Ain” (Our Eyes Beam) brought him global success and earned him the title of “The Father of Mediterranean Music” for his style of blending Egyptian and western rhythms. 

Diab received a Lifetime Achievement Award at the Big Apple Music Awards in 2009. At the 2014 World Music Awards, Diab was also awarded Best Egyptian Artist, Best Male Arab Artist, and World’s Best Arab Male Artist Voted Online.

He was also one of the first artists to headline a concert in the Kingdom of Saudi Arabia during the Saudia E-Prix in 2018. He was part of a superstar lineup that included the likes of Enrique Iglesias, Jason Derulo, the Black Eyed Peas, One Republic and David Guetta. 

The 58-year-old singer is set to take the stage of the Dubai Media City Amphitheatre in Jan. 20, 2020.