A Saudi designer welcomes the fashion show audience with incense and drums in Paris

- The Saudi fashion brand “Sadaf” participated in Fashion Week in the French capital, Paris, for the first time with a collection whose elements were inspired by the desert and Saudi heritage, and translated into contemporary designs. The show was accompanied by the use of elements of local culture, including incense and traditional drums, to go beyond the fashion show to highlight the cultural references of the fashion brand.

Nearly five years after Sadaf was founded in the Saudi capital, Riyadh, the founder of the fashion brand, designer Rawan Al-Hadlaq, sees through her participation in Paris an opportunity to present her vision on an international platform, through designs based on local culture and re-presenting them in a contemporary language, instead of simply keeping pace with prevailing trends. Presenting culture before fashion. The show began with elements that evoked the atmosphere of Saudi hospitality, including incense and traditional drums, in an attempt to familiarize the audience with the cultural references from which the fashion brand originates before displaying the collection.

Al-Hadlaq explained, in an interview with the Ofoq News website in Arabic, that incense is associated in Saudi culture with hospitality, generosity, and welcoming guests, while drums carry a rhythm that reflects pride and collective identity. The use of these elements was a reflection of identity, so that the display was not limited to presenting the clothes, but rather extended to highlighting the culture behind them.

The Saudi desert and traditional crafts in the collection. The Saudi desert was the primary source of inspiration for the collection, with its natural gradations and contrasts in shapes and movement. These elements were reflected in the lines, layers, and compositions of the designs, along with the balance between softness and clear structure.

This trend extended to the selection of fabrics, including wool and cashmere, taking into account the relationship between the texture of the fabrics and the shape of the pieces. In addition to the natural environment, the fashion brand inspired some of its details from traditional Saudi crafts, especially in embroidery, textures, and finishes.

Al-Hadlaq believes that preserving heritage does not mean copying the past, but rather allowing its elements to develop through the visions of new generations. This approach is also reflected in its outlook on global markets; You find that clarity of identity does not conflict with reaching an international audience, but rather constitutes a basis for it.

Therefore, it does not seek to change the cultural reference of the fashion brand to suit different markets, but rather to present it through a design that focuses on the quality of materials, craftsmanship, and attention to detail. Sudden rains in Paris forced a change in the show's arrangements. Preparations for the show in Paris were not without challenges, in light of the coordination between multiple aspects required by developing the collection, producing it, and organizing its show, especially for an independent fashion house.

One of the most notable surprises was the rainfall, as the team was forced to move the show from its outdoor location to an indoor space. Sadaf's participation in Paris is part of a broader presence of Saudi designers on international platforms, which Al-Hadlaq describes as an important stage for the creative scene in Saudi Arabia, with the emergence of a generation seeking to present its identity with confidence and ambition.

She points out that each designer has his own angle in expressing Saudi culture, which allows presenting multiple narratives about society, heritage, and contemporary transformations. The impact of this presence, according to its vision, is not limited to highlighting Saudi talent, but extends to expanding its opportunities to reach an international audience.

As for her brand, the young Saudi designer aspires to establish it as a luxury fashion house with international recognition, by strengthening her identity and expanding her presence in global markets, while maintaining her connection to her country’s culture.