Guests took a virtual trip across the globe to catch a glimpse of Saudi Arabia’s emerging talent during the opening party for Saudi: Sky’s the Limit, the new showcase at Selfridges’ Corner Shop in London.
An oud, a Middle Eastern stringed instrument resembling a lute, played traditional music as shoppers wove their way around terracotta shelves at the popup destination. The shelves and glass showcases were filled with makeup, perfume, sunglasses, chocolates, and one-of-a-kind bags.
Guests also ducked under clay-colored arches to enter spaces filled with different designers’ collections, merchandised like independent shops.
Many of the ready-to-wear garments were long sleeved and made from thin breathable material suited for the arid climates of the region. They were also ideal for London’s ongoing heat wave.
For some designers, the Corner Shop showcase is a test-and-learn moment. Rebirth, by Tala Abukhaled, is a sustainable luxury brand rooted in craftwork, and the Selfridges show marks the designer’s first time U.K. market. “It’s definitely nice to experiment. The feedback has been amazing,” she said.
A look inside the Saudi: Sky’s the Limit showcase at Selfridges.
The mannequins in her “boutique” were wearing tailored business suits with fringe on the bodice, sleeves, and trouser legs, adding flair to traditional office attire. The designer said her handmade clothing is has been designed to emphasize the flow of a woman’s stride.
Guests also grazed on food and drink from Café Lâm, the Paris bakery founded by Saudi entrepreneur Abdullatef Alrashoudi. The café served up imported Saudi coffee, lemon basil tarts, sticky date pudding, and chocolate tahini puffs.
Reema Alghunaim, a founder of the playful jewelry brand Jeed, said, “At first, Jeed was a gift for Saudi girls. Now, being here, we see that it’s a gift for all the world.”
The destination, which features more than 20 fashion, beauty and food brands, has been created in partnership with Milaf Global, a PIF-owned company and one of Saudi Arabia’s leading food and beverage groups. PIF, the sovereign wealth fund of Saudia Arabia, holds a 40 percent stake in Selfridges and is the partner of majority owners Central Group.
The Corner Shop takeover runs until Monday until Sept. 5, and aims to highlight the kingdom’s “rich heritage, exceptional craftsmanship and spirit of innovation,” and introduce top Saudi brands to a wide international audience, and create new opportunities, according to Milaf Global.
A look inside Saudi: Sky’s the Limit showcase at Selfridges.
