Sustainable fashion in Saudi Arabia is making remarkable strides, and industry leaders were recently honored for their contributions at the prestigious Saudi Sustainable Fashion Awards in Riyadh. Recognizing brands that embrace ethical practices, circular fashion, and environmentally responsible production, the event showcased the nation’s commitment to an eco-friendly fashion future.
Recognizing Sustainable Fashion Innovators
The inaugural Middle East Kering Generation Award celebrated three standout brands revolutionizing sustainability in the fashion and beauty industries. Hosted by luxury group Kering—home to renowned brands such as Gucci and Balenciaga—in partnership with the Saudi Fashion Commission, the event highlighted Saudi Arabia’s growing influence in the global sustainable fashion landscape.
The Winners of the Middle East Kering Generation Award
Darah: Pioneering Circular Fashion
Founded by Rawan Alderaibi, Darah is an upcycling startup reshaping Saudi Arabia’s secondhand fashion market. Initially inspired by the lack of a structured resale industry in the country, Alderaibi developed a unique circular fashion model.
Darah purchases clothing by the kilogram, reselling high-quality items and upcycling damaged pieces into one-of-a-kind fashion creations. With sustainability at its core, the company now aims to expand into local production and recycling facilities, further advancing eco-conscious fashion in Saudi Arabia.
AMUSED: Transforming Luxury Resale
AMUSED is redefining the secondhand luxury market in Saudi Arabia by offering an authenticated platform for buying and selling pre-owned designer items. Co-founded by Sara Teymoor, the company recognizes the significant environmental impact of fast fashion, aiming to promote a more circular economy.
Teymoor emphasized the importance of the recognition: “After five years of hard work, this award boosts our confidence and connects us with mentors and opportunities that will help us shape the future of sustainable fashion in Saudi Arabia.”
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Asteri: Redefining Sustainable Beauty
One of the fastest-growing eco-friendly makeup brands in the Middle East, Asteri caters to Arab women with vegan, cruelty-free, and desert-proof beauty products. The brand stands out for its refillable packaging, certified by B Lab, a global nonprofit promoting sustainability.
By focusing on ethical beauty solutions, Asteri contributes to the larger movement of responsible consumption in the region, encouraging consumers to prioritize sustainability without compromising on quality.
The Impact of Sustainability in Saudi Fashion
Burak Cakmak, CEO of the Saudi Fashion Commission, highlighted the significance of the winners, noting their ability to merge cultural relevance with innovation. “Each brand aligns with Saudi Arabia’s lifestyle and values while introducing unique solutions that fill gaps in the regional market,” he explained.
The winners will embark on a week-long mentorship program in Paris, gaining insights from Kering’s sustainability experts to further develop their business models.
Future Opportunities for Sustainable Fashion in Saudi Arabia
Saudi Arabia is rapidly emerging as a key player in the global fashion economy. With sustainability at the forefront, the government and private sector are investing in eco-conscious brands, ethical production, and circular fashion models.
Cakmak added, “Saudi Arabia has proven to be one of the fastest-growing markets for fashion and creativity. The Fashion Commission is committed to supporting emerging talent and fostering collaborations that will shape a greener, more responsible industry.”
Conclusion
The Saudi Sustainable Fashion Awards mark a significant step forward in recognizing and supporting eco-friendly initiatives within the industry. By celebrating brands like Darah, AMUSED, and Asteri, Saudi Arabia is not only paving the way for sustainable fashion but also setting a new standard for responsible consumerism in the region.
As the demand for ethical and environmentally conscious products grows, these award-winning brands serve as a blueprint for future innovation, inspiring the next generation of sustainable fashion entrepreneurs.
