The Saudi fashion scene is buzzing with fresh talent, and Chalhoub Group’s Fashion Lab Cohort 2 is leading the charge. This year, ten exceptional brands have been selected to shape the future of fashion in the Kingdom, blending innovation with cultural inspiration.
The brands in this cohort include APOA, Awaken, Bucketbox, Mona Al Shebil, Noble & Fresh, Nora Al Shaikh, Rebirth, Samar Nasraldin, The Untitled Project, and USCITA.
Chosen from over 70 applicants and carefully reviewed by a panel of 16 industry experts from Chalhoub Group and beyond, these rising stars represent the best of Saudi creativity and entrepreneurial spirit. Each brand’s journey is being supported by Chalhoub Group’s expertise in commercial growth and innovation.
A Launch to Remember
The Fashion Lab Cohort 2 kicked off with an unforgettable launch party at Iris Café in Riyadh. Attendees included some of Saudi Arabia’s most prominent figures in fashion, alongside mentors, supporters, and the brands themselves. The event provided an intimate look into the cohort’s visions, setting the stage for a transformative year ahead.
Since the launch, the ten brands have participated in a series of hands-on workshops and boot camps led by industry experts. These sessions cover a wide range of topics to equip the designers with essential tools for success:
- Building a Winning Brand by David Dessureault, Chalhoub Group’s Head of Business Development – Growth.
- Market & Customer Insights tailored to the Saudi market by Amelia Wilson and Ludovica Rizzo from Chalhoub’s Intelligence Team.
- Exploring Wearable Experiences in Roblox by Boltable Studios.
- Strategic Brand Development and Long-Term Planning with Ana Canadas, Director of Fashion Innovation at Chalhoub Group.
- Mastering Digital Media Strategies by Jamie Crawford, Chalhoub Group’s Director of Digital Marketing.
In collaboration with Khamsa, exclusive photoshoots and interviews have captured the cohort’s unique stories and designs.
Check out the stories of the following brands:
Noble & Fresh
Nora Al Shaikh
Fashion’s new horizon!
As the program moves forward, exciting opportunities await. A standout initiative is a collaboration with Boltable Studios to celebrate Saudi Founding Day. One brand will create three exclusive digital designs to be launched on Roblox, merging heritage with cutting-edge technology.
The brands are also expanding their reach through YARN, an e-commerce platform dedicated to showcasing Saudi talent. This marks a pivotal step in connecting these designers with new audiences and fostering sustainable growth.
With robust support from Chalhoub Group and partners like Khamsa, Snap Inc., Instagram, and the Cultural Development Fund, the future of Saudi fashion looks brighter than ever. Stay tuned for more updates and get involved:
- Follow the journey on Instagram and TikTok: ( @thefashionlab.sa on Instagram)
- Shop the brands on YARN: yarnofficial.com
