JEDDAH: Fashion and couture are on the rise in Saudi Arabia with theincrease in young Saudi fashion icons and the growth of the creativecommunity.
In 2018, the Kingdom hosted its first Fashion Week in Riyadh and also madehistory by lifting its driving ban on women.
With the growth of female empowerment in Kingdom, Renad Hefni, a fashiondesigner and graduate of Dar Al-Hekma University, began her brand Royaledto empower young women in the country.
Hefni believes that “changing someone’s appearance can lead to changingpeople’s attitude toward one another.” Her brand celebrates female power.
“Royaled looks to celebrate every woman who treasures her character bycrowning her with a virtual crown and a throne fit for the queen aura thatradiates with inspiration. Jeweled with grace, charm and confidence,” shesaid.
Hefni told Arab News that to her the crown represents power, victory andglory. “It symbolizes leadership to closely align the women of the 21stcentury with their rights of passage to confidence and influence.”
She believes Royaled will stand out to young Saudi women as it representstheir need to thrive and conquer.
“When everyone started to see the brand, they understood the messagecompletely — from the logo to the slogan to all the crowns placed on everygarment. Being recognized, understood and appreciated for why I became adesigner is my proudest achievement,” Hefni said.
She promotes women’s rights through her fashion label. One of hercollections, titled “Enthrone,” consists of half garments to let women feelthat “they are the missing beautiful piece in every garment.”
Hefni won the Women Appreciation Month fashion award created byFemi9fashion brand in Jeddah.
Royaled has already made a name for itself with two fashion shows in Dubaiand more to come. Royaled has a broad vision for the future.
“Our vision is to reach a wider audience in different countries and todress some of the most powerful and well-known women. Royaled looks toexpand its target market and reach international fashion weeks.” The brandhas launched its spring/summer collection “The Ruler.”
Inspired by the 1980s hiphop style mixed with Middle Eastern glam, thecollection reminds women “of their power and confidence, creating amovement, an army of strong and capable women,” reads a post shared on thebrand’s Instagram page.
UAE-Yemeni singer Balqees Fathi appeared in a video clip wearing Royaled’stower collar vest.
Royaled was established in 2015 — it is a new name that has made big steps.See the brand’s page on Instagram: @RoyaledbyRH.