RIYADH – A young Saudi Arabian princess inspired by her time living inTokyo is the new face of fashion in an ultraconservative kingdom, wheredramatic reforms have sparked equal parts optimism and scepticism.
Princess Noura bint Faisal Al-Saud, the great-granddaughter of SaudiArabia’s founder, was named honorary president of the Arab Fashion Councilin December.
The royal, who turns 30 on Sunday, this month oversaw her country’s firstArab Fashion Week, headlined by Jean Paul Gaultier and Roberto Cavalli.
With a shayla headscarf draped over her hair, the princess is warm,welcoming and eloquent, the exact image that fans have hailed as the futureof Saudi Arabia and critics have dismissed as little more than windowdressing in one of the most restrictive countries in the world.[image:fashion2]——————————
“Absolutely I understand people’s perspective,” Princess Noura told AFP inan interview in Riyadh. “Saudi Arabia has strong ties with its culture. Asa Saudi woman, I respect my culture, I respect my religion.
“Wearing the abaya or being if you would like to call it conservative inthe way we dress is something that is part of who we are. It’s part of ourculture … this is how our life is, even while travelling,” she said.
Saudi Arabia has witnessed rapid policy change since the June appointmentof Crown Prince Mohammed bin Salman, son of the king and heir to his throne.
From this summer, women will be allowed to drive in the kingdom. The crownprince has also hinted that the abaya, the neck-to-toe robe worn by women,may no longer be compulsory.
*‘Safe couture’*
The first Saudi Arabian edition of Arab Fashion Week opened on April 11,two weeks behind schedule, under the eye of Princess Noura.
Organised by the Arab Fashion Council, the event drew internationalattention both as a watershed in Saudi Arabia and for its controversialconfiguration, which saw the shows restricted to women – and banned tocameras.
The lineup included Saudi Arabia’s own Arwa Banawi, whose The SuitableWoman range is adored by fashionistas across the region, and MashaelAlrajhi, the eponymous gender-inclusive label of a rarely seen Saudisheikha.[image: fashion4]——————————
Princess Noura said the limited access was “part of the restrictions thatwe have to follow as part of the culture. It was a women-only event andsome women are coming to the event – most of them, I would say – feelingsafe.
“I’m coming to see fashion without having to worry about anyone taking mypicture. I want to enjoy it.”
Pictures of the event were taken by the fashion council’s photographers andreleased after the approval of Saudi Arabia’s General EntertainmentAuthority.
*‘Fashion for everyone’*
The princess graduated from Tokyo’s Rikkyo University with a Masters degreein International Business with a Japanese Perspective.
She cites her time in Japan as a major influence on her approach tofashion, business and people at home.
“That’s where the whole love of fashion started,” she said. “So I think Ibring back a lot of Japan to Saudi … The respect of others, the respectof other people’s culture, of other people’s religion.”
The cultural influence of Asia is visible in Riyadh, where the crossoverbetween the kimono and abaya is growing in popularity among fashion-lovingyouth.
Ready-couture, the halfway point between haute-couture and ready-to-wear,has also skyrocketed in the region with the rise of social media andinfluencers, and Saudi Arabia has an eye on that market – as a futuremanufacturing hub.
“Couture is no longer affordable to a lot of people,” said Princess Noura.”It was something that was part of fashion and still is … but these dayspeople are focusing even more on ready-to-wear which is something thateveryone can indulge in, everyone can wear, everyone can be part of.” -APP/AFP