The event has been created with Saudi 100 Brands. 

Selfridges has long welcomed creatives from around the world. Now, it has teamed up with Saudi Arabia’s Saudi 100 Brands for a pop-up. Running from 3 June to 3 August, the Selfridges and Saudi Arabia exhibit will be located on the second floor of the Oxford Street store in London. 

The Saudi Arabia and Selfridges pop-up is supported by the Saudi Fashion Commission and the Saudi Cultural Development Fund. The experience gives you a chance to explore the Kingdom’s fashion industry. Different designers have come together to showcase their visionary designs, and outlook on the future of fashion.

The Saudi Arabia and Selfridges pop-up will bring together five ready-to-wear labels. The line-up includes ArAm by Arwa Alammari, Noble & Fresh, Nora Al Shaikh, Mona Alshebil, and Samar Nasraldink. The space is fittingly Saudi and draws inspiration from the country’s Al Jouf province, renowned for its lavender-filled landscape. 

Launched in 2021, Saudi 100 Brands is a programme that was created to help local fashion designers. Whether it’s accessories, bags, clothing, fragrance, footwear, or jewellery, it has been instrumental in helping a range of emerging talents onto the local as well as global stage.

Ammar Bogari, from Saudi Arabia’s Ministry of Culture, explained: “I’m excited for the next milestone of the Saudi100 Brands programme — a landmark collaboration with Selfridges that brings Saudi creativity to the global stage. This curated retail pop-up will showcase Saudi talent, celebrating innovation, culture, and style in one of the world’s most iconic fashion destination”.

Saudi Arabia isn't the only Middle Eastern country investing in London department stores. Qatar has already acquired London's super-famous Harrods department store. But before the Selfridges’ acquisition, Saudi Arabia had already made significant forays into the UK market, holding majority ownership of the Newcastle United football club and the second-largest stake in luxury carmaker Aston Martin.

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GO: Visit www.selfridges.com for more information.