Five ready-to-wear labels Noble & Fresh, Nora Al Shaikh, Mona Alshebil, ArAm by Arwa Alammari and Samar Nasraldink and jewellery brand Apoa from Saudi Arabia are set to make their London debut with a pop-up at Selfridges‘ flagship on Oxford Street on Sunday. The pop-up, situated on the second floor of Selfridges, is inspired by the province of Al-Jouf’s lavender-filled natural landscapes and is aimed at accentuating each designer’s unique interpretation of Saudi identity, blending tradition with global appeal.

Taking local brands to global destinations like London falls under Saudi Vision 2030’s goals of cultural advancement and international engagement. The rise of local designers in Saudi Arabia has seen a significant surge, supported by initiatives from the Fashion Commission like the Saudi 100 brands program, which for the last few years has given Saudi designers access to mentorship, investment, and both domestic and global visibility.