This season, Riyadh welcomes an event that promises to transform not only how we shop, but how we experience fashion. Introducing BLUE – more than a pop-up, it’s a curated platform where art, design, sustainability, and conversation intersect. Sponsored by the Saudi Fashion Association as a nonprofit partner, powered by webook.com as Strategic Partner, and proudly presented with The Saudi Times as Media Partner, BLUE sets a new standard for what fashion events in the region can achieve.
At the center of this concept are two visionary women. Lama Al-Fozan of Saudi Arabia and Dana Al-Ghanem of Bahrain. Together, they set out to create something more meaningful than the typical fashion showcase. While Dana’s background in finance laid the strategic foundation, it is Lama’s unique vision, drawn from her successful career in sports investment and partnerships, that guides the soul of BLUE.
In an exclusive conversation with The Saudi Times, Lama shared,
“We kept seeing opportunities missed. Designers were showing beautiful work, but the depth wasn’t there. We wanted to build a space where creativity is seen, heard, and celebrated. BLUE is about connection, not just commerce.”
That intention is brought to life through an experience featuring 35 hand-selected designers from Saudi Arabia, the region, and beyond. Brands were chosen not only for their exquisite aesthetics but for their stories, craft, and commitment to innovation.
Panels, workshops, and open discussions will explore key themes including the future of Saudi fashion, authentic sustainability practices, and the business behind design. Visitors can participate in meaningful dialogue and discover the people behind the brands. Meanwhile, a carefully curated food and beverage experience encourages guests to linger, connect, and engage beyond the shopping floor.
As Media Partner, The Saudi Times will be covering BLUE with full editorial depth. Following the event, we will reveal our exclusive Editor-in-Chief’s Top Brand Picks along with the Managing Editor’s Selections. These highlights will focus on pieces and talents that embody creativity, fearless design, and cultural relevance.
So stay tuned. This is just the beginning. Something powerful is unfolding in Riyadh. Style is only the surface – and The Saudi Times will take you deeper.
A thoughtfully curated experience bringing together local and international brands in fashion, ready-to-wear, Ramadan collections, and jewelry, paired with exciting F&B experiences for a refreshed way to shop.
