JEDDAH, 27 October 2004 — A Saudi textile designer has given a refreshingly artistic look to the traditional shumagh.

“Saudis are proud of their national dress. While it remains substantially the same as it was, we have made it look fashionable with new designs, without breaking the traditional mold,” said Omran R. Malki, the designer.

“Our new designs reflect change and are a blend of tradition and modernity,” he said.

New designs add an artistic touch to the shumagh through improved quality of textile, texture and color. “Our new designs are conceptually new to make the shumagh fashionable in keeping with the concept of change,” Malki said. However, he emphasized, “they are innovative and flexible without compromising on tradition. The concept is original and the designs go well with the spirit of modern life.”

The new designs are targeted at distinguished Saudis who are conscious about their appearance at national, regional or international events. “So, our stress is on quality,” he added.

Overseas shumagh manufacturers and their local importers have spoiled the market by dumping cheap quality goods on it. They are “cheap in quality, texture, design and price.” Therefore, an effort is being made to preserve the shumagh’s original high quality, which Saudis have come to expect.

“We look at the shumagh as a vital part of the Saudi dress. So we’re not designing shumaghs just to market them, but to protect the traditional aspects of the national dress and develop it artistically,” he said.

Each of the 2005 shumagh range he presented at a media conference here recently is named. Al-Sheough, Classicy Kashmir, Mukhtalif, Red Shibel, Shababi, White Samagh and White Shibel are but a few.

They are all manufactured at the Desar factory at the Jeddah Industrial Estate. “This is the only of its kind in the world that has distinguished itself as authentic for Saudi national dress,” he said.

Every new design that Desar produces passes through stringent quality control tests before it is approved and marketed. “No doubt about it; our shumaghs stand out,” he said.