RIYADH: Riyadh Fashion Week is collaborating with Snapchat for the first time to showcase the creations of five Saudi Arabia designers at the Tasawar exhibition that uses augmented reality to bridge the physical and digital realms.
The Saudi Arabia brands featured are Aram Designs, Atelier Hekayat, Hindamme, Kaf by Kaf, and Abadia.
The exhibition, which began on Oct. 21 and will conclude on Oct. 24, is being held at the King Abdullah Financial District.
Abdullah Al-Hammadi, CEO of Snapchat in Saudi Arabia, said that the exhibition is the first of its kind in the Middle East that combines technology and the world of fashion.
“In the Tasawar exhibition, visitors can visit five rooms of Saudi designers, where they will learn about their stories and the use of different augmented reality technologies in each room,” Al-Hammadi told Arab News.
The Saudi Arabia brands featured are Aram Designs, Atelier Hekayat, Hindamme, Kaf by Kaf, and Abadia. (AN photo by Rahaf Jambi)
The Saudi Arabia brands featured are Aram Designs, Atelier Hekayat, Hindamme, Kaf by Kaf, and Abadia. (AN photo by Rahaf Jambi)
French toile fabric is the inspiration for Atelier Hekayat’s room, which is decorated entirely in black and white to match the brand’s aesthetic. However, they have included a yellow outfit exclusively for the Tasawar exhibition to recognize Snapchat’s efforts.
“Our participation in the Tasawar exhibition features certain Saudi aspects. It tells (our) ancestor stories that we grew up hearing from our forefathers and is designed in the manner of old Jeddah,” said Alya and Abeer Oraif, owners of Atelier Hekayat.
By adjusting a filter in a room, the theme is altered to help immerse visitors in the worlds of the various designers and their sources of inspiration. Visitors can even virtually try on some of the clothing.
Aram Designs’ room resembles an ancient Saudi Arabia house from the Najd region, with vibrant colors used as part of the designer’s attempt to highlight her heritage.
“You can wear my outfits thanks to Snapchat’s augmented reality technology, which allows visitors to try on the item before purchasing, making it one of the newest technologies in the fashion industry. This room is inspired by Aram, which borrows a lot of its theme from Saudi culture and decorates in the style of Najd’s doors and windows,” said Arwa Al-Ammari, owner of Aram Designs.
