DUBAI: Kawthar Alhoraish, founder of Kaf by Kaf, has established herself as a prominent figure in Saudi Arabia’s burgeoning fashion scene. Her recent nomination as a finalist for the Ready-to-Wear Award at the 2024 Fashion Trust Arabia Awards is a testament to her growing influence — placing her in a select group of designers from across the region, each vying for one of the most prestigious accolades in Middle Eastern fashion — and reflecting her dedication to her craft and her commitment to showcasing Saudi culture on the international stage.
“It’s a dream come true to be recognized alongside such talented designers from the region. I am deeply grateful for the support and encouragement I have received from my team, family, and the fashion community,” Alhoraish tells Arab News. “As a Saudi designer, I feel a deep sense of pride and responsibility to showcase the beauty and diversity of our culture through my work. I hope to inspire other Saudi designers and encourage them to pursue their dreams in the world of fashion.”
Her FTA nomination, Alhoraish knows, will give her a platform on which to showcase her work to a broader audience, attract new customers and engage with potential retailers and investors. “This recognition can open up new doors and opportunities for my business,” she said.
There’s also the small matter of financial grants ranging from $100,000 to $200,000 for the winners, depending on the size of their business, plus another $50,000 for the recipient of the Franca Sozzani Debut Talent Award. Collections from the winners in the Evening Wear, Ready-to-Wear, Accessories, and Jewelry categories will also be showcased by the FTA’s retail partner, Harrods, for one season, providing invaluable exposure on a global stage.
“The impact of having my collection showcased at Harrods would be immense for Kaf by Kaf. It would elevate the brand’s prestige and credibility on the global stage,” Alhoraish says. “The association with such a prestigious department store would lend a sense of luxury and exclusivity to the brand, further solidifying its position as a leading name in Saudi fashion.”
The winner of the Ready-to-Wear category, for which Alhoraish is a finalist, will also receive an internship in London with Huntsman and create a capsule collection to be sold on the retailer’s e-commerce platform. Furthermore, luxury ethical fashion retail platform Maison De Mode will provide a tailored mentorship to all seven winners, focusing on the importance of sustainability and ethical fashion practices.
Alhoraish has already made plans for the financial grant if she wins, including investing in expanding her business — which she founded in 2019 — across the Middle East and North Africa region and into global markets.
“I would invest in new equipment and machinery to increase production capacity and meet growing demands. I would also use the funds to explore new product categories, such as accessories or home goods, while staying true to the brand’s aesthetic.” she explains.
Alhoraish’s designs — which employ intricate textiles, vibrant colors, and traditional craftsmanship — are influenced by her Saudi heritage, which she blends with modern touches.
“For example, I might use traditional embroidery techniques on contemporary silhouettes or incorporate traditional patterns into a more minimalist design,” she says. “I also believe in the power of storytelling, and I often draw inspiration from historical events or cultural narratives to create designs that have a deeper meaning.”
Regardless of the outcome of the FTA Awards, Alhoraish has ambitious plans for Kaf by Kaf.
“Within Saudi Arabia, I aim to establish the brand as a leading luxury fashion label, renowned for its quality, craftsmanship and cultural significance,” she says. “I envision Kaf by Kaf becoming a household name, synonymous with elegance and sophistication.”
