DUBAI: A new collaboration between Saudi fashion label HINDAMME and Arts AlUla’s Madrasat Addeera is bringing the Kingdom’s ancient heritage into contemporary design through a limited-edition collection.
Inspired by AlUla’s 7,000 years of continuous human history and striking natural landscapes, the collection merges traditional craftsmanship with a modern aesthetic.
Designed by Saudi creative Mohammed Khoja and co-created with more than 26 artisans from arts hub Madrasat Addeera, the collection features a curated range of abayas and shirts. (Supplied)
Designed by Saudi creative Mohammed Khoja and co-created with more than 26 artisans from arts hub Madrasat Addeera, the collection features a curated range of abayas and shirts crafted from diverse materials. Each piece draws on AlUla’s identity as a historic crossroads of civilizations, incorporating motifs inspired by ancient rock carvings, or petroglyphs, found across the region. References include the inscriptions of Jabal Ikmah, an open-air archive of Dadanitic and Lihyanite texts dating back to the first millennium B.C. These historic elements are interwoven with depictions of native flora and fauna, such as the moringa plant and the Arabian oryx, transforming cultural and natural heritage into wearable art.
Madrasat Addeera, located in AlUla’s AlJadidah Arts District, plays a central role in the project. Once the site of the region’s first girls’ school, it has since been reimagined as an arts and design centre dedicated to preserving and evolving traditional crafts.
“AlUla has been a source of inspiration and creativity. This legacy, reflected across its heritage sites and natural landscapes, is brought to life through this collection,” Hamad AlHomiedan, director of arts and creative industries at the Royal Commission for AlUla, said in a released statement.
References include the inscriptions of Jabal Ikmah, an open-air archive of Dadanitic and Lihyanite texts dating back to the first millennium B.C. (Supplied)
The project builds on an ongoing relationship between Khoja and AlUla, following a 2019 collection inspired by the destination that was exhibited at the National Museum of Saudi Arabia. For the designer, the latest collaboration deepens that connection.
“AlUla has always been a profound source of inspiration for me,” commented Khoja. “It is a place where history feels alive, layered and deeply present. This collection is about proving that heritage is not something we preserve behind glass, but something we evolve, wear and carry forward. The artisans were central to this collaboration. Their knowledge, intuition and approach to craft added depth and authenticity.”
