Art AlUla’s Madrasat Addeera — billed as “a platform dedicated to heritage-led creativity” — has teamed up with Saudi fashion label HINDAMME to release a limited-edition handmade collection.
“The collection is rooted in AlUla’s landscape — its tones, its textures, its quiet intensity,” HINDAMME’s creative director Mohammed Khoja tells Arab News.
“References like petroglyphs or stone carvings at archaeological sites and native flora and fauna are present, but they are abstracted and refined into a modern language.”
Each piece was created in collaboration with female artisans of Madrasat Addeera. “Their craftsmanship is not an addition; it is the foundation,” Khoja stresses. “Each garment becomes a living narrative of AlUla.”
The meticulous work meant each of the pieces took one to two months to complete. For Khoja, that too is part of their appeal.
“That time is not a limitation, but a luxury. It reflects patience, precision, and generations of knowledge. These are pieces with weight and meaning. Working with the artisans transformed the entire process. It introduced a different pace, one that prioritizes care, detail, and human connection. It reminds us that true luxury is not just how something looks, but how it is made and who it represents,” he says. “In a world driven by speed and volume, choosing to create slowly is a statement. It means valuing intention over urgency, and depth over repetition.”
And the collaboration extends beyond fashion, he notes: “It contributes to building a sustainable creative ecosystem that empowers women, preserves heritage, and transforms craft into opportunity while embodying AlUla’s broader efforts to protect its natural legacy.
“For me, this project reinforced that design is not just about creation, it is about exchange,” Khoja adds. “It also reaffirmed something I strongly believe: craftsmanship is not a technique; it is a cultural language. And when that language is respected and elevated, it has the power to resonate far beyond where it comes from.”
The Saudi fashion industry as a whole is beginning to “resonate far beyond where it comes from.”
“What is important is that we are not looking outward for validation. We are building from within, grounded in our own culture, our own stories, and our own perspective,” Khoja says. “We are not trying to fit into the global narrative. We are contributing to it on our own terms.”
