In a groundbreaking event that marks a significant shift in Saudi Arabia's cultural landscape, the Red Sea Fashion Week welcomed swimwear-clad models to the runway last Friday. This historic event, which took place at the St Regis hotel in the Ummahat Islands, is a testament to the progressive reforms initiated by Crown Prince Mohammad Bin Salman (MBS) under the Vision 2030 program.
The fashion show featured the Moroccan brand, eau swimwear, showcasing its bold designs, premium quality, and commitment to setting the bar. Models strutted down the catwalk in one-piece swimsuits, off the shoulder bikini tops, and thigh-high split sarongs, challenging the traditional norms of the conservative country.
This event is a significant departure from the past, where women were expected to dress modestly at all times, and a head covering and Abaya - a robe-like dress - was compulsory. MBS has sought to reform women's rights in Saudi Arabia, making the black cloak optional along with several other progressive rulings, including lifting a ban on women driving in 2018.
The fashion industry in Saudi Arabia, accounting for $12.5 billion or 1.4% of national GDP in 2022 and employing 230,000 people, is a key part of the country's social and economic reform program. The Red Sea Fashion Week at the St Regis Red Sea Resort is part of Red Sea Global, one of the giga-projects at the heart of Vision 2030.
The fashion show was met with positive reactions, with attendees praising the courage and bravery of the event. Raphael Simacourbe, a French influencer, said, "That's very brave from them to do that today, so I am very happy to be part of it."
Yasmina, the brand's designer, expressed her honor at being involved in this historic moment. She said, "When we came here, we understood that a swimsuit fashion show in Saudi Arabia is a historic moment, because it is the first time to have such [an] event."
The event represents a significant step forward for Saudi Arabia, showcasing its commitment to opening up to the world and growing its fashion and tourism sectors. It is a testament to the transformative power of MBS's Vision 2030, which aims to modernize the country while preserving its cultural and religious values.
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