PARIS: Saudi Arabia is continuing its multi-billion-dollar entry into all aspects of global culture, hitting a new milestone on Thursday with the first Saudi designer presenting at Paris Fashion Week.
Mohammed Ashi’s haute couture show – his first as part of the official roster after years of dressing top celebrities – is “the peak of my career,” he was quoted as saying in an AFP report.
Ashi forged his own path, having left the kingdom three decades ago, but his promotion to the top league is neatly timed as Riyadh announces its own fashion week in October and says new freedoms will create retail opportunities worth $32 billion a year.
Fashion is just one strand of a strategy that has seen de facto ruler Crown Prince Mohammed Bin Salman divert its oil wealth into movies, sports, video games and tourism, while overseeing dramatic social changes within the kingdom.
Many worried it was all just a smokescreen to defuse criticism of his human rights record, especially after the gruesome murder of dissident journalist Jamal Khashoggi in the Saudi consulate in Istanbul in 2018.
But the changes ran further and deeper than almost anyone expected.
The Saudi elite already spent vast sums on international luxury brands for events behind closed doors.
But the Saudi Fashion Commission claims new freedoms around public dress and a growing private sector will see retail sales surge by 48 percent to $32 billion between 2021 and 2025.
