A dramatic backdrop of smoke and fog machines, enormous floral décor, and confetti cannons set the scene for Saudi fashion house JINO to showcase it’s 2018 F/W collection at the palace of Saudi Prince Talal bin Saud Al Saud in Riyadh. The spectacular show was an hour long and showcased a number of covetable looks inspired by current high fashion trends.
Designer and Princess, HH Noura bint Talal Al Saud spoke about the fashion extravaganza and stated, “This is our eighth show so far, but every show feels different. It always feels special. There is always more to achieve and more to show. And this collection is no different. We want every Saudi woman to love herself, love her body, and accept her own beauty. And that is what this collection is about at its core: Accepting ourselves and accepting others for who and what we are and what we look like.”
Princess Noura said that the response to the show had been “amazing.” Adding, “It is wonderful that our society has been so open and accepting of positive change without compromising any of our dearest values and traditions.” The princess also stated that the main inspiration behind the collection was “Acceptance”.
Modest fashion wasn’t amiss at this Saudi fashion show, as the collection boasted lust worthy pieces including modern jackets and coats as well as more traditional abayas and cloaks. Going with a classic global trend often seen at Isabel Marant, Vivienne Westwood and Burberry, many of the designer pieces by JINO used plaid throughout the collection. Abayas were bold and colourful with unique cuts and fabrics to offer up a modern play on the otherwise traditional garment.
Princess Noura and Al Johara
Vice president and creative director of JINO, Aljohara bint Abdulrahman Alslaiteen spoke about the collection and stated, “The new collection is based on the season’s main streetwear trends, resulting in creations sporting mixed fabrics that render both bright and chic silhouettes with international appeal. Our strategy is to make every woman feel unique in her own style, which is why we produce every design in limited numbers.”
The much sought after brand, JINO, was created over a decade ago by Princess Noura and Alslaiteen to breathe a new lease of life into traditional Saudi fashion and is now a leading fashion house both locally and internationally. Princess Noura also said of the brand’s mission, “Since its foundation, JINO has had contemporary women in mind. It is fashion that is designed by Saudi women for Saudi women. Fashion is an important tool to empower women and strengthen their role in our society as they feel more confident, especially with style that expresses the modern Saudi identity. That is our philosophy and with every new collection we try to implement it, working toward a national Saudi sustainable fashion sector in line with Vision 2030.”