How Qormuz is shaping Saudi Arabia’s fashion future

Editor’s note: This story is excerpted from our exclusive report Driving revenue in the Middle East: Saudi Arabia and UAE. To obtain a copy visit our reports section. Saudi Arabia is undergoing a fashion renaissance. No longer mere consumers, the kingdom is emerging as a hotbed for creatives eager to take the global style narrative into their own hands. Leading the charge is Abdulrahman Abed. Since founding lifestyle brand Qormuz in 2017, the designer has taken the region by storm, putting Saudi heritage in the spotlight. In 2023, he went viral when his embroidered jubbah (a long, loose-fitting men’s robe worn in Muslim countries) appeared on the red carpet at the Venice International Film Festival. In 2024, he was one of the 30 homegrown talents selected to present at Riyadh Fashion Week — cementing Qormuz as a key industry player. At the heart of Qormuz’s success is its artistry. The brand offers a range of products — including apparel, jewelry, fragrances, and cups — all crafted in collaboration with Saudi artisans. Most recently, it launched a summer bag collection featuring woven rattan, a tribute to the palm trees of the Arabian Peninsula and a timely nod to the Ministry of Culture’s designation of 2025 as the “Year of Handicrafts.” As Saudi Arabia’s cultural confidence grows, connecting with local consumers requires more than exporting global trends; it calls for authentic storytelling and meaningful community engagement. Abed shares more in this exclusive interview with Jing Daily. Jing Daily: How do you describe your brand? What has been the key to your success? Abdulrahman Abed: Qormuz is more than just a fashion brand — it’s a creative movement that fuses Saudi heritage with contemporary design. We craft pieces that tell stories, blending tradition with modern aesthetics in a way that resonates both locally and globally. Our success stems from authenticity, storytelling, and innovation. We don’t follow trends; we set them by creating meaningful designs that reflect identity and culture. People don’t just buy our products — they connect with them. Add to that our commitment to quality and craftsmanship, and you get a brand that stands out in a fast-moving industry. JD: What are some key characteristics of Saudi consumers when it comes to fashion and style preferences in the Middle East? Anything that differs from global trends? AA: Saudi consumers are bold, expressive, and deeply connected to their identity when it comes to fashion. They appreciate a balance between modernity and tradition, seeking pieces that allow them to make a statement while staying true to their cultural roots. Modesty is important for many, but that doesn’t mean compromising on creativity or personal style. One unique trait is their emotional connection to fashion. They don’t just buy clothes; they buy stories, meanings, and symbols of identity. Unlike some global markets where trends are purely aesthetic, in Saudi, fashion is cultural storytelling. Another key difference? A fast-paced, tech-driven approach to style. Saudi consumers are highly digital, adapting global trends instantly but reinterpreting them through their own lens, making every trend feel uniquely theirs. JD: How much does social media impact the buying habits of consumers in Saudi Arabia? What are the most important apps for you and how are you utilizing them? AA: Social media is the beating heart of fashion in Saudi Arabia. It’s not just marketing — it’s influence, inspiration, and interaction. People discover, engage with, and buy fashion through platforms like Instagram and TikTok more than anywhere else. Instagram is where we showcase the brand’s identity, visuals, and storytelling, while TikTok allows us to create engaging, trend-driven content that connects with younger audiences. These platforms aren’t just for advertising; they are where we build a community, share our brand philosophy, and create experiences that resonate. The fashion-buying journey today is digital-first, and brands that understand how to craft stories, not just sell products, will always have an edge. JD: What advice would you give global brands interested in partnering with local brands like yourself? AA: Understand before you expand. Global brands that succeed in Saudi aren’t just the ones that enter the market; they’re the ones that immerse themselves in the culture. The Saudi fashion scene is evolving rapidly, and consumers are looking for authenticity, not just presence. Partnering with a local brand like Qormuz isn’t just about market access — it’s about co-creating something meaningful. The best collaborations happen when international brands respect and amplify local narratives, rather than just imposing their own.

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How Qormuz is shaping Saudi Arabia’s fashion future