Princess Noura Bint Faisal Al Saud has been announced as the CEO. 

The sportswear brand JAY3LLE is set to launch in Saudi Arabia. Scheduled to drop in November, the company is backed by members of the Kingdom’s royal family and aims to showcase the country’s cultural identity and sense of community.

JAY3LLE offers a modern athleisure and sportswear aesthetic. The brand is built on the pillars of creativity, cultivation and collaboration. It has now been announced that Princess Noura Bint Faisal Al Saud will serve as the brand’s CEO. The collection features designs by Johan Lindeberg and his daughter Blue Lindeberg.

The brand will draw inspiration from the character of Saudi Arabia, while also embracing global cultural movements from cities such as New York and Paris. The vision is to create a fashion brand where communities converge, yet one that remains rooted in the Arab world.

Johan Lindeberg explained: “We are proud to become a Saudi brand and to have our central creative hub in Riyadh. I consider this as the most important project of my life. To be part of the creative transformation in Saudi, and to create a luxury and community brand with the foundation in golf from Riyadh in this moment is incredibly inspiring. 

“I’ve been developing brands from LA, NYC, London and Stockholm. It’s always so much more powerful when you can sync it with a change and new dynamic in society. Saudi has a great position between global South and North, and together with the innovative transformative energy and dynamism, it’s very special to launch JAY3LLE with a new generation women’s collection with a progressive woman as our CEO, Princess Noura also inspires us to initiate our brand community from a woman’s perspective”.

JAY3LLE has previously created collaborations with other fashion brands. The adidas x JAY3LLE collection combined luxury fashion with performance. The collection aimed to refine women’s clothing in the golfing world. 

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GO: Visit www.jay3lle.com for more information.