Saudi Arabia’s Leem is the first Middle Eastern brand on Selfridges.com

The fashion label boasts modest dresses, loungewear and kaftans.

Saudi Arabia’s fashion labels have been strutting into the mainstream. So much so, the Kingdom’s Leem has broken new ground, and become the first Middle Eastern brand ro be featured on Selfridges.com.

Selfridges is based on Oxford Street in London, and is one of the world’s most famous department stores. The one-stop shop is brimming with brands, which cover accessories, clothing, shoes, make-up and more. The fashion labels range from streetwear to luxury lines, and the offering is always on-trend and with an international appeal.

Founded in 2018, Leem is famous for its modest wear. The current collections include cosy wear, festive wear, knit dresses, statement wear and winter separates. The items include Bisht, dresses, loungewear and kaftans.

Miles Young, Managing Director at Al Hala Group, Leem’s parent company, explained: “We were thrilled to be expanding Leem’s presence internationally. Selfridges is the perfect platform to showcase our unique aesthetic”.

The Kingdom is putting its fashionable foot forward. Riyadh Fashion Week launched in October 2023, and marked a shift in Saudi Arabia’s approach to the industry. Running from 20 to 23 October, it included 16 runway shows and 30 designers.

The local label RAMZEN also recently put on a fashion show at Diriyah, and created a collection inspired by the UNESCO World Heritage Site, At-Turaif. Founder, Abdul Al-Romaizan, explained: “I believe that Riyadh will be the fifth fashion capital. The world will see this becoming a reality. The level of taste and sophistication that characterises Saudi society is nothing new”

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