Elevating Saudi Arabia Fashion Realm: Marriam Mossalli Empowering Journey
A quick search of Marriam Mossalli name unveils her resolute mission to thrust Saudi Arabia fashion scene onto the global spotlight—a vision she has fervently championed for years.
Founder of the luxury communications agency Niche Arabia, Marriam illustrious career also spans lifestyle journalism and book authorship, with titles including "Glamour Globals" and "Under The Abaya: Street Style From Saudi Arabia"—the latter celebrating the diverse Saudi fashion landscape and its empowered women.
She has been a beacon for Saudi Arabia fashion industry, representing the nation as a pioneer and ambassador, exemplified by her exclusive invitation to the White House Celebration of Design Gala, an honor extended by Michelle Obama herself.
In 2019, Marriam added another feather to her cap by launching the Saudi Style Council, a non-profit platform dedicated to nurturing and showcasing emerging Saudi creatives on local and international stages. Here, she shares her insights with Nina Catt on style, substance, and dreams for the next generation.
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Ads by THE KURATOR: What the common thread uniting all your endeavors?
MARRIAM MOSSALLI: An unwavering love for the Kingdom. Whether shaping effective communication strategies that resonate with local audiences, supporting female-owned businesses through diverse services, or mentoring emerging local creatives to produce authentic 'Made in KSA' content, my mission has always been to pave the way for more Saudi voices to be heard. My generation witnessed a Saudi without global attention.
We had to fight to have our voices heard—and fight even harder to counteract external biases and negative stereotypes. Advocating for Saudi voices was a pursuit long before it became fashionable. Niche Arabia emerged during private mixed events and fashion shows. Under The Abaya was founded before 'women empowerment' became a trend. Saudi Style Council, though in its infancy, has already championed creatives' value and compensation in international collaborations.
TK: Tell us about the Saudi Style Council and its creatives.
MM: Certainly. It a community serving local creatives—creative directors, photographers, makeup artists, and set designers. We're a reference and resource hub for the fashion and content creation landscape. Our board comprises trailblazers who pioneered Saudi fashion industry: Rajaa Momena, an educator behind Saudi oldest fashion institution; Sofana Al Dahlan, the Kingdom first licensed female lawyer specializing in intellectual property rights; Yahya Al Bishri, royal tailor known for blending traditional and contemporary designs; and Eyad Mashat, CEO of Fad International, whose brand Femi9 is designed by young female talents.
TK: What the most common misconception about Saudi fashion scene?
MM: A decade ago, while consulting with international brands, I often encountered non-Arab PR agents, marketers, and buyers who viewed the GCC as one homogeneous entity, disregarding nuances among states and their consumer behavior. Brands would often sell maxi versions of their products without understanding the Saudi consumer preferences.
Now, as Saudi becomes less segregated, modest fashion is emerging. Many don't realize that abayas already existed for public coverage. Brands are beginning to understand our aesthetic and hiring locals for informed decisions.
TK: How is the market evolving?
MM: The retail landscape is evolving from homegrown concepts and mega bazaars to a competitive arena with international players and formalized local brands. Entering the market successfully is tougher now.
You need to understand your consumer, their preferences, and the right price point. The Saudi consumer is savvy and well-connected through e-commerce. Brands need to offer quality, as customers can now compare prices online. It reshaping local retail.
TK: Who do you admire currently?
MM: Brands and designers returning to their roots, blending heritage with contemporary designs. Sama Khashoggi of Samah Abayas used traditional Hejazi techniques for her Red Sea Collection. Local brands showcase heritage in modern ways, incorporating bisht weaving or Al-Qatt Al-Asiri print. I'm proud that we export our aesthetics to the world.
TK: Your hopes for the next Saudi creatives?
MM: To fight against western influences and demand fair representation. We shouldn't work for free for international brands or local institutions. If they value our creativity, they should value our right to be compensated. I aim to nurture the next generation and guide them.