Riyadh Fashion Week ‘24: HYPE Partners with Saudi Fashion Commission to Shape Showpiece Event

A new season, a new stage. As the fashion world turned its gaze towards Saudi Arabia’s capital city, HYPE was once again at the forefront as strategic partner of the Saudi Ministry of Culture's Fashion Commission to elevate Riyadh Fashion Week 2024 to new heights.

Building on the success of the previous year’s debut edition, our partnership with the Fashion Commission has evolved into an even more dynamic collaboration that fuses creativity and strategy, and together, we wove a tale of fashion, innovation and cultural impact.

For Riyadh Fashion Week 2024 (October 17th-21st), HYPE stepped into the role of strategic PR and communications partner across an expanded five-day run, with our dedicated team working to ensure that every facet of the event, from its runway shows to its showrooms and exhibitions, was amplified to a global audience.

As one of the key tenets of the Fashion Commission’s efforts to cultivate a vibrant fashion industry and elevate Saudi talent to the global stage, Riyadh Fashion Week showcases the best in Saudi creativity and culture, this year taking place across three venues: Tuwaiq Palace, Digital City and JAX Diriyah Biennale Foundation.

With collections from no less than 27 different designers covering everything from couture to streetwear, the event proved to be every bit of what it promised: an immense showcase and celebration of a fashion scene that is finding more and more international acclaim with each passing month. 

The likes of Abadia, Atelier Hekayat, Honayda, Tima Abid and Kaf by Kaf - coming off a special runway show with adidas just days before - all made a mark, with collections exploring themes as wide and varied as wildlife and technology. The latter manifested itself most spectacularly during Kaf by Kaf’s runway show featuring a robot model. 

It all made for a rather sensational spectacle of style, with HYPE working on everything from press outreach and media collaborations, to content creation and influencer and VIP management. Standing together with the Fashion Commission as consultant and advisor, we leveraged our expertise and experience in fashion, events, media and public relations to position it as an increasingly must-attend event on the fashion calendar. 

Riyadh Fashion Week is just one of a whole host of projects that HYPE is working on with the Commission as part of our partnership. Prior to the week, we joined the Commission in London for an occasion that doubled up as its latest investment roadshow and the launch of the 2024 ‘State of Fashion Sector in Saudi’ Arabia report, a deep-dive into all facets of the fashion industry in the Kingdom. 

Coming up is Hia Hub x Fashion Futures, the region’s leading fashion, beauty and lifestyle conference between October 30th and November 3rd, at JAX District in Riyadh.

Stay tuned for more.