Paris, France – Saudi Arabia is once again taking center stage at Paris Fashion Week, with the return of the prestigious Saudi 100 Brands program for an exclusive showcase at Tranoi. This strategic presence underscores the Kingdom’s accelerating ambition to solidify its position as a significant player on the global fashion stage.
The showcase, meticulously curated by the Saudi Fashion Commission, offers international buyers, media, and fashion enthusiasts a compelling glimpse into the vibrant and rapidly evolving world of contemporary Saudi design. Set to take place from June 24 to 27, the dedicated showroom is located on the distinguished fifth floor of the iconic La Samaritaine department store in the heart of Paris.
A Platform for Emerging Talent
Central to this year’s presentation are the Spring-Summer 2026 collections from 11 trailblazing Saudi designers. These creatives represent a diverse cross-section of the Kingdom’s design talent, spanning ready-to-wear, accessories, and jewelry. Their participation in Tranoi, a globally recognized professional trade fair, provides an invaluable platform for exposure, networking, and potential commercial opportunities within the highly competitive international market.
The Saudi 100 Brands initiative itself is more than just a seasonal showcase; it is a comprehensive program designed to nurture and elevate Saudi design talent. By providing designers with training, mentorship, and international exposure opportunities like the one in Paris, the program aims to build a robust and sustainable fashion ecosystem within the Kingdom. The return to Paris Fashion Week, following previous successful appearances, signifies the program’s sustained commitment to its designers and its strategic goals.
Fostering Cultural Exchange Through Fashion
A key objective of the Saudi 100 Brands presence in Paris is to facilitate meaningful cultural exchange through the medium of contemporary Saudi fashion. The showcased collections are not merely garments or accessories; they are narratives that blend traditional influences with modern aesthetics, offering a unique perspective on Saudi identity in the 21st century. This initiative serves as a bridge, connecting Saudi creativity with the diverse global fashion community and fostering a deeper understanding of the Kingdom’s evolving cultural landscape.
Burak Cakmak, Chief Executive Officer of the Saudi Fashion Commission, emphasized the significance of this return. “Our presence at Tranoi during Paris Fashion Week reflects our unwavering commitment to showcasing Saudi creativity at the highest level,” Mr. Cakmak stated. He added that such international platforms are crucial for “deepening connections with the international fashion community” and building strategic relationships that benefit Saudi designers and the wider industry.
Strategic Vision for Global Impact
The Saudi 100 Brands program and its visibility at major international events like Paris Fashion Week are integral components of Saudi Arabia’s broader long-term vision to establish itself as an essential presence in the global fashion industry. This includes developing local infrastructure, attracting foreign investment, and positioning the Kingdom not only as a market for fashion but also as a source of innovative design and talent.
The Tranoi showcase at La Samaritaine is strategically timed to coincide with Paris Fashion Week, maximizing visibility among key industry stakeholders. The selection of 11 designers highlights the curated nature of the presentation, focusing on designers deemed ready to engage with the international market and capable of representing the caliber of Saudi design on a global scale.
Looking Ahead
The continued participation of Saudi 100 Brands in major international fashion events signals the sustained momentum of Saudi Arabia’s efforts to integrate its fashion sector into the global mainstream. The connections forged and the exposure gained at platforms like Tranoi are expected to yield long-term benefits for the participating designers and contribute significantly to establishing Saudi Arabia’s reputation as a burgeoning hub for creativity and style. As the showcase unfolds from June 24 to 27 on the fifth floor of La Samaritaine, it serves as a powerful testament to the talent emanating from the Kingdom and its readiness to make a lasting impact on the international fashion scene.
