The social media revolution in the Kingdom has seen changes to all aspects of life and society, from life goals and career, to our lifestyles. With the innovatory use of social media for marketing the fashion business, many Saudi fashion designers are using social media to attract young women with their unique collections. Noqta is a new local fashion brand that has started to attract many social media users in Saudi Arabia, particularly with their thobe collection. Two Saudi females, Samah Dahlan and Samyah Ikram, created the brand and named it Noqta as they believe that the start of any achievements, ideas, drawing or designs is, literally, point, or noqta in Arabic. The brand is known by its designs and detailed embroidery work. Speaking to Saudi Gazette, Ikram, who also designs for the label, explained that the idea for Noqta came because of her experience in tailoring and fashion designing. "Since I have more than 20 years experience in haute couture and wedding lines, we decided to create a special couture inspired Jalabiya, Kaftan and dress," she said. Ikram mentioned that the brand, which launched seven months ago, revealed their first collection before Ramadan on their Instagram account. She added that the collection included outfits suitable for Ramadan as well as Eid. The collection has the elegance of simplicity mixed with lavishness, and prices range from SAR1200 SAR2500. "This collection is all about the purity of colors and the sophistication of details in the embroidery work by silk threads and different materials. Our current collection now is available on Instagram only @noqta.design until we find a suitable and good place," Ikram said. The brand's first line was part of Libra boutique's event last month, and they participated in the fashion show at the launch of Sketch Boutique. "We plan to have two collections yearly: spring and summer collection and autumn and winter collection. At the moment we are preparing for next season's collection: autumn and winter," she said. Ikram also said that she and her partner have the vision of seeing Noqta as one of the largest fashion brand names in the Middle East, and they hoped to be one of the Kingdom's most famous brands internationally. According to Ikram, one of the hardest struggles was getting the confirmation of the brand name from the Ministry of Commerce, and that finding the types of fabrics they needed was another barrier, as many of them are not available in the Kingdom.
