Princess Hessa bint Salman attends launch of fashion design exhibition in Riyadh Princess Noura Al-Faisal: Art of Heritage showcases Saudi identity with a modern vision

RIYADH — In the presence of Princess Hessa bint Salman, the capital city of Riyadh witnessed the launch of the first fashion design gallery, being organized in collaboration between Art of Heritage and renowned designer Dr. Serra Kirdar.
The event was held at the headquarters of Art of Heritage in the Sulaymaniyah neighborhood, where an array of designs were displayed that combine the rich Saudi heritage featuring a modern contemporary character, reflecting the Saudi identity in an innovative style that caters to local and international tastes.
The exhibition, launched on Sunday, showcased pieces inspired by traditional Saudi decorations and embroidery combined with a contemporary style. These designs cater to the tastes of Saudi women, especially young women, and even those interested in fashion from outside the Kingdom, so as to facilitate them wearing it on special occasions inside and outside Saudi Arabia.
Serra Kirdar is the CEO and Founder of Serrakirdar.com, a multi-brand digital fashion and lifestyle marketplace dedicated to showcasing independent brands. She is also a specialist in education and women empowerment, with a particular focus on the Middle East. Serra Kirdar expressed her pride in cooperating with Art of Heritage, noting that this collection represents an important step in highlighting Saudi heritage globally.
Those who attended the event included prominent figures in the field of fashion and culture from across the Arab world, who had the opportunity to view the details of the distinctive designs that combined authenticity and modernity.
Princess Noura Al-Faisal, CEO of the Art of Heritage Group, emphasized that the group continues its efforts to highlight the Saudi identity through designs that combine heritage and modern elegance, through the first collection that represents a collaboration with Serra Kirdar.
Speaking to Okaz/Saudi Gazette, Princess Noura revealed that the exhibition, being held in Riyadh, aims to re-introduce Saudi heritage patterns in innovative and youthful ways, which allows everyday pieces to be worn easily whether inside or outside the Kingdom. "The goal is to make young Saudi women feel proud of while wearing these designs that reflect the spirit of Saudi identity in a contemporary style."
She added that the first collection was inspired by five Saudi regions, such as the Asiri cat art, Najdi decorations inspired by the region's doors, in addition to the Shallaki and the Hanadi, noting that the diversity of heritage opens the way for new designs for years to come.
Art of Heritage is one of the leading fashion retailing of Saudi Arabia. Regarding the Art of Heritage Group's role in empowering Saudi youth, Princess Noura emphasized that the Art of Heritage has been working for more than 30 years to train national cadres, in cooperation with universities and educational institutions, with the aim of preserving and developing traditional handicrafts. She pointed out that the group's doors are always open to those wishing to learn and participate.
In her message to Saudi designers, Princess Noura said: "Get to know your identity and develop your creativity. Don't be afraid of innovation, and we, at Art of Heritage, are ready to support you and help you achieve your ambitions."
She also emphasized that this cooperation represents the beginning of many upcoming experiences. Princess Noura called on Saudi designers to participate and cooperate with Art of Heritage to achieve creativity and excellence in marketing the Saudi identity globally.