‍As Saudi Arabia undergoes a positive transformation under its Vision 2030 socio-economic reforms, it is time for women to flourish in all spheres including the fashion industry, a Saudi princess told CGTN Digital in an exclusive interview after her fashion brand JINO last week showcased its 2018 fall and winter collection at an all-women fashion show at a royal palace in Riyadh.

"Vision 2030 has created an environment where creativity can thrive. It has opened the door for us. It is our responsibility as Saudi citizens to take the lead, to show the world our talent, and we have it aplenty,” said Princess Noura bint Talal bin Saud, chief executive of JINO, a fashion house that she founded about 15 years ago with Aljoharah AlSulaiteen, the vice president and designer of the brand.

At JINO's latest show on Saturday, models displayed a new collection on the ramp, surrounded by a dozen assortment of roses, as some 1990s' pop tunes played in the background – a phenomenon unheard of in Saudi Arabia a few years ago.

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Princess Noura recounted that they were among the first to hold a fashion show in the Gulf kingdom in 2014. “It was a risk that we took, but the feedback was amazing. We were among the first to hold a fashion show in Saudi Arabia."

She said the objective of the show was to set an example for all local designers to follow as the fashion industry in the kingdom has been growing exponentially. Aljoharah said she wanted to introduce contemporary designs that are synonymous with international brands, yet unique in their color combination and traditional flavor.

In line with the motto of the fashion brand, Saturday's show provided a push towards traditional and modern fusions through a lineup of colorful and funky abayas – a robe-like dress worn by Saudi and Arab women.

"Since the beginning of our fashion career with JINO we had a motto, ‘Proud Saudi Women'. The message we want to deliver to women is that they can accomplish whatever they want or whatever they want to do while still being themselves," Princess Noura said.

Building a brand, changing mindset

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Pointing out that for decades Saudi Arabia has hosted many international fashion houses and therefore most Saudis are inclined towards high-end and well-known brands, Princess Noura talked about the challenges JINO faced in attempting to create an indigenous brand.

"Fashion has been a part of my country for a very long time. I think locals today are more aware of fashion trends. The problem is that the majority will accept international brands over local ones, and we want to change this mentality," she said.

"We have to reinforce the fact that these luxury products from JINO are indeed 100 percent Saudi yet stylish. Unfortunately, they're not well-known globally." 

The Saudi princess admitted that "being a brand setter or a fashion trendsetter is quite a task because we are going for unique styles whereas the majority of people are trying to copy international trends and brands."

She is hopeful, however, that the mindset will change eventually. "We are trying to enforce our own identity and it is taking time. Nevertheless, we are getting there," Princess Noura said, acknowledging that the emergence of social media is aiding such a shift particularly in the fashion industry.

"Social media has given women a platform to promote their work, show their art and creativity and to get known. I strongly believe that if we weren't given this digital platform, it would have been very difficult to promote our work," she reasoned.

'Right to drive alone doesn't define us'

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While acknowledging the positive changes in recent times that have seen women getting more social space in Saudi Arabia including a lifting of driving ban earlier this year, Princess Noura was quick to highlight a contrarian narrative.

"Social changes are very important, but I wanted to discuss how a change such as lifting the ban on women from driving alone doesn't define us," she said.

"While it has given women an opportunity to commute without hassle and to become independent, there is a misconception among some people that Saudi women were held back by not being allowed to drive earlier. Women in the kingdom had always achieved in other sectors long before the driving ban was lifted."

Princess Noura said that women are increasingly occupying crucial position including in the ministries of the government, adding: "It is time for women to flourish in every industry in Saudi Arabia, not least the fashion industry. We are going through a massively positive change. I think especially with Vision 2030, many opportunities are opening up for both men and women and you can see the differences between both sexes are narrowing."

In a message to fellow women in Saudi Arabia, Princes Noura urged them to realize that every person is unique and has their own inner and outer beauty. "They must first love themselves and afterwards they can find a style that accommodates their identity rather than copy other brands just because that brand reflects current fashion or the current fad," she advised.

"Find your own trend and identity."  

(Cover: A model displays an outfit at an all-women fashion show to launch JINO's 2018 fall and winter collection in Riyadh, Dec. 1, 2018. /Photo via CIC, Saudi Arabia)