Arwa Alammari
Blending Modernism with Cultural Heritage in Fashion and Empowering Women Globally
Arwa Alammari, the creative force behind ArAm, has established herself as a prominent figure in the fashion industry. As a Saudi Arabian fashion designer and an ambassador for the Arab Fashion Council, Arwa has earned a spot on the Forbes 30 Women List in 2022 and the Forbes 50 Women List in 2023. Her accolades include the EmiGala Award, the Saudi Cultural National Award, and the Grazia Award. Arwa also serves as a fashion sector development consultant, continually pushing the boundaries of the fashion world.
In today’s world, fashion is synonymous with modernism and freedom of expression. It serves as a language for people to convey their identities, emotions, and creativity. A fashion designer’s role is to facilitate this medium of expression, allowing individuals to articulate their unique selves. Arwa Alammari, a celebrated fashion designer, takes immense pride in this profession. She understands the needs of women and caters to them with precision, blending modernism with cultural heritage in her designs to highlight the richness and essence of each piece.
“Being a person who has loved art all her life and possesses entrepreneurial skills, I used my passion and expertise to explore the fashion market and identify gaps,” Arwa shares. During this exploration, she realized that the market lacked pieces reflecting their rich culture, taste, and heritage. Recognizing that women in her region had sophisticated tastes and exposure to the foreign market, she seized the opportunity to create a line that filled this gap—garments that reflected a woman’s status and heritage while offering something previously unavailable in the region.
Arwa holds an MBA, complemented by her studies in fashion at Asmode. The name “ArAm” symbolizes her identity, derived from her name: A-R from Arwa and A-M from Alammari. Her long-term goal was always to establish an international presence, showcasing heritage and cultural richness on a global scale. This ambition has been well-received worldwide, with her collections showcased in London, Dubai, Moscow, New York, and more, garnering admiration from international audiences.
“Art and culture inspire me deeply, and I aim to create pieces for modern women that empower them uniquely and femininely,” Arwa explains. “Wearing ArAm, they feel like they are donning timeless art, making them feel special. Clients who wear ArAm pieces often say they turn heads in a crowd, with people always asking where they purchased their outfits. This core value defines ArAm Designs and what we strive to introduce in the market.”
Arwa skillfully merges tradition with modernity in her collection. “A standout example is the dress worn by Eva Herzigova at the Oscars Vanity Fair after-party,” she recalls. “Inspired by the ancient tombs and natural heritage of AlUla, the dress captures the region’s rich history through its lines and colors. My creation of the Saudi Tuxedo, inspired by the traditional Saudi Bisht, offers a modern twist that has captivated stylish men worldwide, including Vogue Arabia’s editor-in-chief, Manuel Arnault. Additionally, my Sadu dresses, inspired by traditional Bedouin weaving techniques, demonstrate how traditional elements can be seamlessly integrated into contemporary fashion.”
Arwa’s professional journey is decorated with numerous accolades, including top international and local awards. “Starting in 2014, when I first received an award for having the ‘greatest style,’ followed by a ‘fashion style’ award in the next two years, I became an ambassador for the Arab
Fashion Council in 2017,” Arwa proudly states. “In 2020, BBC World covered my ‘creative journey collection,’ and in 2021, I won the Saudi Cultural National Awards. I received the Emmy Gala Award in 2022 and was listed in Forbes’ top 30 women supporting Middle Eastern brands. In 2023, I was listed among the top 50 women in Forbes. These awards motivate me to represent Saudi and Arab countries creatively and excellently.”
Reflecting on the evolving fashion scene in Saudi Arabia, Arwa acknowledges the significant shift. “The Ministry of Culture established the Fashion Commission and other bodies to oversee policy formulation and support the fashion sector,” she notes. “Educational institutions like Princess Nourah University in Riyadh offer robust curriculums that equip students with a solid understanding of fashion and business. NGOs and associations are promoting best practices and empowering local fashion. The Cultural Development Fund supports the financial aspects, pushing the industry further.”
“Fashion is not just about art; it encompasses cultural, commercial, and industrial elements,” Arwa emphasizes. “While society has accepted many successful stories, encouraging further collaboration with other associations is crucial. Many institutions, designers, and creators are working together to develop the fashion industry, though there is still much to achieve.”
Arwa believes that sustainability goes beyond merely reusing materials. “Sustainability involves prolonging a product’s lifecycle, from design and packaging to creating high-quality clothing and offering after-sales services. Any action that extends a garment’s life contributes to sustainability,” she explains.
Recognizing the world’s growing focus on Saudi Arabian designers, Arwa feels optimistic about the future. “Our region’s purchasing power is high, and our aesthetics, blending Eastern and Western elements, appeal to a global audience. Investments in Saudi brands for international exposure promise a bright future for the industry,” she asserts.
As we conclude, Arwa shares advice for aspiring designers: “Develop a genuine and distinct vision. Research the market thoroughly and look for opportunities. The road may be challenging and long, but with perseverance, continuous learning, and resilience, your hard work will pay off handsomely, leading to great success.”
Arwa Alammari’s journey is a testament to her passion, creativity, and dedication to merging modernism with cultural heritage. Her work not only empowers women but also represents the rich cultural tapestry of her region on a global stage. Through ArAm, she continues to inspire and lead in the fashion industry, showcasing the best of Saudi and Arab creativity to the world.
You may be interested in reading these articles: Kaya Scodelario, Azeez Omeed Ali, Anjali Phougat, and Youmi Khoury.
