Inclusivity stands at the heart of Narma’s Agal collection, which breaks with tradition by reimagining the agal as an empowering symbol for women. “As women were traditionally excluded from the Agal, we wanted to bring in the idea of a woman’s crown,” Al-Rashed explained. She envisions the collection as a tribute to cultural identity that resonates with today’s audiences while extending traditional designs beyond gender boundaries. The label’s ethos also embraces accessibility and versatility, moving away from strictly gendered clothing to make fashion a shared expression of pride and heritage.

Sustainability is another core value for Al-Rashed, who emphasizes ethical practices in every step of the design process. Narma’s approach to eco-conscious fashion includes sourcing eco-certified fabrics, upcycling dead-stock materials, and collaborating with partners who adhere to fair labor practices. Each garment is meticulously crafted to eliminate fabric waste, supporting Al-Rashed’s commitment to “slow fashion” with a limited-edition approach. “We work with partners who follow fair labor practices and prioritize minimizing environmental impact,” she explained. By launching only one curated collection annually, Narma avoids overproduction and maintains its sustainable ideals.

While the Agal collection’s debut took place in London, Al-Rashed plans to showcase it in Saudi Arabia by the year’s end, bringing the culturally resonant designs back to their roots. Reflecting on her journey, Al-Rashed attributes much of her inspiration to her mother’s philanthropic work and her father’s business success, shaping her vision to make a meaningful impact. “Soon in Riyadh, we will be bringing Narma back to the culture that inspired the collection,” she said, hoping to inspire audiences with a sense of curiosity and pride in shared heritage.

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I am deeply grateful for the support and encouragement I have received from my team, family, and the fashion community. As a Saudi designer, I feel a deep sense of pride and responsibility to showcase the beauty and diversity of our culture through my work. I hope to inspire other Saudi designers and encourage them to pursue their dreams in the world of fashion.” Her FTA nomination offers a chance to present her work to a larger audience, attract new clients, and connect with potential retailers and investors. “This recognition can open up new doors and opportunities for my business,” she added.

Winners of the awards stand to gain financial grants between $100,000 and $200,000 based on their business size, with an additional $50,000 for the Franca Sozzani Debut Talent Award recipient.

Additionally, collections from the winners in categories such as Evening Wear, Ready-to-Wear, Accessories, and Jewelry will be displayed by FTA’s retail partner, Harrods, for a season, offering significant global visibility. “The impact of having my collection showcased at Harrods would be immense for Kaf by Kaf. It would elevate the brand’s prestige and credibility on the global stage,” Alhoraish noted. “The association with such a prestigious department store would lend a sense of luxury and exclusivity to the brand, further solidifying its position as a leading name in Saudi fashion.”

The Ready-to-Wear category winner, for which Alhoraish is competing, will also receive an internship in London with Huntsman and have the opportunity to create a capsule collection for the retailer’s e-commerce platform. Moreover, Maison De Mode, a luxury ethical fashion retail platform, will provide tailored mentorship to all seven winners, emphasizing sustainability and ethical fashion practices.

Alhoraish plans to use any potential grant to expand her business, which she established in 2019, across the Middle East and North Africa and into global markets.

“I would invest in new equipment and machinery to increase production capacity and meet growing demands. I would also use the funds to explore new product categories, such as accessories or home goods, while staying true to the brand’s aesthetic,” she explained.

Her designs, known for intricate textiles, vibrant colors, and traditional craftsmanship, draw from her Saudi heritage while incorporating modern elements. “For example, I might use traditional embroidery techniques on contemporary silhouettes or integrate traditional patterns into minimalist designs,” she shared. “I also believe in the power of storytelling, and I often draw inspiration from historical events or cultural narratives to create designs with deeper meaning.”

Regardless of the FTA Awards outcome, Alhoraish has ambitious goals for Kaf by Kaf. “Within Saudi Arabia, I aim to establish the brand as a leading luxury fashion label, renowned for its quality, craftsmanship, and cultural significance,” she said. “I envision Kaf by Kaf becoming a household name, synonymous with elegance and sophistication.”

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