• WOMEN BEHIND MIDDLE EASTERN BRANDS •
RAZAN ALAZZOUNI
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MADE IN SAUDI
From bridal gowns to childrenswear, the Saudi founder of eponymous brand, Razan Alazzouni, has been busily expanding and evolving her collections in the wake of a cultural transformation in the kingdom. Razan Alazzouni may be one of Saudi’s most successful female business founders, but becoming an entrepreneur was never part of the plan for the fashion designer. “I couldn’t find any jobs in curation in Saudi,” explains the creator of eponymous brand Razan Alazzouni (RA). “So, I went with the flow and decided to make RA more than just a hobby.” The move paid off. Having been established 13 years ago, Alazzouni’s homegrown brand today resounds with global stars and fashion insiders, including Kendall Jenner, Emma Roberts, and Elizabeth Banks. RA designs are known for combining premium materials such as silk and chiffon with a signature touch of delicate embellishments. The hand-beaded creations, signature florals, and sculptural shapes have attracted more than half a million Instagram followers. “My style is modern classic. I want my clients to feel like they are wearing something that represents them,” says the founder. “I use embroidery as a way to tell a story, provoke an emotion, or to play with light.” Currently, Alazzouni says she is in the midst of a profitable summer wedding season, tapping into a global bridalwear market that is projected to reach $79.7 billion by 2027, according to Reportlinker. Before the pandemic, RA received around 15 made-to-fit bridalwear orders per month during the peak seasons, but COVID-19 has had an impact. A study by Wedding Report found that almost 42% of weddings in 2020 moved to a date in 2021. And in June 2021, the Business of Fashion reported a sweeping trend across the bridal industry towards
off-the-rack bridal dresses, with fewer people ordering custom gowns. “Our bridal couture collection looks different this year; we had to acclimatize to the new demand,” explains Alazzouni. “We have begun offering all our gowns in a bridal white color option and also have the customizable option to make any item bridal.” RA also ventured into childrenswear last year, launching its first kid’s collection in March 2020 in collaboration with Kuwait-based kids apparel label Moonchild. It launched its first kid’s capsule collection in July 2021. “We’ve had an overwhelmingly positive response so far,” Alazzouni reveals. This shift in strategy for Alazzouni is happening at a pivotal time for Saudi. As it moves forward with its Vision 2030, the kingdom is championing a cultural transformation, and it has the fashion industry in its sights. It established a Ministry of Culture in 2018 and a Fashion Commission in 2020. “An extraordinary opportunity now exists to evolve the fashion sector into a major driver of economic and creative growth, with the cultural sector set to contribute more than $23 billion to the Saudi economy and more than 100,000 jobs over the next decade,” explains Burak Cakmak, CEO of the Saudi Fashion Commission. In July 2021, the authority commenced its inaugural mentorship program, Saudi 100 Brands, to offer professional development opportunities to 100 budding Saudi luxury fashion designers and brands. They’re catering to growing demand. According to McKinsey’s State of Fashion 2020 report, the average consumer in the U.A.E. and Saudi spends over six
BY JAMILA GANDHI F O R B E S M I D D L E E A S T.C O M
AUGUST 2021
