PARIS — Lebanese designer Elie Saab is set to enhance his already vibrant fashion agenda with a spectacular event planned for Riyadh Season on November 13.
Saab is orchestrating a grand entertainment showcase titled “1001 Seasons of Elie Saab,” inspired by the famed ‘1001 Nights’ collection of Arabic folktales. This immersive experience will feature a stunning runway presentation alongside a variety of live performances. The entire event will be broadcast on MBC, a prominent television network across the Gulf region, while also being available for global streaming on Saab’s social media platforms.
Describing the vision for the show, Elie Saab Jr., the CEO of the brand, emphasized that it aims to “bridge the worlds of fashion and entertainment.” He expressed that the experience should feel like a film brought to life, merging storytelling with visual artistry.
The event promises to be a visual feast, featuring a series of interconnected tableaus that will showcase approximately 300 unique looks from Saab’s exquisite designs. The show will blend these vibrant fashion displays with captivating live performances, though specific details regarding the performers remain under wraps, with Saab Jr. hinting at the presence of some serious talent and close associates of the brand.
To bring this ambitious project to fruition, the British production company Done+Dusted, known for its remarkable work on high-profile events such as the Victoria’s Secret fashion shows and the Academy Awards, will take on the directorial role. Styling for the event will be curated by fashion icon Carine Roitfeld, with casting led by Piergiorgio Del Moro.
Both Elie Saab and his son Saab Jr. will take on the roles of executive producers, working closely under Saab’s creative direction to ensure a cohesive and impactful presentation.
This event also marks a significant milestone for Saab, celebrating his 45th anniversary in the fashion industry while simultaneously acknowledging his long-standing relationship with Saudi Arabia, which was the designer’s first market outside of Lebanon. Saab reflected on the emotional weight of hosting the event in Saudi Arabia, emphasizing a desire to shed light on the cultural transformation currently taking place within the kingdom.
“The women of Saudi Arabia have been ardent supporters of Elie Saab from the very beginning. I aim to showcase the modernity of the Saudi woman, as this facet is often overlooked by the international press,” Saab remarked in an interview with WWD. “The Saudi woman possesses exceptional taste and significant purchasing power, a sentiment echoed by global fashion houses.” He hopes to present the country in a new light, focusing on the ongoing developments and their contributions to reshaping Saudi Arabia’s global image.
“We, as a fashion house, stand in solidarity with their efforts. It is paramount for us to participate in this transformative journey,” he stated.
Saab articulated a vision for the event that represents “a new mode of communication” for the brand—one that will manifest visually through the garments showcased. Expect to see a diverse collection that includes his iconic gowns, capes, coats, and contemporary head jewelry, all crafted with a modern aesthetic that pays homage to Saudi cultural codes.
The production will be realized through the partnership with His Excellency Turki Alalshikh, who serves as the chairman of the country’s general entertainment authority.
As Saab Jr. pointed out, “Riyadh Season has played a pivotal role in transforming the kingdom,” adding that the event will underscore the progress being made by presenting a collection that celebrates empowered women, aligning with what the brand stands for. “This showcase will also mirror the cultural evolution taking place in the kingdom.”
Riyadh Season features a lineup of entertainment and sporting events throughout the winter, initiated in 2019 to foster the kingdom’s cultural and economic growth. This spectacular Saab event will be hosted at The Venue, a newly constructed space dedicated to cultural activities.
Saab Jr. emphasized the creative liberties granted to them in shaping the production. “There is a strong foundation of trust in this collaboration because they recognize us as a global brand returning to the region; we are well versed in both cultural realms,” he noted.
He also pointed out that Saudi Arabia has been actively promoting a range of events and celebrity engagements to bolster its global visibility, including initiatives like the Red Sea Film Festival and a designated fashion week in the capital. He believes that this groundbreaking event will further cement Saudi Arabia’s position on the fashion map.
“The fashion commission is paving the way for meaningful change and is laying the groundwork to establish a vibrant fashion ecosystem,” he said, echoing the sentiment for a thriving future in the industry.
The Elie Saab brand has ventured beyond traditional fashion realms, expanding into interior design and real estate projects in addition to its original offerings of fashion, fragrance, and accessories. The upcoming event serves as a hallmark of the brand’s evolution, positioning it at the forefront of the fashion industry’s shift toward experiential marketing.
Saab described the event as being “more than just a fashion show; it’s a groundbreaking event that hasn’t been realized in the fashion landscape before. This is a novel approach to presenting fashion, focusing on elevating the visibility and value of our brand into new realms of success,” Saab remarked.
The forthcoming showcase will prioritize storytelling and experience over mere commercial promotion. “Our aim isn’t to bombard with messages, but rather, the show will embody the essence of the Saab house, which has already established its fundamental pillars,” Saab Jr. explained.
On the global front, the company is advancing with its retail expansion strategy, which involves unveiling additional store locations internationally.
“Our retail roll-out is meticulously planned to meet the burgeoning demand we anticipate for the brand,” Saab Jr. said, referencing the carefully chosen target locations for future stores.
Plans are currently underway for an opening in Kuwait scheduled for January 2025, which will complete Saab’s footprint in the Gulf nations. Furthermore, they are looking at two to three new openings in pivotal U.S. markets over the next two years.
