If you thought the Saudi Cup was all about the horses, think again. This year’s prestigious racing event at King Abdulaziz Racecourse in Riyadh has become the unexpected backdrop for one of the most exciting fashion moments of 2026.
The Saudi Fashion Commission has launched the very first Saudi 100 Brands showcase at the Saudi Cup, marking a genuine milestone for the Kingdom’s burgeoning fashion scene. Three designers – THEXO, Enays, and SULITUDE – opened the presentation, each bringing collections that masterfully weave Saudi heritage into strikingly contemporary silhouettes. Alongside them, three jewellery and accessories brands are exhibiting throughout the event, adding serious sparkle to the whole affair.
What makes this so special? Each piece on display draws on heritage motifs, traditional textiles, and cultural storytelling, but reframes them through a thoroughly modern lens. It’s the sartorial equivalent of knowing exactly where you come from while striding boldly into the future.
The Saudi 100 Brands programme itself is a flagship initiative supporting emerging Saudi designers with the tools, expertise, and global platforms they need to truly break through. Think of it as fashion’s most culturally rich launchpad.
For anyone who’s been sleeping on Saudi fashion, consider this your wake-up call.