Our History

Established with the launch of femi9 in 1999, Fad International began its operations as a holding company from its head office in Jeddah, Saudi Arabia. The company launched two trending fashion brands, femi9 and Vivid Flair London, with more than 50 stores across three continents by 2013. 

The company's approach to fashion entails creativity, innovation and uniqueness; we track market trends and tie in the lines that fit our identity and the target consumer. The customer is our compass; we focus on understanding the character and mindset of the woman shopping at our stores, and offer collections that are truly relevant.

Introducing Arab – based fashion brands to the international shopping scene presents an aesthetic form of cultural expression through a universal practice. In this context, we are operating on a wide-scale level with international standards, liaising between Saudi Arabia and China, to ensure supply and quality.