Announcement of the prospectus for FAD International Company
February 18, 2024
“Mamlakati” by DAUM transformed the essence of Saudi culture and history into wearable art, celebrating what makes the Kingdom truly unique.
Riyadh, KSA – 17th Feb – Femi9 invited guests on an exclusive journey through this year’s new DAUM collection, where fashion, art, and technology merged to tell a unique story under the theme of “Mamlakti” (My Kingdom). The collection launch was timed to coincide with Saudi Foundation Day, honoring the nation’s rich heritage and proud identity.
The experience began at the entrance with a laser show display to introduce the “Mamlakati” collection, setting the stage for an evening of creativity and discovery. The collection’s designs came to life in an art gallery, with exhibition pieces inspired by the rich heritage and modern spirit of three iconic Saudi cities:
• Jeddah Capsule, where fluidity and movement reflected the city’s vibrant coastal energy.
• Diriyah Capsule, echoing tradition through structured silhouettes and timeless elegance.
• Al Ula Capsule, capturing the essence of nature with earthy tones and artistic textures.
This unique capsule caters for both Ladies and girls.
At the heart of the event, artist Taim Mashat created live artwork, showcasing the passion and love for Saudi Arabia, that inspired the collection’s designs. A dedicated interview lounge hosted engaging conversations.
Many Saudi celebrities, influencers, and fashion personalities attended the event, with some wearing new pieces from the collection, adding to the allure of the reveal. Guests also stepped into an immersive digital experience, exploring the landscapes and inspirations behind the collection, engaging with an interactive magnetic board, and capturing their own moments at the photo booth.
“Mamlakati” by DAUM transformed the essence of Saudi culture and history into wearable art, celebrating what makes the Kingdom truly unique.
