FASHION
Femi9 Unveils “Mamlakati” by DAUM: A Fusion of Fashion, Art, and Saudi Heritage
Rim Nsouli
25-February-2025
Femi9 captivated guests with an exclusive fashion and art experience, unveiling the latest DAUM collection, Mamlakati (My Kingdom). Seamlessly blending tradition, modernity and technology, the collection paid tribute to Saudi Arabia’s rich heritage and identity, aligning perfectly with the celebrations of Saudi Foundation Day.
The evening began with a mesmerizing laser show, setting the tone for a journey through fashion and culture. The Mamlakati collection transformed an art gallery into a storytelling space, where wearable designs echoed the beauty and essence of three iconic Saudi cities:
- Jeddah Capsule – Flowing silhouettes and dynamic movement reflected the city’s vibrant coastal energy.
- Diriyah Capsule – Structured cuts and timeless elegance paid homage to Saudi Arabia’s deep-rooted traditions.
- Al Ula Capsule – Earthy tones and artistic textures captured the breathtaking landscapes and cultural legacy of Al Ula.
Designed for both women and girls, the collection embraced heritage while reimagining it for the modern era.
Adding to the immersive experience, renowned artist Taim Mashat created live artwork, bringing the collection’s inspirations to life. Meanwhile, an interactive lounge hosted insightful discussions, further deepening the connection between fashion, art, and Saudi culture.
The launch attracted Saudi Arabia’s top celebrities, influencers, and fashion personalities, many of whom adorned pieces from the collection, amplifying its allure. Guests explored an interactive digital experience, where they engaged with a magnetic board, captured memorable moments at the photo booth, and delved into the landscapes that shaped the collection.
With Mamlakati, DAUM redefined the concept of wearable art, celebrating the spirit of Saudi Arabia in a way that was both innovative and deeply rooted in tradition.
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