When we talk about dialogues in fashion, it’s rarely about the clothes but what they represent. How traditions endure. How the wearers embody something bigger than themselves. And between the power of a well executed silhoutte and an emerging society finding its footing in the international fashion space, there is Nojoud Alrumaihi.
A Saudi International Marketing graduate from King’s Business School in London, Nojoud has frequently applied her expertise to bridge the gap between international spaces and her homeland. The brains behind Ci Consultancy, a communications, events, and consulting agency, she works to help international brands find their footing in the Kingdom, allowing them to enter the Saudi markets with a Saudi context. And it clearly works because now the agency boasts clientele from Cartier to Nars to Prada.
Her style online works to do the same. As Saudi Arabia began opening up in line with Vision 2030, we saw an unstoppable uptake from its fashion scene. And within it was Nojoud, who initially went viral for repping glamorous, old Hollywood vibes on a regular Tuesday, rocking the old money aesthetic way before it became a trend. Now, her feed works on similar principles to her business, merging local Saudi fashion with contemporary international designers, bridging the gap between the two cultures while simultaneously breaking stereotypes. A self-proclaimed cultural fashion architect, she wears the title well with her keen eyes, pioneering taste, and love for all sorts of art.
So when the Federation De La Haute Couture announced Nojoud Alrumaihi as their Middle Eastern ambassador two years ago, it hardly came as a surprise. She had long been working with international fashion houses and was dedicated to merging Saudi voices with the rest of the fashion world. Since her appointment, her style has changed to offer even more inspo.
It’s fun in the most unexpected way, but easily wearable, adaptable, and practical for the modern modest woman. Women who juggle appointments like it’s a piece of cake, who seamlessly transition from one persona to another, blending in with context. For a woman like Nojoud, who balances business, content creation, and motherhood, she understands this plight all too well and just how important it means to have it all and look good doing it too. As it comes naturally to her, we save each post as a reminder of how we can move forward too—intentional, assured, and with details that capture a piece of home.
