In a groundbreaking collaboration, global sportswear giant adidas and Saudi designer Kawthar Alhoraish, founder of the label Kaf by Kaf, have teamed up to launch a collection that blends traditional Saudi cultural elements with cutting-edge contemporary fashion. Debuting at Riyadh’s Financial Plaza as part of the city’s Fashion Week, this partnership marked adidas' first-ever runway show in the Middle East, a significant moment for both the brand and Saudi Arabia’s rapidly evolving fashion industry.
The collection, led by Alhoraish, brought together bold colours, geometric patterns and a love for football - a key part of Saudi identity - while staying true to the Kingdom's cultural values, including modesty and inclusivity. Known for her background in architecture, Alhoraish’s designs are a fusion of sharp, structural lines and fluidity, embodying both the rich heritage and modern ambitions of Saudi fashion.
The collection of unisex, ready-to-wear pieces offers a perfect balance between athletic functionality and artistic expression, catering to both athletes and fashion-forward individuals alike.
More than just a runway success, this collaboration signifies Saudi Arabia’s growing influence on the global fashion stage. Alhoraish sees this partnership as a catalyst for creative change, driving international interest in Saudi design and opening doors for further innovation within the region. By working with adidas, a global powerhouse, Kaf by Kaf is not only championing local culture but also positioning Saudi fashion as a rising force in the international scene.
As Saudi Arabia’s fashion industry continues to evolve, collaborations like adidas and Kaf by Kaf are key to showcasing the Kingdom’s cultural heritage and innovative design potential. Together, they’re proving that fashion can be a powerful tool for cultural exchange, sparking a new era of creative expression that resonates far beyond borders.
