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 an exclusive collection that fuses traditional Saudi cultural elements with cutting-edge contemporary fashion. This partnership is a significant milestone in the fashion industry, as it represents a harmonious blend of heritage and modernity, combining adidas’ global appeal with Alhoraish’s deep understanding of Saudi craftsmanship and style. Debuting at Riyadh’s Financial Plaza during the city’s Fashion Week, this collection marked adidas' first-ever runway show in the Middle East, underscoring the growing prominence of Saudi Arabia in the global fashion scene.
The collaboration was a pivotal moment for both brands, as it highlighted their shared commitment to celebrating and amplifying local culture while pushing the boundaries of modern fashion. The event was attended by influential figures from the fashion, sports, and entertainment industries, further solidifying Saudi Arabia’s role as a rising hub for creative innovation.
For adidas, this runway show served as a powerful platform to connect with the Middle Eastern market, while for Kawthar Alhoraish, it was an opportunity to showcase her unique vision on a prestigious global stage. The collection’s design elements—ranging from intricate Arabic calligraphy to traditional Bedouin-inspired patterns—captured the essence of Saudi Arabia’s rich cultural history, yet presented in a bold, forward-thinking manner.
This collaboration not only marks a pivotal moment for both brands but also exemplifies how fashion can be a powerful medium for cultural expression and innovation, bringing together the old and the new in a celebration of both heritage and modernity.
The collection, led by Alhoraish, brought together bold colours, geometric patterns, and a deep love for football—a key part of Saudi identity—while staying true to the Kingdom's cultural values, including modesty, inclusivity, and respect for tradition. 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. Her innovative approach blends the past with the future, incorporating elements such as intricate geometric shapes and bold color palettes that reflect the Kingdom’s vibrant energy and passion for sports. The designs not only celebrated football’s influence but also highlighted Alhoraish’s unique ability to merge functionality with high-fashion aesthetics. Through this collection, she captured the spirit of modern Saudi Arabia—progressive, inclusive, and proud of its cultural legacy.
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.
