Fashion

25 Saudi Brands Are Taking Over Selfridges in London Right Now

BYMille Team

August 4, 2026

For years, spotting a Saudi designer in London meant finding them tucked away in a showroom during Fashion Week or stocked discreetly in a niche concept store. Now, they’re taking over one of Britain’s most recognizable department stores.

Until Sept. 5, more than 25 Saudi brands are popping up inside Selfridges as part of Saudi Arabia… Horizons Without Borders, a six-week initiative by Milaf Global, a Public Investment Fund company, in partnership with the iconic retailer. Spanning fashion, beauty, fragrance, jewelry, food, and lifestyle, the activation introduces international shoppers to a cross-section of Saudi creativity under one roof.

The fashion selection reflects the breadth of Saudi’s evolving design scene. Mona Ashebil brings her sculptural tailoring, while Rebirth showcases handmade pieces rooted in craftsmanship. ArAm contributes artfully draped dresses, Reem AlKanhal offers her signature minimalist aesthetic, and Not Boring injects Riyadh’s wit and cultural references into contemporary menswear. Rounding out the edit is 1886, whose understated wardrobe staples demonstrate that Saudi fashion extends well beyond occasionwear.

When it comes to beauty, Moonglaze’s luminous makeup sits alongside Batlah’s fragrances, blended with ingredients including Taif rose, while perfumer Badr Harqan draws on Saudi landscapes, rituals, and memories. Visitors can also sample the Kingdom through food, with chocolates by Ganache, premium dates from Nua, and Jazean coffee sourced from the mountains of southern Saudi Arabia.

Jewelry and accessories complete the experience. OFA showcases sentimental pieces crafted from 18-karat gold, Jeddah-based Yataghan presents its architectural earrings and sculptural chain necklaces, and Bovenue demonstrates how leather offcuts can be transformed into timeless handbags through thoughtful craftsmanship.

Visitors can also experience the Kingdom through food, with chocolates by Ganache, premium dates from Nua, and Jazean coffee sourced from the mountains of southern Saudi Arabia. Rounding out the experience, Saudi-owned, Paris-based Lam Bakery is serving its signature coffee and pastries throughout the pop-up, bringing a taste of the Kingdom’s new generation of hospitality to the heart of London.

The participating brands were selected jointly by Milaf Global and Selfridges based on product quality, brand identity, readiness for international expansion, and their contribution to Saudi Arabia’s growing creative economy. The initiative also forms part of the Kingdom’s broader Vision 2030 strategy to strengthen non-oil industries and help local businesses access international markets.

Saudi design has spent the past few years steadily moving beyond the “emerging talent” label. Labels from the Kingdom are dressing A-listers on red carpets, appearing on international runways, and being shortlisted for prestigious global prizes. Seeing Saudi-made products inside Selfridges places them alongside established international names, cementing their presence in the larger fashion conversation.

For London shoppers, it’s a chance to discover Saudi creativity in one of the world’s most iconic retail destinations. For the Kingdom’s designers, however, the pop-up signals Saudi brands are no longer knocking on the door of global retail. They’re becoming part of its everyday landscape.

25 Saudi Brands Are Taking Over Selfridges in London Right Now

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25 Saudi Brands Are Taking Over Selfridges in London Right Now

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