NARMA’s debut Agal Collection by designer Nouf Al Rashed, unveiled in an exclusive London showcase, merges Saudi heritage with contemporary design, sustainability, and inclusivity, redefining traditional fashion for a modern audience
The world of fashion has just witnessed the emergence of its latest major player as NARMA, the brainchild of designer Nouf Al Rashed, has finally arrived with an impactful debut. Katch International had the honour of orchestrating the recent PR campaign for the launch of The Agal Collection, a capsule collection that not only signifies the start of Nouf’s journey in fashion but also introduces a fresh and thoughtful perspective on traditional attire.
This exclusive unveiling took place in London, with a show that seamlessly combined heritage, sustainability, and contemporary design. It was a significant moment for Nouf, NARMA, and for the wider world of Saudi fashion.
NARMA: A Brand Rooted in Balance
The name NARMA is as distinctive as its vision. A combination of the Arabic words Nar (meaning fire) and Ma (meaning water), the name encapsulates the duality and balance that is central to the brand. Fire and water represent opposing forces, yet together they symbolise harmony and creativity—elements that Nouf Al Rashed masterfully blends into her designs.
NARMA is more than just a fashion label. It’s a multidisciplinary contemporary studio and atelier, where ideas take form and are developed into wearable art, interiors, furniture, and other creative expressions. Nouf Al Rashed’s designs, rooted in balance and duality, are a constant dialogue with the world around her as they seek to blend tradition with innovation, and culture with sustainability.
This balance extends beyond fashion, informing NARMA’s broader approach to art, culture, and sustainability. Each piece in NARMA’s collections is crafted with care, drawing inspiration from diverse cultural influences and artistic expressions, while remaining grounded in a strong ethical and environmental ethos.
The Agal Collection: A Modern Reinterpretation
Nouf Al Rashed’s debut collection, The Agal Collection, is a bold reimagining of the traditional agal, a black cord traditionally worn by Arab men to secure a ghutra or keffiyeh on the head. However, NARMA has transformed this symbol of tradition into a motif for contemporary womenswear, redefining its purpose and resonance in today’s fashion landscape.
The black cord serves as a central design element, woven into the fabric of the collection in striking and innovative ways. It’s a beautiful nod to cultural heritage but with a modern twist, challenging conventional boundaries while paying homage to the past. The Agal Collection is not just a fashion statement; it represents inclusivity and accessibility, moving beyond gendered and regional attire to speak to a global audience. The collection’s strength lies in its ability to resonate with the modern woman, offering a unique blend of tradition and innovation.
A Celebration of Saudi Talent: Collaborative Partnerships
Dedicated to sustainability and cultural celebration, Nouf has collaborated with several prominent Saudi brands for The Agal Collection. These collaborations include HAN Makeup, founded by Hessa AlAjaji, and Asteri Beauty, a rising star in the beauty industry founded by Sara Al-Rashed. Through these partnerships, Nouf highlights not only her designs but also the rich and dynamic talent emerging from Saudi Arabia, fostering a sense of unity and pride in the region’s creative community.
A Showcase of Heritage and Innovation
The London debut of The Agal Collection was a momentous occasion, setting the stage for its upcoming presentations in the Middle East. By choosing London, a global fashion hub, for the collection’s unveiling, Nouf and her team showcased a universal appeal while staying deeply connected to their roots.
More than just a fashion line, The Agal Collection is a reflection of heritage, culture, and sustainability. The designs are imbued with a sense of purpose, bridging the gap between tradition and contemporary sensibilities. With NARMA, Nouf Al Rashed has not only created a brand but a movement as she continues to push boundaries, embrace diversity, and champion sustainability at its core.
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