Femi9 introduced an exclusive fashion and art experience with the launch of its latest DAUM collection, “Mamlakati” (My Kingdom). Timed to coincide with Saudi Foundation Day, the collection honored the Kingdom’s heritage, blending tradition with modern creativity.
Mamlakati: An Evening of Art, Fashion, and Innovation
The event opened with a mesmerizing laser show, setting the stage for an immersive journey into the Mamlakati collection. The designs were showcased in a curated art gallery, where each piece reflected the cultural richness of three iconic Saudi cities:
- Jeddah Capsule – Inspired by the city’s coastal vibrancy, featuring fluid silhouettes and dynamic movement.
- Diriyah Capsule – Embodying tradition through structured designs and timeless elegance.
- AlUla Capsule – Capturing nature’s beauty with earthy tones and artistic textures.
The collection, designed for both women and girls, seamlessly blended heritage with contemporary style.
Live Art, Digital Engagement, and Celebrity Presence
Renowned artist Taim Mashat brought the collection’s inspiration to life through a live painting session, expressing the passion and love for Saudi Arabia that influenced the designs. A dedicated interview lounge hosted engaging conversations with fashion and art experts.
The event drew Saudi celebrities, influencers, and fashion personalities, many of whom wore pieces from the new collection. Guests also explored a digital experience, interacting with a magnetic board, discovering the collection’s inspirations, and capturing special moments at a themed photo booth.
A Tribute to Saudi Identity Through Fashion
Mamlakati by DAUM transformed Saudi culture into wearable art, celebrating the Kingdom’s heritage while embracing modern design. This event reaffirmed Femi9’s commitment to innovation, storytelling, and honoring the essence of Saudi Arabia through fashion.
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