Saudi 100 Brands Program: Fashion Runway Show at Saudi Cup 2026

Dubai: The Saudi Fashion Commission’s Saudi 100 Brands program is part of the Saudi Cup 2026, which will take place on February 13-14 at the King Abdulaziz Racecourse in Riyadh. This event marks the fourth consecutive year that the initiative has been integrated into the internationally recognized sporting and cultural event. The fashion program will span two days, with runway presentations in the evenings. On February 13, Saudi fashion brands THEXO, Enays, and Sulitude presented their collections. On February 14, MD29, Adara By Fa, and Hajruss will host runway shows. Alongside the runway program, a dedicated exhibition space will showcase selected jewelry and accessories pieces, allowing visitors to see the work up close. The participating designers will present collections that draw on Saudi references and incorporate contemporary design, providing a glimpse into how local fashion is evolving. According to the Saudi Press Agency, Burak Cakmak, Chief Executive of the Saudi Fashion Commission, said, “Since 2022, the Saudi 100 Brands program has been a key part of the Saudi Cup, elevating fashion as a cultural expression within one of the Kingdom’s most globally visible events.” Cakmak added, “This platform has helped brands bring together heritage and contemporary stories that showcase identity, creativity, and innovation.” “This year marks a natural transition from an exhibition to a curated showcase, strengthening fashion’s role as a dynamic cultural platform within the Saudi Cup.”