In an enchanting environment that reflects the DNA of the brand, Saudi fashion label Jino introduced its Fall/Winter 2018 collection in a fashion show that welcomed an impressive list of distinguished guests and fashion enthusiasts to HRH Prince Talal bin Saud’s palace in Riyadh. The Saudi label was created fifteen years ago by HRH Princess Noura Bint Talal bin Saud, CEO, and Mrs. Aljoharah AlSulaiteen, Vice President and the designer of the brand, with a vision to recreate the concept of Saudi traditional style, and to be established as one of the top fashion houses both locally and internationally.

Between plaid and deconstructed coats and jackets, JINO’s fall and winter collection features the hottest trends of the season. Every piece is crafted in a style that is unique to JINO. It also introduces a modern take on the Saudi abaya with pieces that are trendy, young, and stylish.

Commenting on the event, HRH Princess Noura bint Talal Al Saud, CEO of JINO said: “Since it was founded in 2003, JINO had contemporary women in mind. It is fashion that is designed by Saudi women for Saudi women. Fashion is an important tool to empower women and strengthen their role in our society as they feel more confident, especially with style that expresses the modern Saudi identity. That is our philosophy and with every new collection we try to implement it further, working towards a national Saudi sustainable fashion sector in line with the 2030 vision.”

Princess Noura Bint Talal Al Saud, CEO of JINO and Mrs Al Johara Al Sleiteen, Vice President and Creative Director

Mrs. Aljoharah AlSulaiteen, Vice President and Creative Director of JINO said: “The new collection is based on the season’s main streetwear trends, resulting in creations sporting mixed fabrics that render both bright and chic silhouettes with international appeal. Our strategy is to make every women feel unique in her own style, which is why we produce every design in limited numbers.” Commenting on JINO’s unique interpretation of the Saudi identity in its creations, Mrs. Al Sulaiteen added: “We interpret our national heritage and style within the lines of modern trends and fashion, establishing our own unique style. Each piece has a different role within the collection and carries what is necessary for a stylish women’s everyday life.”