- Title: Saudi designer showcases work rich with heritage
- Date: 23rd November 2016
- Summary: RIYADH, SAUDI ARABIA (NOVEMBER 21, 2016) (REUTERS) HERFAH FASHION EXHIBITION VARIOUS OF SAUDI FASHION DESIGNER, NAEEMA ALSHUHAIL, SPEAKING WITH VISITOR ABOUT THE COLLECTION TROUSERS ON MANNEQUIN DETAIL ON TROUSERS (SOUNDBITE) (Arabic) SAUDI FASHION DESIGNER, NAEEMA AL SHUHAIL, SAYING: "These handmade works that you see are made by women and girls of the Herfah Association. I take pieces of art that they make and transform them into modern clothes possible to wear here in Saudi Arabia, Europe or anywhere. Therefore they gain value, and we keep our heritage. We have a very beautiful heritage but it needs care, and (we must be able to) convert it from traditional old things known only by grandmothers to the young people, to wear it and be proud of it." (SOUNDBITE) (English) CHAIR OF SAUDI ARABIAN SCANDINAVIAN ASSOCIATION, MARIE SODEMANN, SAYING: "I like culture, to think about culture as something that is alive and not put in to a museum so I really appreciate this lady that she did all these designs inspired by the tradition. Some of them are very Saudi yes, but some of them are also international." VARIOUS OF PHOTOGRAPHER TAKING PICTURE OF ONE OF THE DESIGNS VARIOUS OF DESIGNS ON DISPLAY VISITOR TAKING PHOTOS OF DESIGN WITH PHONE VISITOR LOOKING AT DESIGNS VISITOR, BARIAH AL-ZUBAIDI, SAYING: "This is creativity, you make a big transformation from something that is heritage to something modern that everyone can use. In addition it's an excellent project as well as it opens up job opportunities for women and girls and this is excellent." VARIOUS OF DESIGNS AT EXHIBITION (SOUNDBITE) (Arabic) SAUDI FASHION DESIGNER, NAEEMA ALSHUHAIL, SAYING: "Every piece I design, I do it only if I am completely convinced of it and love it. It has been made with love and embroidered with love and designed with love and is sold with love and the one who buys it does it with love." VISITORS SITTING AT HOSPITALITY AREA
- Embargoed: 8th December 2016 11:01
- Keywords: Herfah clothing
- Location: RIYADH, SAUDI ARABIA
- City: RIYADH, SAUDI ARABIA
- Country: Saudi Arabia
- Topics: Arts/Culture/Entertainment,Fashion
- Reuters ID: LVA00159NYC0L
- Aspect Ratio: 16:9
- Story Text: Combining traditional Saudi Arabian art with contemporary designs for modern dress, the "Herfah by Naeema" exhibition in the Saudi capital Riyadh opened on Monday (November 21).
The three day event is a collaboration between Saudi fashion designer Naeema Alshuhail and Herfah - a Qassim-based NGO that runs programs and activities to promote the work of Saudi women who produce traditional crafts and cuisine.
"These handmade works that you see are made by women and girls of the Herfah association. I take pieces of art that they make and transform them in to modern clothes possible to wear here in Saudi Arabia, Europe or anywhere. Therefore they gain value, and we keep our heritage. We have a very beautiful heritage but it needs care, and (we must be able to) convert it from traditional old things known only by grandmothers to the young people, to wear it and be proud of it," said Alshuhail.
The exhibition has attracted local and international visitors keen to take a look at the abayas for men and women that combine the traditional with the contemporary.
Profits from sales go towards Herfah Aassociation -- so visitors and buyers also provide support to the women behind the project.
"This is creativity, you make a big transformation from something that is heritage to something modern that everyone can use. In addition it's an excellent project as well as it opens up job opportunities for women and girls and this is excellent," said visitor Bariah al-Zubaidi.
Women who are members of Herfah are offered courses and training in a variety of sectors, including fashion design, computer technology, art and public relations.
The organisation supports hundreds of families in the the Qassim region where beliefs are rigid and life can be harsh - particularly for women.
Herfah's approach of support and cooperation is encapsulated in Alshuhail's approach to her work.
"Every piece I design, I do it only if I am completely convinced of it and love it. It has been made with love and embroidered with love and designed with love and is sold with love and the one who buys it does it with love," said Alshuhail.
Herfah has garnered international attention and won the European Union's 2010 'Chaillot Prize', awarded in recognition of groups that create positive developments in the area of human rights in the Gulf region.
The organisation has also received recognition by UNESCO as an NGO working in the field of heritage. - Copyright Holder: REUTERS
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