Asharqia Chamber, represented by its Businesswomen Council, in cooperation with the Fashion Association, held on Wednesday, August 27, 2026, the “PFA Studio – Asharqia Edition” meeting, in the presence of Chamber Board member Sarah bint Essam Al-Muhaideb. It was accompanied by a panel discussion titled “The Journey of Building a Saudi Fashion Brand,” with the participation of the Chairman of the Fashion Association’s Board, Fahad Al-Jumaiah, the Vice Chairwoman of the Fashion Association’s Board, Mashael Al-Dakhil, and the CEO of the Fashion Association, Lulwah Al-Shaqha. Founding member of the Fashion Association Nouf Al-Sudairi and Fashion Association member Muna Al-Shibl also spoke, and the discussion was moderated by Programs Specialist at the Fashion Association, Lina Al-Bishr.
In her speech on the occasion, Asharqia Chamber Board member Sarah bint Essam Al-Muhaideb said that talking about the fashion industry in the Kingdom today is no longer merely about a creative sector, but about a promising industry carrying great opportunities, which gives national talents the space to present products and brands capable of competing locally and globally.
She explained that the Eastern Province possesses young creative energies that deserve to see the light, and that their ideas should turn into sustainable projects and their emerging brands into success stories we are proud of.
She noted that forming a distinctive brand identity is not a matter of chance, but an extended path that begins with an idea, then a clear identity and vision, passing through an understanding of the market and customer needs, and ending with achieving product quality and continuous development. Above all, it requires the belief that a Saudi brand can have its own presence and carry its identity to the world with confidence.
Al-Muhaideb affirmed that the meeting comes within Asharqia Chamber’s role in supporting the business ecosystem, creating an environment that helps project owners and talents grow, connecting them with opportunities and expertise, and strengthening communication between the private sector, creatives, and entrepreneurs, contributing to turning ambitions into real projects and success stories.