Kawthar Alhoraish, the founder of Kaf by Kaf, has emerged as a significant player in Saudi Arabia’s vibrant fashion industry. Her recent selection as a finalist for the Ready-to-Wear Award at the 2024 Fashion Trust Arabia (FTA) Awards highlights her growing prominence. This nomination places her among a distinguished group of designers competing for one of the top honors in Middle Eastern fashion, underscoring her commitment to her craft and her role in promoting Saudi culture internationally.
I am deeply grateful for the support and encouragement I have received from my team, family, and the fashion community. As a Saudi designer, I feel a deep sense of pride and responsibility to showcase the beauty and diversity of our culture through my work. I hope to inspire other Saudi designers and encourage them to pursue their dreams in the world of fashion.” Her FTA nomination offers a chance to present her work to a larger audience, attract new clients, and connect with potential retailers and investors. “This recognition can open up new doors and opportunities for my business,” she added.
Winners of the awards stand to gain financial grants between $100,000 and $200,000 based on their business size, with an additional $50,000 for the Franca Sozzani Debut Talent Award recipient.
Additionally, collections from the winners in categories such as Evening Wear, Ready-to-Wear, Accessories, and Jewelry will be displayed by FTA’s retail partner, Harrods, for a season, offering significant global visibility. “The impact of having my collection showcased at Harrods would be immense for Kaf by Kaf. It would elevate the brand’s prestige and credibility on the global stage,” Alhoraish noted. “The association with such a prestigious department store would lend a sense of luxury and exclusivity to the brand, further solidifying its position as a leading name in Saudi fashion.”
The Ready-to-Wear category winner, for which Alhoraish is competing, will also receive an internship in London with Huntsman and have the opportunity to create a capsule collection for the retailer’s e-commerce platform. Moreover, Maison De Mode, a luxury ethical fashion retail platform, will provide tailored mentorship to all seven winners, emphasizing sustainability and ethical fashion practices.
Alhoraish plans to use any potential grant to expand her business, which she established in 2019, across the Middle East and North Africa and into global markets.
“I would invest in new equipment and machinery to increase production capacity and meet growing demands. I would also use the funds to explore new product categories, such as accessories or home goods, while staying true to the brand’s aesthetic,” she explained.
Her designs, known for intricate textiles, vibrant colors, and traditional craftsmanship, draw from her Saudi heritage while incorporating modern elements. “For example, I might use traditional embroidery techniques on contemporary silhouettes or integrate traditional patterns into minimalist designs,” she shared. “I also believe in the power of storytelling, and I often draw inspiration from historical events or cultural narratives to create designs with deeper meaning.”
Regardless of the FTA Awards outcome, Alhoraish has ambitious goals for Kaf by Kaf. “Within Saudi Arabia, I aim to establish the brand as a leading luxury fashion label, renowned for its quality, craftsmanship, and cultural significance,” she said. “I envision Kaf by Kaf becoming a household name, synonymous with elegance and sophistication.”