Nouf Al-Rashed, Saudi designer and founder of the label Narma, has introduced her debut collection “Agal” in London, offering a unique fusion of traditional Middle Eastern design with a modern, sustainable twist. This launch, highlighting Al-Rashed’s commitment to heritage and environmental consciousness, showcased designs inspired by the agal—a black cord traditionally worn by Arab men to secure the ghutrah. “The Agal collection is inspired by the rich heritage of the Middle East, particularly the agal, a symbol of honor, pride, and identity,” Al-Rashed shared with Arab News. With the agal motif woven into each piece, the collection merges cultural respect with a global, contemporary aesthetic.
Inclusivity stands at the heart of Narma’s Agal collection, which breaks with tradition by reimagining the agal as an empowering symbol for women. “As women were traditionally excluded from the Agal, we wanted to bring in the idea of a woman’s crown,” Al-Rashed explained. She envisions the collection as a tribute to cultural identity that resonates with today’s audiences while extending traditional designs beyond gender boundaries. The label’s ethos also embraces accessibility and versatility, moving away from strictly gendered clothing to make fashion a shared expression of pride and heritage.
Sustainability is another core value for Al-Rashed, who emphasizes ethical practices in every step of the design process. Narma’s approach to eco-conscious fashion includes sourcing eco-certified fabrics, upcycling dead-stock materials, and collaborating with partners who adhere to fair labor practices. Each garment is meticulously crafted to eliminate fabric waste, supporting Al-Rashed’s commitment to “slow fashion” with a limited-edition approach. “We work with partners who follow fair labor practices and prioritize minimizing environmental impact,” she explained. By launching only one curated collection annually, Narma avoids overproduction and maintains its sustainable ideals.
While the Agal collection’s debut took place in London, Al-Rashed plans to showcase it in Saudi Arabia by the year’s end, bringing the culturally resonant designs back to their roots. Reflecting on her journey, Al-Rashed attributes much of her inspiration to her mother’s philanthropic work and her father’s business success, shaping her vision to make a meaningful impact. “Soon in Riyadh, we will be bringing Narma back to the culture that inspired the collection,” she said, hoping to inspire audiences with a sense of curiosity and pride in shared heritage.