Selfridges is showcasing a selection of Saudi Arabian brands this summer.
Embracing the legacy relationships between the Kingdom and the United Kingdom, Selfridges' iconic Corner Shop on Oxford Street has transformed into an immersive cultural destination. Visitors and Saudis in London looking for an immersive insight into the Kingdom's creative and culinary scene can visit the 'Saudi: Sky’s the Limit' showcase.
Running from July 27 throughout the summer, until September 5, the ambitious retail takeover is bringing together more than 25 promising Saudi brands across a number of creative sectors including fashion, beauty, jewellery, lifestyle, and culinary experiences. Each brand that will be showcasing at the limited edition pop up is Saudi owned and operated, or a home-grown Saudi business.
The Saudi brands taking part in Saudi: Sky's The Limit at Selfridges London
Celebrating the rich spectrum of modern Saudi talent, the "Saudi: Sky’s the Limit" showcase brings a curated selection of the Kingdom’s most innovative brands to London for the first time. Spanning fashion of all kinds, fine jewellery, beauty, and flavours, each brand and participant has been carefully selected to offer an unprecedented, immersive experience that bridges traditional heritage with contemporary design.
High Fashion & Streetwear:
Saudi designers are reimagining the Kingdom’s heritage through architectural lines, art-inspired silhouettes, and contemporary urban cuts.
- Mona Alshebil: Known for refined silhouettes and sculptural tailoring that offer a contemporary take on classic elegance.
- ArAm by Arwa Alammari: Designed by Arwa Alammari, the label presents dresses that effortlessly blur the line between fashion and fine art.
- Rebirth: Showcasing handmade, artisanal pieces built around unique craft details, Rebirth is already stocked in Eleven Monte Carlo, Via Fratelli Lombardi 1 in Forte dei Marmi and at the List-award-winning Nujuma, A Ritz-Carlton Reserve
- 1886: Founded in Riyadh in 2016 by Fahad Al-Jomiah and Khalid Al-Jammaz while studying in London (named after their dorm rooms 18 and 86), the streetwear pioneer blends urban culture with references to Saudi youth. The label brings its core collection of hoodies, joggers, T-shirts, and dresses to Oxford Street.
- Not Boring: Turning Riyadh’s local inside jokes and cultural nuances into distinctive outerwear and graphic sweatshirts.
- Yasmina Q: Bridging conscious craftsmanship with fluid, modern silhouettes. Designed in Riyadh and rooted in sustainable practices, the brand pairs effortless tailoring and premium dead-stock fabrics with subtle cultural nods, offering a refined wardrobe for the modern global woman.
- Kayanee: Featuring a selection of lounge sets and premium wellness products, Kayanee designs to elevate everyday self-care.
Fine Jewellery, Homeware & Accessories:
The jewellery and leather houses featured at The Corner Shop bring architectural precision and sustainable luxury to the forefront:
- OFA: Offering sentimental 18-carat fine jewellery designed to be passed down through generations.
- Yataghan: Hailing from Jeddah, the label presents structural, architectural earrings and bold chain necklaces.
- Jeed: Delivering contemporary fine jewellery that captures modern Saudi identity.
- Bovenue: A luxury bag label focused on sustainability, artfully reworking leather offcuts into timeless accessory designs.
- Artfeena: Design-led homeware and artistic lifestyle accents inspired by Saudi culture.
Beauty & Fragrance:
The beauty and fragrance selection explores rare natural botanicals, regional scent traditions, and modern self-care formulations:
- Batlah: Haute perfumery blended with rare ingredients, including the prized Taif rose.
- Badr Harqan: Creating evocative, hard-to-place scents drawn directly from Saudi Arabia’s natural landscapes, rituals, and collective memories.
- Assaf Perfumes: High-end luxury fragrances representing the Kingdom's rich olfactory history.
- Moonglaze: Launched in Selfridges in 2025 and founded by Forbes 30 Under 30 candidate, Yara Alnamlah, Moonglaze's signature skin-glow products and radiant beauty essentials will be available to try and purchase at the pop-up.
Gastronomy:
At the heart of the takeover is a celebration of Arabian hospitality, featuring regional delicacies, single-origin coffee, and curated home décor:
- Lâm Bakery: The Parisian bakery founded by Saudi entrepreneur Dr Abdullatef Alrashoudi brings its signature Middle Eastern-infused French pastries to London for the very first time.
- Jazean Coffee: Specialty coffee that honours generations of farmers in the Kingdom’s southern mountains who have preserved Arabica coffee culture for centuries.
- Ganache: Artisanal, halal chocolates and luxury dessert creations.
- Nua: Handpicked, premium dates celebrating regional agricultural heritage.
The Background of 'Saudi: Sky’s the Limit' Showcase
Created in partnership with Milaf Global, a food and beverage group owned by Saudi Arabia’s Public Investment Fund (PIF), the pop-up coincides with Selfridges’ broader "Dream On" summer programme. Designed to elevate homegrown talent to global consumer markets, the showcase highlights the Kingdom’s rich craft history, modern design movements, and culinary traditions.
Welcoming the collaboration, Judd Crane, Selfridges’ Executive Director of Buying and Brand, noted that it offers customers a chance to discover Saudi brands reflecting creativity, quality, and innovation: “The Corner Shop takeover is a unique destination that showcases a curated edit of some of the very best in Saudi fashion, beauty and confectionery. The partnership reflects our commitment to supporting emerging talent and celebrating the diversity of makers and designers beyond the traditional fashion capitals of Paris, Milan, London and New York.”
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Saudi: The Sky's The Limit at The Corner Shop, Selfridges London
Open from July 27 - September 5, 2026
400 Oxford St, London W1A 1AB
@theofficialselfridges
