The Fashion Lab Cohort 2 is powered by The Greenhouse by Chalhoub Group and many key collaborators Snap Inc., Instagram, Boltable Studios, Khamsa and Saudi100 program. Additionally, YARN, a multi-brand e-commerce platform launching soon in Saudi Arabia, joined as the program’s preferred online platform, offering participants a unique opportunity to showcase and sell their creations.

A Week of Launch Activities and Insights

The Fashion Lab Cohort 2 launch week included dynamic activities to kickstart the journey:

●       Brand Photoshoots and Interviews: Conducted with program partner Khamsa Publication.

●       Workshops and Keynotes: An in-person session on “Building a Winning Brand” led by Chalhoub Group’s David Dessureault, and a keynote titled “From Fabric to Pixels: Wearable Experiences in Roblox” by Boltable Studios. The UAE-based studio shared insights from their success with over 30 million virtual items sold on Roblox.

●       Launch Party at Iris Café, Riyadh: The launch week concluded with an exclusive event bringing together the Saudi fashion scene and providing an opportunity for attendees to interact with the 10 chosen Fashion Lab brands.

The Journey Ahead

The Fashion Lab Cohort 2 provides participants with exclusive access to Chalhoub Group's expertise through workshops and mentorship sessions designed to refine designers’ business models and expand their commercial reach. Over the next four months, the 10 selected brands will join 20+ sessions led by experts such as Ana Canadas (Director of Fashion Innovation), Reda Keddaji (Head of Buying, Tryano), and Husain Al Muhandes (Regional Retail Manager, KSA). These sessions will focus on critical areas including Saudi market strategies, commercial growth, and fashion business fundamentals.

Ana Canadas, Director of Fashion Innovation at Chalhoub Group, said: “From the selection process to hands-on mentorship, my focus is on empowering these 10 brands to harness their potential and refine their business acumen. It’s inspiring to witness their growth and to support Chalhoub Group's commitment to fostering local talent in Saudi Arabia’s dynamic fashion landscape.”

What’s Next

Fashion enthusiasts can follow the program on Instagram and TikTok (@fashionlab.sa) and can soon shop the participating brands on YARN (yarnofficial.com).

The Fashion Lab program reflects Chalhoub Group’s vision of empowering the next generation of Saudi designers to define their place in the global fashion industry. By embedding the Group’s commitment to commercial excellence and creating opportunities for brands to grow in the region and beyond, the program is a catalyst for their long-term success.

-ENDS-

ABOUT CHALHOUB GROUP:

INSPIRE | EXHILARATE | DELIGHT

For over six decades, Chalhoub Group has been a partner and creator of luxury experiences in the Middle East. The Group, in its endeavour to excel as a hybrid retailer, has reinforced its distribution and marketing services with a portfolio of ten owned brands and over 450 international brands in the luxury, beauty, fashion, and art de vivre categories. More recently, the Group expanded its expertise into new categories of luxury watches, jewellery, and eyewear. 

Every step at Chalhoub Group is taken with the customer at heart. Be it constantly reinventing itself or focusing on innovation to provide luxury experiences at over 750+ experiential retail stores, online and through mobile apps, each touch point leads to delighting the customer.  

Today, Chalhoub Group stands for over 16,000 skilled and talented professionals across eight countries in the Middle East, whose cohesive efforts have resulted in the Group being certified as a Great Place to Work in several countries. 

To keep the innovation journey going, the Group has set up “The Greenhouse”, which is not just an innovation hub, but also an incubator space and accelerator for start-ups and small businesses in the region and internationally. This is just one of the several initiatives taken by the Group to reinvent itself, catalysed by forward thinking and future proofing. The Group has also been embedding sustainability at the core of its business strategy with a clear commitment towards people, partners, and the planet, and by being a member of the United Nations Global Compact Community and signatory of the Women's Empowerment Principles.

ABOUT THE GREENHOUSE

The Greenhouse is Chalhoub Group’s space for bold entrepreneurship and innovation, dedicated to nurturing the next generation of MENA entrepreneurs. Through its Startup Studio and Programs, The Greenhouse drives growth by providing resources, mentorship, and market access, offering entrepreneurs a platform to scale their ventures and succeed.

ABOUT BOLTABLE STUDIOS

Based in the UAE, Boltable Studio is a leading Roblox design studio known for its creative innovation in the virtual world. With a portfolio that includes the in-game brand "Prince Clothing" and immersive experiences like Liberty Airlines, Boltable has outperformed industry giants like Nikeland and Gucci Town.

ABOUT ANA CANADAS

Ana Canadas, Director of Fashion Innovation at Chalhoub Group, brings 17+ years of expertise in creative direction, commercial strategy, and brand building. A founding member of Farfetch and Ounass, she has collaborated with global fashion brands while navigating diverse markets. Ana’s leadership drives innovation in the evolving luxury fashion landscape.

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