Saudi Arabian fashion label HINDAMME has partnered with Arts AlUla’s Madrasat Addeera to launch a limited-edition slow fashion collection
The new collection beautifully translates the ancient landscapes and 7,000-year heritage of AlUla into wearable modern art. Designed by Mohammed Khoja and co-created with more than 26 local artisans, the collection honours AlUla’s position as a crossroads of civilisations while championing traditional Saudi craftsmanship.
The new collaboration brings together one of Saudi Arabia’s leading designers and the skilled hands of Madrasat Addeera to produce a refined selection of abayas and shirts. Each piece captures the essence of AlUla’s dramatic desert landscapes and millennia-old cultural legacy through motifs drawn from ancient petroglyphs, Dadanitic and Lihyanite inscriptions from Jabal Ikmah, and indigenous flora and fauna, including the moringa plant and Arabian oryx.
Slow Fashion Rooted in Authentic Craftsmanship
True to slow fashion principles, every design was developed over one to two months using traditional techniques such as block printing, hand embroidery, silk-screen printing, and metalwork. The result is a collection that feels both contemporary and deeply rooted in place — wearable art that carries the stories of AlUla’s heritage into the present day.
Madrasat Addeera, located in the AlJadidah Arts District, plays a central role in this revival. Housed in the historic building that once served as the region’s first girls’ school, it now functions as AlUla’s premier arts and design centre.
The school offers vocational training in traditional crafts and immersive workshops for visitors, strengthening the local creative economy while preserving and reinterpreting heritage skills for new generations.
This partnership highlights Madrasat Addeera’s growing influence as a hub for heritage-driven creativity and artisan empowerment in Saudi Arabia’s cultural landscape.
A Living Connection to AlUla’s Past and Future
“AlUla has been a source of inspiration and creativity. This legacy, reflected across its heritage sites and natural landscapes, is brought to life through this collection,” says Hamad AlHomiedan, Director of Arts and Creative Industries at the Royal Commission for AlUla.
Designer Mohammed Khoja, who previously created a bespoke AlUla-inspired collection exhibited at the National Museum of Saudi Arabia in 2019, reflected on the project’s deeper meaning: “AlUla is a place where history feels alive, layered and deeply present. This collection proves that heritage is not something we preserve behind glass, but something we evolve, wear and carry forward. The artisans were central to this collaboration — their knowledge added depth and authenticity.”
Textiles artisan Mona Al Joud added: “This collection is a letter from the people of AlUla to Saudi and the world. A lot of love, precision and intention go into each stitch and cut. I hope people can appreciate that every piece carries our story.”
Cultural Luxury in AlUla
The HINDAMME and Madrasat Addeera collection represents a meaningful evolution in luxury fashion that prioritises authenticity, sustainability, and community impact. For travellers visiting AlUla — a destination renowned for its extraordinary archaeological sites, dramatic rock formations, and burgeoning creative scene — these pieces offer a tangible way to connect with and carry forward the region’s rich cultural narrative.
As AlUla continues to emerge as one of the Middle East’s most compelling cultural and luxury travel destinations, collaborations like this underscore its commitment to preserving heritage while fostering contemporary creativity.
Limited in availability, the collection stands as a beautiful testament to the enduring power of craft, community, and the living legacy of one of the world’s most extraordinary ancient landscapes.
