Saudi Cultural Missions Theses & Dissertations
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Item Restricted Wearing the Abaya: Changes in Generation preferences in relation to Colour and Style(university of the arts london, 2024-09-18) Alghamdi, Ghaida; Jin Hur, YoungThe Abaya is considered an important part of all women in Saudi Arabia. In previous research, there is limited knowledge of the preferences of wearing an Abaya’s specific deigns. Regarding the new changes in Saudi. This research examines the Preferences of Generation Z and Millennials in wearing the Abaya relating to style and color. A quantitative research was conducted targeting a population women of the age 18- 43 years old. The survey measured Abaya preferences depending on style and color. Based on a local research, three styles were chosen in two different colors related to their wearing intentions. The groups were divided into two generations for a comparative analysis within and between groups. Data were analyzed by three-way ANOVA (Age, Style, and color). This study showed that Generation Z is more likely to wear the color black more than blue. Even though they showed that minimal preferences to the presented styles. On the other hand, Millennials preferred the formal style of the Abaya more than the other styles. The results of this study are expected to be used as an experimental information in various fields, such as fashion and social psychology, to expand the research area based on the fashion evolvement in relation to culture in Saudi Arabia.9 0Item Restricted Precision & Prestige: Chronicling the Emergence & Evolution of the Luxury Fashion Wristwatch(The New School - Parsons Paris, 2024-05-30) Almashabi, Deema; Cotta, LaurentThis thesis explores the intricate relationship between haute couture and haute horlogerie, exploring the evolution of wristwatch collections from premier fashion houses. Starting with a poetic contemplation on the nature of time, influenced by philosophers, poets, and scientific advancements, it shifts focus to the physical manifestation of time through the wristwatch. This accessory transcends its functional role, embodying social, emotional, economic, and existential dimensions. The historical journey from ancient timekeeping methods to the precision of modern mechanical watches sets the stage for an in-depth analysis of the wristwatch's evolution as both a technical marvel and a fashion statement. Marked by significant technological advancements and shifts in societal perceptions of time, this research highlights the transition of wristwatches from practical tools to emblematic instruments that signify beyond their functional purpose. By examining the entry of haute couture and luxury brands into the world of haute horlogerie, the thesis seeks to understand how these iconic labels have balanced their unique brand identities with the stringent standards of high-end watchmaking. Through case studies of Dior, Hermès, and Chanel, it investigates the historical and contextual factors influencing their wristwatch collections. The central research question probes the evolution of these brands' initial wristwatch collections, focusing on the transformative impact of design, craftsmanship, and industrial advances. This exploration is set against the backdrop of global watchmaking centres and the fundamental role of Place Vendôme in linking haute couture with precision watchmaking, iv offering insights into the seamless integration of fashion and functionality in the realm of luxury timepieces. In investigating the trajectory of these brands’ initial wristwatch collections alongside their brand heritage and methodologies, this research will employ a multifaceted theoretical analysis approach. Drawing upon a wide array of historical documentation, fashion archives, and industry reports, the study aims to dissect the nuances of brand evolution in the context of watchmaking. Comparative analysis will further illuminate the distinct strategies adopted by the brands mentioned above, shedding light on how each brand’s unique identity and aesthetic have been woven into their timepiece collections. Through this lens, the research will critically assess the interplay between tradition and innovation, scrutinizing how historical significance and contemporary advancements converge within these wristwatch collections. This methodical examination will enable a deeper understanding of the symbiotic relationship between luxury fashion brands and high watchmaking, offering new perspectives on the enduring legacy and future endeavours of luxury fashion brands venturing further into high watchmaking.32 0Item Restricted Hijab Meets Style | Incorporating service design to simplify the shopping experience for Saudi Hijabi GenZ’s when abroad(University of the Arts in London, 2024-02-16) Sharaf Aldeen, Wejdan; Barber, SamThe realm of fashion expands beyond surface trends and visual appeal, serving as a convergence point for culture, identity, and individual beliefs (Davis, 2013). For Muslim women, the selection of clothing holds deep meaning, going beyond mere style to embody a balanced fusion of modesty and religious dedication (Bernier, 2022). In contemporary Islam, women wear the hijab, a veil covering their hair, and fashionably modest attire covering the chest, legs, and arms. (Rahman et al., 2016, p. 218). The growing modest fashion industry is driven by fashion-conscious Muslim consumers combining a symbol of adherence to Islamic principles with a modern interpretation of modesty that allows for self-expression within contemporary fashion trends (The Cooper Hewitt, 2021). The Global Islamic Economic 2019/20 study projects that Muslim consumer spending on clothing and shoes increased in 2018, reaching 283$ dollars and is projected to grow in 2024, reaching 402$ billion (Dinar Standard, 2019). Despite the growth and demand for modest wear, Madeeha Najeeb (2019) confronts the lack of availability for Hijabi clothing options in mainstream retail and emphasises the neglect of a substantial market gap. This challenges Muslims worldwide to undergo a time-consuming process of matching pieces from different local and international brands to create full hijabi wear, including the headscarf (Hassan & Harun, 2016). This dilemma frequently results in the repetition of outfits and discontent with their wardrobe selections, impacting their self-esteem and confidence level. Today, Gen Z Saudi Muslim women emerge as dominant consumers who prioritise fashionable clothing and seek recognition, diversity, and inclusivity from fast fashion brands. According to a study by Brand Genetics, the Saudi Gen Z generation is characterised by a «more liberal, risk-taking, entrepreneurial mindset» (Alexandra, 2021). Saudi Arabia stands as a major market in the domain of modest clothing. (Herrmann, 2022). Under the Saudi Vision 2030 initiative, significant legal reforms have taken place, marking progress in the status of women in Saudi Arabia by granting them the freedom to choose their clothing over the traditional Abaya and enabling them to travel abroad without strict guardianship (Sadek, 2019). Contemporary Saudi Gen Z women are empowered and expanding their horizons through travel while simultaneously aspiring to uphold their stylish religious identity. Thus, addressing this issue is crucial to empower Saudi Muslim women and help them access diverse Hijabi fashion choices, boost their confidence in navigating diverse foreign cultures abroad, foster a sense of belonging and inclusion, and simplify their shopping experience.42 0Item Restricted Curating Digitization System: Digitizing Value-driven practices of Intangable Cultural heritage Fashion for Nation branding and Safeguarding(Saudi Digital Library, 2023-07-18) Alsager, Rynad; Vacca, Federica; Carulli, MarinaThis thesis explores the concept of Nation Branding and its influence on sustainable development through the digitization of a country’s Intangible cultural heritage (ICH) resources, to enhance the Saudi brand spiritual identity and Safeguard ICH fashion. focusing mainly on ICH fashion craftsmanship. Fashion is a crucial aspect of a country’s visual identity, it’s a source of pride for a country’s people, reflecting its traditions and values, contributing to both its economy and culture. However, in the case of Saudi Arabia rebranding and digital transformation, we notice a gap as there is limited access to information regarding Saudi ICH fashion on the internet, specifically relating to its intangible values that drives its fashion design aesthetics and functionality. This creates a gap in communication and connection between the Saudi Fashion identity and its digital generations fashion identity. the researcher is proposing a digitization system to establish and sustain an accessible digital point for craftsmanship and driving values of Saudi CH fashion on the internet. To address this issue, the research methodology employed a curative-innovative digitizing system, incorporating a qualitative Hybrid design using exploratory, historical documentation, and information design methods. Information design stage was in partnership with The Royal Institute of Traditional Arts (TRITA). As it was established as part of the Saudi Vision 2030 initiative to safeguard and educate Saudi Arabia’s culture for new generations as well as to promote its heritage with the world. It is important to note that the project section of the research represents the author’s opinion and is not endorsed by the Royal Institute of Traditional Art. Furthermore, it should be emphasized that this is a hypothetical scenario reflecting only the researcher’s perception. Moreover, the project part investigated Sustainability as driven-value to test the efficiency of the methodology, and choose Najd, the central region women’s fashion as scope to investigate it, and Al-Miqtaa costume craftsmanship as digitization sampling. The research findings confirm the validity of this digitizing system and highlight the value-driven nature of Saudi CH fashion, representing rooted and active values that can be a competitive advantage for the Saudi economy and branding archetype. Additionally, as part of the sampling project, it has been validated that sustainable design-thinking is deeply embedded in the Saudi society’s inheritance, resulting from the economic and environmental challenges they faced.11 0