‘Fashion-washing’, couture to improve Saudi Arabia’s reputation

Saudi Crown Prince Mohammed bin Salman’s Vision 2030 strategy to diversify the country’s oil-dependent economy has already ventured into the entertainment sector, with billions of dollars spent hosting major sporting and cultural events.

Heavyweight boxing matches, electronic dance music festivals and even Halloween celebrations have reached the kingdom, seeking to present a modern face to the ultra-conservative kingdom at the initiative of the crown prince, also known by his initials MBS.

Now, fashion is serving as the latest arena for Saudi Arabia to seek to improve its international reputation.