Revolutionizing Saudi Fashion: Mohammed Khoja’s Mission
RIYADH: In a groundbreaking move towards a more contemporary Saudi design identity, Mohammed Khoja, the innovative mind behind luxury label Hindamme, is on a mission to integrate his experiences as a Saudi and showcase them to a global audience. Khoja’s ultimate goal? Opening doors and spreading Saudi culture far and wide.
Hindamme has seen remarkable growth since its inception, with Khoja optimistic about the future. Seeing a surge in demand and opportunities for expansion, Khoja believes brands like his are becoming increasingly lucrative in recent months.
The Essence of Hindamme
The name Hindamme, an old Arabic adjective meaning “a harmonious aesthetic form,” perfectly encapsulates Khoja’s vision for his brand. With a bold yet minimalist approach to ready-to-wear fashion, each creation aims to capture this essence.
Khoja’s “Season V” collection, for instance, drew inspiration from color theory and featured mood-enhancing gradients, futuristic themes, and nature-inspired fabrics like velvet, nylon, and satin. Debuting in Paris alongside 15 other Saudi designers at the Emerge event, organized by the Saudi Fashion Commission and MoCX, Khoja showcased his innovative designs to the world.
Designed during COVID-19 lockdowns, “Season V” was a reflection of Khoja’s desire to reconnect with the Earth, featuring a heat temperature-gradient blazer as a poignant reminder of climate change.
Exploring Saudi Culture Through Fashion
For his latest collection, Khoja drew inspiration from different regions of Saudi Arabia, creating a visual love letter to the Kingdom’s cultural diversity. Each piece acts as an elevated postcard, inviting viewers on a journey to discover the beauty of each region.
Months of extensive research went into capturing the essence of iconic landmarks from regions like Jeddah, Riyadh, Aseer, Eastern Province, and AlUla in Khoja’s designs.
Highlighting Saudi Regions
AlUla
“The AlUla shirt pays homage to the region’s rich ancient history, featuring elements from Lihyanite and Nabatean civilizations, along with iconic landmarks like Hegra and Elephant Rock,” Khoja explains.
Aseer
Khoja’s Aseer silk shirt showcases the Rijal AlMaa village backdrop adorned with Al-Qatt Al-Aseeri patterns, inspired by the region’s rich cultural heritage and craftsmanship.
Jeddah
“Jeddah’s vibrant colors and breathtaking sunsets take center stage in this design, capturing the essence of the coastal city with elements like the famous fountain and historical architecture from Al-Balad,” Khoja reveals.
Eastern Province
Featuring iconic landmarks like Jabal Qarra and Dammam Well No. 7, the Eastern Province design pays tribute to the region’s history and significance.
Riyadh
The Riyadh silk shirt blends modern-day landmarks with traditional motifs, showcasing the capital’s rich past alongside iconic structures like KAFD, Kingdom Tower, and Al-Faisaliyah Tower.