Saudi fashionista who dressed Paris Hilton looks to bridge East and West

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Dressing Paris Hilton and a Kardashian sister was not enough for Saudi designer Razan Alazzouni who this month displayed her passion for fashion at the Dubai Vogue Experience.

Alazzouni’s audience at the Dubai Mall included world-renowned designer Roberto Cavalli and supermodel Naomi Campbell. All eyes were on the young Saudi who told Al Arabiya News that her creations are unique because they “bring influences from both the East and West together.”

Alazzouni believes that the fashion industry in Saudi Arabia is booming, resulting in more competition for her brand, which she says is “exciting.”

“It’s an emerging industry with many talented people,” she says of the Arab fashion world. However, when looking for inspiration Alazzouni turns to the corporate world; “I look up to many figures in the Saudi business world as inspiration. I aspire to be as successful as they are” she said.

Abdulmajeed al-Hokair, the managing director of Saudi franchise retailer Fawaz Alhokair Co, agreed that the local fashion industry is on the rise.

“The fashion industry in Saudi Arabia is growing and will witness great success in the next few years,” al-Hokair said.

Al-Hokair believes that the industry is in its “golden years”, and although it was hit during the recession has recovered in the past couple of years.

Alazzouni says that having an appreciation for art, both classical and contemporary, sets her apart from designers with a pure fashion background.

This flair was integral in the design process for Alazzouni’s new jewelry line which she recently launched to help her brand “develop and move forward.”
In terms of marketing, Alazzouni says she relies heavily on social media.

“Social media is a very powerful tool. It has given us a lot of exposure on an international level,” she said.

Despite her presence on social media platforms, Alazzouni’s brand has also made it to the print press with her designs being featured in magazines such as Style, OK! and Design.

Razan Al Azzouni's 2014 Spring/Summer collection. (Supplied by fashion designer)
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