Inside Zari Fashion Bazaar, Saudi Arabia’s first virtual fashion event

In the Arab world, the industry is also opening up to new channels of communication and creativity. 

Last week, Sara Obeid, founder of a Riyadh-based event management company, teamed up with Saudi visual effects producer Jumana Shaheen to host the country’s first-ever 3D fashion event. 

Entitled “Zari” — named after a traditional type of embroidery that uses metallic thread — the three-day digital-only event was a direct response to the myriad cancelations brought on by COVID-19. 

“Having friends who work in fashion, I’ve come to know first-hand the disastrous effects those in the industry have had to endure due to the pandemic,” said Obeid to Arab News. “As it was Ramadan, we began to think how wonderful it would be to bring people together over a traditional bazaar. From that idea, we developed it further to become a virtual fashion forum that hosts four main sections,” she added.

The four sections include: Zari Bazaar, a virtual space where local designers can showcase their products in booths; Zari Academy, a panel of fashion experts such as Chief Executive of the British Fashion Council Caroline Rush hosting discussions, workshops and talks; Zari Exhibit, a collection of images of traditional Saudi clothes and accessories; and Zari Lounge, a digital infinity pool for guests to virtually hang out and network.