My Kingdom: A celebration of Saudi Heritage

The Mamlakati collection launch was more than just a fashion event—it was a celebration of heritage, innovation, and the ever-evolving spirit of Saudi Arabia.

“Mamlakati” by DAUM transformed the essence of Saudi culture and history into wearable art, celebrating the Kingdom’s unique identity. In an exclusive event, Femi9 guests embark on a journey through this year’s DAUM collection— where fashion, art, and technology seamlessly merge to narrate a captivating story under the theme Mamlakati (My Kingdom). The collection launch coincided with Saudi Foundation Day, paying tribute to the nation’s rich heritage and proud legacy.

The experience began at the entrance, where a dynamic laser show introduced the Mamlakati collection, setting the stage for an evening of creativity and discovery. Inside, the collection came to life in a curated art gallery, showcasing designs inspired by the heritage and modern spirit of three iconic Saudi cities: Jeddah Capsule – Reflecting the city’s vibrant coastal energy through fluid silhouettes and dynamic movement. Diriyah Capsule – Embodying tradition with structured designs and timeless elegance. Al Ula Capsule – Capturing the beauty of nature with earthy tones and artistic textures.

At the heart of the event, artist Taim Mashat brought the collection’s inspiration to life through live artwork, expressing a deep passion for Saudi Arabia. A dedicated interview lounge hosted engaging conversations while Saudi celebrities, influencers, and fashion personalities graced the occasion—many adorned in pieces from the new collection, adding to the glamour of the reveal.

Guests also immersed themselves in a digital journey, exploring the landscapes and cultural influences behind the collection. Interactive experiences, including a magnetic board and a themed photo booth, allowed attendees to engage with the creative process and capture unforgettable moments.

The Mamlakati collection launch was more than just a fashion event—it was a celebration of heritage, innovation, and the ever-evolving spirit of Saudi Arabia.