HINDAMME, the Saudi luxury label founded by Mohammed Khoja, unveiled the Hejaz collection at Riyadh Fashion Week under the patronage of Her Royal Highness Princess Al Joharah bint Talal bin Abdulaziz Al Saud.
An iconic love letter to the Hejaz, the Hejaz collection is a sartorial resurrection, an odyssey through Western Arabia, long revered as a cradle of faith, trade, poetry, and architectural beauty. Through sacred proportions, structured silhouettes, and poetry-printed textiles, the collection channels the metaphysical gravity of a land that has shaped both belief and beauty for millennia.
From mohair and silk to red vinyl and mirrored printed calfskin, fabrics become vessels of storytelling. Kufiyah hats reappear as sculptural emblems, while silhouettes fuse East and West in bold new forms. Each piece carries the weight of centuries, refracted through a modern, avant-garde lens.
“Hejaz is an eternal idea,” says Mohammed Khoja, founder and creative director of HINDAMME. “This collection honours my layered history while imagining what its future could look like. It is my love letter to the Hejaz and to my father’s homeland, and my message that Saudi creativity is shaping cultural dialogue.”
The colour palette shifted between warm and muted tones, capturing the balance between heritage and modern urban life.
The collection also featured a series of collaborations and tributes rich in symbolism. Among them was a tribute to artist Abadi Al Johar, honouring him as one of the icons of Hejazi music, and a poetic dedication to Dar Al Hanan School, the first school for girls in Saudi Arabia, in recognition of its pioneering role in women’s empowerment and education.
Khoja collaborated with designer Hala Al Gharbawi on a bold metallic gown dedicated to HRH Princess Al Joharah bint Talal, as a gesture of appreciation for her continuous support of Saudi talent and her contributions to the Kingdom’s design and cultural landscape, a moment that Princess AlJoharah was deeply humbled by, she shared with Villa 88.
Princess Al Joharah bint Talal, who looked stunning in a Hindamme dress from the showcased collection, took to Instagram to share a heartfelt moment when Mohammed Khoja thanked her after the show. She wrote: “What a great privilege it was to watch this incredible fashion show by Khoja, a talented designer and a great friend.
Princess Al Joharah bint Talal Al Saud attended the show alongside her siblings, Their Royal Highnesses Prince Mashhour bin Talal Al Saud and Princess Al Maha bint Talal Al Saud.
