Hia Hub and Fashion Futures, a platform for fashion industry leaders and disruptors to discuss and engage, kicked off its third edition in the Kingdom of Saudi Arabia tonight. Held in the historical area of Diriyah, in the Jax District, the November 3-7th event is an annual one for people to learn from some of the greatest minds in fashion, business, art, and content creation.

Called the biggest fashion, beauty, and style conference in the Middle East, it’s bringing in fashion heavy hitters like supermodel Kate Moss, Lebanese shoe designer Andrea Wazen, actress Nadine Nassib Njeim, Yoon Ahn, and Dalia Mubarak- and these are just a few of the names. The five-day event is jam packed with masterclasses and workshops.

As you arrive, golf carts carry guests from the main road to the entrance of the venue. Once your badge is retrieved and guests go through security, the attention is stolen by all the colorful elements. A main street-esque setup describes the event. Held not in one place but in several buildings off this “main street” is the opportunity for guests to engage deeply into the regional fashion wonderland.

Masterclasses are held in a large pink building, while workshops and seminars are held in a yellow building. The interior of these spaces is chic and inviting with warm gray tones. A Bulgari building will take you on an immersive experience to find out more about the brand’s serpentine collection. There’s also a Richard Mille building that I’m saving until tomorrow to dive into. The Saudi 100 Brands has an exhibition on display, of a few of their brands that they have helped to cultivate and grow internationally. There are places to buy from Saudi designers, as well as a VIP lounge to unwind in. At the end of the main street, guests will find a stage with relaxed seating, as well as a place to buy food and a bar for mocktails.  

Kicking off today was an engaging panel with Nadine Kanso and Razan Alazzouni, who talked about how to forge a dominant brand presence in the region. Topics from the importance of collaborations, to engaging with customers, knowing and understanding your customer base was discussed. One of the co-founders of Future Bedouin, unpacked in a workshop the significance of exploring the impact of modern technologies on artistic innovation and expression. Their main point is that AI is here to stay, so it’s a tool that digital artists shouldn’t be afraid to engage with. And, Yoon Anh, the founder of fashion brand Ambush took to the stage, in a panel moderated by HH Prince Fahad Bin Faisal, discussing the art of mastering brand collaboration, tech innovation, and the success behind sell-out collections.

The five-day event has kicked off with a buzz, starting at 3pm and going into the night.