The Federation de la Haute Couture et de la Mode, the organization that oversees Paris Fashion Week and Haute Couture Week, has appointed Saudi influencer Nojoud Al-Rumaihi, who is also a fashion and luxury consultant, as its first Middle Eastern ambassador for haute couture. 

Through the ambassadorship, the federation and Al-Rumaihi will collaborate to share the latest shows, collections and events from the upcoming Haute Couture Fashion Week, which runs from June 24-27, with audiences around the world, according to a statement. 

“It is a profound honor to join the federation as an ambassador, marking a significant milestone in celebrating the pinnacle of fashion, couture. It is truly inspiring to have the opportunity to create content and share the latest updates with the Arab world,” Al-Rumaihi told Arab News.

When it comes to her goals in her new role, Al-Rumaihi said building bridges was key.

“My goal is to create a vibrant bridge between the fashion scene of the Middle East and the international community,” she said.

In addition, the fashion industry insider is keen to showcase regional talent on the international stage.

“By fostering collaborations, showcasing Middle Eastern talent on global stages, and promoting cultural exchange, I aim to enhance mutual understanding and appreciation between these diverse fashion worlds,” she said.

Al-Rumaihi is a notable fashion figure in the Kingdom. 

Earlier this year, she teamed up with German luxury e-tailer Mytheresa for a Ramadan and Eid Al-Fitr campaign shot in Saudi Arabia. 

The edit featured the influencer’s top picks from labels such as London-based Roksanda, New York-based fashion house Markarian, British brand Self-Portrait, and red-carpet mainstay Taller Marmo.

It was the e-tailer’s third partnership with Al-Rumaihi, which the influencer previously told Arab News was key in understanding the coveted Saudi market.

“Having a Saudi creative perspective can help international brands and e-tailers gain valuable local cultural insights with an authentic perspective that can help them connect with the Saudi market more effectively,” she said, adding that including local voices in the decision-making process can ensure international brands project a message that is culturally relevant.