The Visionary Behind Saudi Arabia’s Fashion Renaissance
- Reflecting on the past 25 years, what inspired you to create Femi9, and how did your time in Mena Region influence your vision?
Our family has been in the clothing business since 1934, and I wanted to carry the legacy forward by creating a Saudi clothing brand that would last for decades—if not more—and expand geographically. Every country you visit offers a different perspective, and Switzerland was no exception.
- Your family has deep roots in the textile industry. How did those early experiences shape your approach to business and design?
My father taught me the ins and outs of the industry and helped me develop my business acumen. Over time, I gained my own knowledge and evolved as a businessman. However, to this day, I still consult with him to enrich my decisions.
- Fashion retail is highly competitive. What were some of the significant challenges you faced in the early years, and how did you overcome them?
Businesses encounter challenges at every stage, whether in their early days or well into their growth journey. Early on, our main challenges included finding reliable trend consultancy, translating our brand DNA into cohesive designs, and sourcing the right designers—all of which involved a great deal of trial and error.
- The launch of TheLevele.com marked a significant milestone for FAD International. How do you see the role of e-commerce evolving in Saudi Arabia and the GCC?
Previously we acquired the platform, originally called Vanilla, in 2018 and rebranded it as THELEVELE.com. This acquisition was a significant learning experience for the team and me. Most importantly, it gave us an early understanding of online operations ahead of our competitors. Two years later, it was acquired by an investor.
- What challenges did you face in transitioning to online retail, and how did you ensure a seamless experience for your customers?
We faced many challenges, but the most important was encouraging customers to explore our collections online and shop in a new way while ensuring the interface was user-friendly and visually appealing. The e-commerce ecosystem is highly dynamic, and we continue to tackle new challenges as they arise. However, I believe a big part of our success lies in always listening to our customers and prioritizing their satisfaction.
- You emphasize the importance of building a family-like work culture. How does this approach contribute to the success of your organization?
When you have a team that shares the same values, the potential for growth increases exponentially. When everyone is personally invested, teams become more motivated, collaborative, and engaged.
- What leadership principles have guided you in managing a growing team and maintaining a shared vision over the years?
Ownership and responsibility have always been a key focus for me. Openness to new ideas also plays a huge role—even when they fail. A failed idea is often still a success because it teaches us valuable lessons that influence future ventures.
- As a pioneer in Saudi fashion, how do you see the local fashion scene evolving in the next decade?
The fashion industry in Saudi Arabia—and globally—has always been highly competitive. As technology and methodologies advance, I believe the future holds great potential, especially with the strong support from the Ministry of Culture and the Fashion Commission.
- What role do you believe Saudi designers and brands will play on the global fashion stage?
Saudi Arabia is home to many talented designers who have the potential to compete with world-class names. As the country gains recognition as a fashion hub, I believe we will see more local talent making an impact on the global fashion scene.
- What advice would you give to young entrepreneurs looking to make their mark in the fashion industry?
Developing a unique brand identity should always come first. Once you establish a solid and consistent brand image, you can focus on building a business model and translating your brand DNA into a product or service. The final element to consider is pricing.
- What are your long-term goals for FAD International and your brands, both locally and internationally?
Our strategy for the next five years is to expand within the Middle East and beyond.
- Your brands employ a majority of women. How does empowering women align with your personal and professional values?
Our brand is deeply centered around women and femininity. Having strong women on the team is not only empowering but also the right decision for our business. Women excel and innovate in this industry. We have also launched multiple female-centric initiatives, such as WAM (Women’s Appreciation Month).
- What’s your favorite fashion capital in the world?
Paris.
- One item every woman should have in her wardrobe?
The right outfit can enhance a woman’s appearance, but ultimately, her confidence and personal taste determine what she should have in her wardrobe.
- The most valuable lesson you’ve learned in 20 years of business?
Be a jack-of-all-trades. Adaptability and continuous self-improvement are what make and keep you successful.
- Can you name any major achievements you’ve reached in the past year?
Last year was filled with many small wins and a few major achievements. One of the most significant milestones was our listing on Saudi Arabia’s Nomu-Parallel Market, making FAD one of the first Saudi fashion companies to go public. This was not only a proud moment for us but also a strong indicator of the fashion industry’s growth potential in Saudi Arabia and the region.
- We’ve seen that your son, Taim, was involved in the Daum Collection. His drawings of Saudi city landscapes inspired a dedicated collection for Foundation Day. Can you tell us more about it?
Taim is a passionate and emerging young artist. His creative touch added a unique element to the collection. I see him as a great artist, and I wish him a bright future.
“ I feel privileged to
have this opportunity to
represent this rising
kingdom through a
wonderful collection
like this. Saudi is and
has always been a nation
of modernization,
legacy and diversity.”
Artist. Taim Eyad Mashat