The Definitive Home Of Luxury

This week, we sit down with marketing consultant and social media expert Nojoud Al Rumaihi to discuss the power of vision, fostering a community, and the style advice she swears by, in the season’s most iconic new looks.

Tell us about yourself.

I’m a marketing consultant, social media content creator, and the founder of Ci consultancy. With over a decade of experience, my focus is on the luxury fashion and beauty industry in the GCC. I’ve also had the honour of collaborating with renowned luxury houses such as Dior, Hermès, and Cartier, both as a content creator and a consultant. My journey is defined by an unmatched expertise and a distinct style, and I proudly represent modern Saudi women in the ever-expanding global market.

How did you first discover your passion for luxury fashion, and what inspired you to venture into consulting and entrepreneurship?

I developed an interest in fashion from a young age, being drawn to the creativity, craftsmanship, and aesthetic appeal of luxury brands. That interest developed through exposure to social media, magazines, and fashion events. What inspired me to venture into consulting was by identifying a gap in the market to share industry expertise, and a desire for a creative approach to services.

Tell us about your selections from the Fall/Winter ’23 collections.

The first look was a classic Bouguessa suit paired with Bottega Veneta pieces. Bouguessa is a brilliant Middle Eastern designer, and this timeless style suits me well. The second look was a dreamy red Solace London outfit, evoking old Hollywood glamour, made modern with The Attico accessories. The third look celebrated Amina Muaddi with her latest pieces on Ounass, she is a true industry inspiration. Lastly, I went for a bold denim-on-denim look with accentuated flowers, which added a fun twist. Giuseppe di Morabito’s designs are perfect for editorials. I also wore the one and only Prada for the video, which I love to see on Ounass.

What emerging designers or regional brands on Ounass do you believe are making an impact in the fashion industry?

Bouguessa - a designer I have known for years now. She creates timeless, elegant pieces that can travel across many cultures and styles, and is one of the designers who truly understands the women she dresses and what suits them. She recently made a dress named after me, which was a perfect representation of my style and personality. Yousef Akbar as well, who dares to challenge conventions in the cutting and construction of garments, all while preserving an air of elegance and femininity. Yousef is an example of what designing outside the box means.

As a tastemaker in the fashion industry, how do you stay ahead of the curve and predict the upcoming seasonal trends that your audience would love to see and shop?

A mix of insights, digesting a daily amount of fashion information, and analyzing fashion shows. I put in a lot of time into reading about fashion from both a styling and a business perspective.

What Fall trends are you looking to incorporate into your wardrobe?

Exceptional well-made classics and basics that feature sophisticated, tailored silhouettes. A shirt and tie combination. Statement earrings. Wearing scarves and shawls with an elevated approach. Leather, leather and more leather.

Can you share your favourite fashion memory?

There are countless, but I would say attending Valentino Fall 2023 couture, as well as attending my first ever Dior and Chanel Couture show. Being dressed in Ashi for the Cannes film festival, and so many more.

As a Saudi native, how do you see your role shaping the narrative of Saudi representation and cultural influence within the global fashion industry?

To be able to share part of our culture with the global community is something I am extremely passionate about and proud of. I come from one of the richest cultures in the world with so much history and heritage that is yet to be seen by the world in the upcoming years thanks to our visionary leader. I see myself connecting local and global communities to showcase Saudi Arabia’s craftsmanship on international platforms such as film festivals and fashion weeks.

Social media moves at an exceptionally fast rate. What are the do’s and don’ts content creators should take note of when producing content within the luxury fashion world?

In terms of do’s, it’s important to showcase quality and craftsmanship. It’s also essential to interact with your followers, respond to comments and messages, and engage in conversations to build a sense of community with your audience. Collaborating with relevant brands to your style and ethics is another valuable note. Also, share your knowledge and insights about luxury fashion trends, styling tips, and industry news. In terms of don’ts, I would say avoid over-focusing on materialism. While luxury fashion is centered around high-end products, incorporate storytelling, creativity, and meaningful narratives into your content. Don’t over-edit or misrepresent products. Authenticity, credibility, and ethical practices are key when producing content within the luxury fashion world. By providing value, engaging with your audience, and maintaining a strong sense of integrity, you can establish yourself as a respected content creator in the industry.

What is the best piece of style advice you’ve ever received?

There are a few: Confidence is the best accessory, invest in timeless pieces, and accessorise strategically.

Navigating the fast-paced world of fashion can be demanding. What are the products and practices you rely on to unwind and recharge?

Aveda’s botanical hair mask, as well as Sisley’s black rose oil for glowing skin and ending the day right. And of course, a bath and a good book.

What does Dreaming of Reality mean to you?

Dreaming of reality signifies the power of imagination and belief that dreams can be translated into achievable goals. It implies the importance of having a vision, setting intentions, and taking action to turn those dreams into a concrete reality. In the era of Saudi Arabia’s 2030 vision to be the heart of the world, the capital of innovation and development, I am inspired and empowered to take my own dreams and turn them into reality.