A curated collection by Saudi artisans is being showcased by the Saudi Cultural Development Fund (CDF) at Selfridges London, one of the world’s leading luxury retail destinations, from June 3-22.
The activation highlights the cultural and economic value of Saudi handicrafts, providing an international platform for local artisans and cultural entrepreneurs to introduce their work to a global audience, as part of CDF’s ongoing efforts to amplify the impact of the Year of Handicrafts 2025 in Saudi.
In collaboration with Turquoise Mountain, a global non-profit dedicated to reviving traditional arts and empowering craftspeople, the showcase offers visitors a curated selection of handcrafted pieces in a dedicated space within Selfridges. Themed with references to Saudi Arabia’s natural and architectural heritage, the activation highlights work crafted from locally sourced, sustainable materials, skilfully reimagined through a contemporary creative lens.
The collection features handicraft pieces in palm handicrafts, jewellery and accessories, and leather crafts created by artisans from across the Kingdom, collectively representing the diverse and rich landscape of Saudi artisanship.
The activation runs in parallel with a Saudi fashion showcase at Selfridges, also enabled by CDF in collaboration with the Saudi Fashion Commission. The showcase features a curated lineup of Saudi fashion brands – beneficiaries of CDF and the Saudi 100 Brands initiative – presenting their collections alongside Selfridges’ leading international labels, highlighting the dynamism and rapid growth of Saudi Arabia’s cultural sector.
Through this multifaceted activation, CDF aims to empower artisans and cultural entrepreneurs to showcase their work on a global stage, stimulate investment in the handicrafts and fashion sectors, and reinforce the international visibility of Saudi heritage during the Year of Handicrafts 2025 in Saudi.
The showcase builds on CDF’s ongoing Year of Handicrafts initiatives to empower the Saudi cultural sector, maximise the economic and social contribution of traditional crafts, and broaden their reach both locally and internationally.
A key milestone in these efforts is the recent launch of the Nama’ Accelerators: Handicrafts Track – a dedicated enablement solution that supports cultural businesses through specialised training, mentorship, and financial incentives.
By developing scalable, sustainable enterprises, Nama’ drives community growth, enhances innovation, enriches national identity, and reinforces heritage crafts as dynamic contributors to Saudi Arabia’s broader economic diversification. Through Nama’ and other enablement solutions, CDF continues to strengthen the creative entrepreneurial ecosystem and ensure that traditional crafts thrive as both cultural treasures and engines of economic growth.