When pixels meet fabric: How gaming is reshaping fashion culture in Saudi Arabia

Both gamers and experts agree that the next phase in the evolution will come with the upcoming Esports World Cup in Riyadh. (Supplied/ Abdullah Al-Jughaiman)
Both gamers and experts agree that the next phase in the evolution will come with the upcoming Esports World Cup in Riyadh. (Supplied/ Abdullah Al-Jughaiman)
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Updated 15 April 2025
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When pixels meet fabric: How gaming is reshaping fashion culture in Saudi Arabia

When pixels meet fabric: How gaming is reshaping fashion culture in Saudi Arabia
  • Thriving scene in Kingdom inspires new fashion trends
  • Global brands enter Saudi market to create game-inspired clothing

RIYADH: Gaming in Saudi Arabia is shaping fashion trends, influencing consumer behavior, and redefining personal identity among the Kingdom’s youth.

With nearly 70 percent of the population identifying as gamers, what began as a digital pastime has evolved into a lifestyle — and that lifestyle is now visible on the streets.

According to a study by Power League Gaming and Ipsos, the relationship between gaming and fashion in the Kingdom is “symbiotic and fast-evolving.”




Cosplay culture has contributed to gaming’s influence on fashion. (Supplied)

Global brands are now actively entering the Saudi gaming scene. In 2023, Adidas became the official merchandise partner of Gamers8, the Kingdom’s largest gaming festival, co-branding esports jerseys and offering customizations on-site for fans.

“Gaming is culture in Saudi Arabia, and fashion is naturally blending into that culture,” said Matthew Pickering, CEO of Power League Gaming.

For many gamers clothing has become an extension of their in-game identity. Whether it is a hoodie inspired by a favorite title or a jersey from a national team, Saudi gamers are increasingly expressing their digital passions in real life.




Cosplay culture has contributed to gaming’s influence on fashion. (Supplied)

Norah Shobili, a longtime gamer, noted that what started as basic T-shirts with logos has transformed into something deeper.

Shobili said: “Now it’s more like game skins — rare, valuable, and connected to status. I once won the official Saudi Overwatch team shirt from the 2023 World Cup. I tried it on, then put it back — I’m planning to frame it because it’s more valuable to me that way. It was a limited-edition piece sold only at the headquarters of Saudi electronic games.”

This shift from novelty to lifestyle is especially visible in streetwear. Pickering said: “Saudi gamers tend to gravitate toward casual, sporty clothing  — limited-edition sneakers, graphic tees, hoodies tied to their favorite teams or games.”




Matthew Pickering, CEO of Power League Gaming. (Supplied)

That style is not just for men. Nearly half of Saudi gamers are women, and many have merged modest fashion with gaming aesthetics  — bold makeup inspired by game characters and culturally mindful outfits that still nod to the gamer identity.

Gamer Roaa Al-Johani echoed this blend of style and sentiment, saying: “It’s not just about playing games. A lot of gamers show their love for gaming through how they dress. It’s like wearing your passion out loud.”

Shatha Al-Yousef, another gamer, shares that view. “From my perspective I see the worlds of gaming and fashion as almost inseparable. Every gamer has some aesthetic sense that reflects who they are — whether in-game or in real life,” she said.




Ibrahem “Quartz” Alali, a member of the Saudi Overwatch esports team displaying his jersey which has become a collector's item since the team won the 2023 cup. (Supplied)

“It’s not just about gameplay. Even your appearance has become part of what defines you as a gamer.”

Still, this movement is relatively new in the Kingdom. “I believe our community is now OK with whatever you wear if it doesn’t have someone’s face on it,” said Shobili. “‏Other than that, dress however you like, and (you) will be stopped by someone who actually knows what you’re wearing.”

While global brands are jumping in, not all local voices are convinced of their authenticity. “I’ve never really seen meaningful collaborations between fashion brands and Saudi gamers,” Shobili added.

On the other hand, Al-Johani takes a more pragmatic view, saying: “They’re definitely commercial, but I honestly don’t mind that. I love when people get to express what they’re into — even if it’s part of a trend.”

Al-Yousef also finds value in wearing game-inspired clothing. She said: “I’ve seen a few outfits inspired by games that were really unique, though sometimes they mix characters from anime or generalize the gamer image, which doesn’t always feel accurate.

“Personally I love wearing pieces that connect me to my favorite characters — it makes me feel closer to the games I love.”

Pickering believes authenticity is the differentiator. “Successful campaigns are the ones that respect the community,” he said, pointing to projects like the Namshi x Adidas Fortnite Challenge, which generated over $1.4 million in sneaker sales and 39 million impressions. Another campaign with Maybelline New York targeted female gamers through a custom Fortnite challenge and increased conversion rates by over 3.6 percent.

What sets the Saudi market apart is its youth and energy. More than half of Saudi gamers are between 15 and 24, compared to only 29 percent in the UAE.

“It’s a young, dynamic audience that drives trends,” said Pickering. The market is also more gender-diverse than many might expect, significantly higher than in many neighboring markets.

Looking ahead, both gamers and experts agree that the next phase in the evolution will come with the upcoming Esports World Cup in Riyadh.

Speaking about the Overwatch World Cup, which was won by Saudi Arabia in 2023, Shobili said: “‏After the OWWC, the gaming culture got more recognition by more people in the community, and with the Esport World Cup (around) the corner, many teams’ ... supporters are going to be seen wearing clans’ merchandise.

“‏I believe this is an opportunity for local designers to be part of this international event.”

Al-Johani shares that hope, saying: “I’d love to see more events and collaborations. It’s so great when every group — gamers, anime fans, sports lovers — gets something that speaks to their interests.”

The future of fashion, Pickering believes, may be born on gaming platforms. With the rise of AI, AR, and VR, gaming is becoming a testbed for virtual fashion — digital skins, avatar style, and virtual stores. “We expect a future where a gamer in Jeddah shops a new collection in the metaverse, tries it on virtually, and receives both the in-game skin and real-world version at home,” he said.

As lines blur between reality and virtual life, fashion brands that embrace this shift early — especially in tech-savvy, youth-driven markets like Saudi Arabia — are likely to define the next generation of style.

 


Makkah launches digital tools to enrich Hajj pilgrims’ experience

Makkah launches digital tools to enrich Hajj pilgrims’ experience
Updated 5 sec ago
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Makkah launches digital tools to enrich Hajj pilgrims’ experience

Makkah launches digital tools to enrich Hajj pilgrims’ experience
  • Second version of AI-powered robot Manarah 2 launched
  • Sheikh Abdulrahman Al-Sudais reveals Hajj plan Thursday 

MAKKAH: The Presidency of Religious Affairs at the Grand Mosque and the Prophet’s Mosque has launched several digital tools to enhance the spiritual experience of pilgrims during the Hajj season. 

The initiative aims to convey the universal message of Hajj and highlight its Shariah objectives in multiple languages. 

Sheikh Abdulrahman Al-Sudais, head of the presidency, inaugurated the second version of the artificial intelligence-powered robot Manarah 2. 

The launch included several smart interactive screens, a global electronic recitation platform, and a multilingual Surah Al-Fatiha app. 

During the Hajj season, the presidency is focused on enhancing the digital experience through integrated services, AI, smart apps, and media, in line with its broader transformation goals.

The initiative also supports Vision 2030 by utilizing advanced digital tools and content developed by local experts to promote the values of moderation and guidance rooted in the Qur’an and Sunnah. 

The presidency’s Hajj operational plan, to be announced on Thursday, will prioritize enriching the pilgrim experience and will include scientific, educational, and guidance-based initiatives that reflect its core mission.


Saudi Arabia makes strides in Vision 2030, workplace safety

Saudi Arabia makes strides in Vision 2030, workplace safety
Updated 05 May 2025
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Saudi Arabia makes strides in Vision 2030, workplace safety

Saudi Arabia makes strides in Vision 2030, workplace safety
  • Vice environment minister highlights Kingdom’s focus on human capital, sustainability at Riyadh conference

Riyadh: Vice Minister of Environment, Water and Agriculture Mansour Al-Mushaiti has highlighted Saudi Arabia’s significant progress toward Vision 2030, with 93 percent of annual indicators met and 85 percent of initiatives either completed or on track.

Speaking at the Global Occupational Safety and Health Conference in Riyadh, he emphasized the environment sector’s commitment to sustainability and the prioritization of worker safety across all development projects.

Al-Mushaiti underscored the Kingdom’s focus on human capital, demonstrated by the establishment of the National Council for Occupational Safety and Health and the adoption of international best practices.

He noted the water sector’s achievement of more than 190 million safe work hours and a sub-45-second emergency response time with zero serious incidents during large-scale project implementation, which he attributed to robust safety management systems.

The conference, held from May 4-6 under the theme “The Future of Occupational Safety and Health,” brings together senior officials, experts, and specialists from Saudi Arabia and around the world to explore future directions and challenges in global labor markets.

Al-Mushaiti also outlined environmental protection efforts, including a noise and light pollution monitoring program in major cities, citing potential productivity gains of more than 11 percent, according to the World Green Building Council.

He highlighted the success of the Saudi Green Initiative, which has led to the planting of more than 141 million trees, the rehabilitation of more than 313,000 hectares of degraded land, and the protection of more than 4 million hectares.

These environmental advances enhance worker safety and contribute to safer, more sustainable work environments, Al-Mushaiti said.

In agriculture, Al-Mushaiti affirmed the ministry’s adoption of Saudi Good Agricultural Practices standards, with 142 facilities accredited for safe practices, advanced pesticide control systems, and smart awareness platforms that have reduced pesticide residues to below 2 percent.

The three-day conference features scientific sessions, 60 workshops, 20 dialogue sessions, and the Global Occupational Safety and Health Hackathon, showcasing 30 innovative projects.


Thousands worldwide benefit from KSrelief medical programs

Thousands worldwide benefit from KSrelief medical programs
Updated 05 May 2025
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Thousands worldwide benefit from KSrelief medical programs

Thousands worldwide benefit from KSrelief medical programs
  • On Saturday, the organization also concluded its volunteer open-heart surgery and catheterization project in Dushanbe, Tajikistan

RIYADH: The Saudi aid agency KSrelief completed medical programs in Tajikistan, Turkiye, and Tanzania, in line with the organization’s aim to support injured people worldwide.

The Saudi Noor Campaign, which will conclude on May 6, is tackling blindness in Zanzibar, Tanzania.

The medical team examined 1,731 cases, assigned 198 prescription glasses, performed 60 operations and provided medication to 857 patients.

In Reyhanli district, Türkiye, KSrelief carried out a prosthetics and rehabilitation program.

With a team of 13 specialists, they fitted 36 individuals with prosthetics and 40 orthopedic splints.

On Saturday, the organization also concluded its volunteer open-heart surgery and catheterization project in Dushanbe, Tajikistan.

The team performed 133 open-heart catheterizations and 15 open-heart operations.

 


KSrelief continues humanitarian initiatives in Yemen and Syria

KSrelief continues humanitarian initiatives in Yemen and Syria
Updated 05 May 2025
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KSrelief continues humanitarian initiatives in Yemen and Syria

KSrelief continues humanitarian initiatives in Yemen and Syria

RIYADH: The Saudi aid agency KSrelief continues to launch volunteer programs throughout the Arab world to address humanitarian crises and improve the health of Yemeni and Syrian people.

In Damascus, the team completed three volunteer initiatives that supported hundreds with disaster response, administrative training, and psychosocial support for women and children. The program ran from April 26 to May 3.

In Yemen, meanwhile, KSrelief completed the first phase of an outreach vaccination campaign in the Aden governorate in collaboration with Yemen’s Minister of Public Health and Population Qasem Buhaibeh.

On Friday, the organization launched vocational training courses in Wadi Hadhramaut, Yemen, to improve the livelihood of locals and boost economic development.

The project targeted 1,500 people and focused on home appliance maintenance, carpentry, vehicle repair, men’s tailoring, beekeeping, plumbing, photography, and electricity and energy.

 


Saudi fashion event highlights retail trends, youth culture, and digital innovation

Saudi fashion event highlights retail trends, youth culture, and digital innovation
Updated 04 May 2025
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Saudi fashion event highlights retail trends, youth culture, and digital innovation

Saudi fashion event highlights retail trends, youth culture, and digital innovation
  • Speakers noted that the increase in entertainment activities such as concerts and dining in the Kingdom in recent years has led to higher demand for fashion products because people are looking for ways to express themselves

RIYADH: A Riyadh fashion seminar on Sunday brought together industry leaders and creatives to explore the future of Saudi Arabia’s fashion economy.

Hosted by Chalhoub Group at Lakum Art Space, the event featured keynote presentations, panel discussions, and displays by 10 emerging Saudi designers from The Fashion Lab Cohort 2.

Rafi Dikranian and Mohammed Bajbaa speak on “From Drops to Drives: Connecting with Communities,” exploring how culture, streetwear, and grassroots branding are reshaping consumer engagement. (AN photo by Waad Hussain)

The agenda focused on three main themes: the evolution of fashion retail in the Kingdom; the role of cultural identity in building brands; and the rising importance of digital fashion and collaboration.

An awards ceremony honored the standout talents of this year’s cohort: APOA, Awaken, Bucketbox, Mona Al-Shebil, Noble & Fresh, Nora Al-Shaikh, Rebirth, Samar Nasraldin, The Untitled Project and USCITA.

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Hosted by Chalhoub Group at Lakum Art Space, the event featured keynote presentations, panel discussions, and displays by 10 emerging Saudi designers from The Fashion Lab Cohort 2.

One discussion explored consumer behavior in Saudi Arabia, revealing that the local market continues to grow despite global slowdowns.

Saudi brands that blend cultural heritage with bold innovation, as featured in the latest Fashion Lab showcase. (AN photo by Waad Hussain)

Speakers noted that the increase in entertainment activities such as concerts and dining in the Kingdom in recent years has led to higher demand for fashion products because people are looking for ways to express themselves.

Retail experiences — both physical and digital — were emphasized as key to engaging Saudi consumers.

Michael Chalhoub, CEO of Chalhoub Group, delivers the opening keynote at The Fashion Seminar 2025, highlighting the importance of creativity and cross-sector collaboration in shaping the future of Saudi fashion. (AN photo by Waad Hussain)

Youth culture, streetwear and sports are shaping brand narratives, a panel heard. Speakers discussed how fashion is being used as a tool for cultural storytelling, with an emphasis on grassroots creativity and community building.

Another topic highlighted the power of collaboration between local and international brands. Panelists discussed the importance of long-term partnerships, manufacturing localization, and mentorship to bridge gaps in knowledge and infrastructure.

Speakers also addressed the future of digital fashion, including virtual design, retail innovation, and new marketing strategies targeting Gen Z.

Saudi Arabia’s growing role in shaping the regional and global fashion economy was a prominent theme of the discussions.