Fashion magazine Vogue Arabia plans to attract key designers to an awards ceremony held at Saudi Arabia’s Neom megacity project.
Despite Neom being built on land occupied for centuries by the Huwaitat tribe – who will be forced to leave if Neom is allowed to reach full fruition – its PR machine is spinning the event as an “ethical” awards ceremony.
Neom’s managing director of the media, entertainment, culture and fashion, Wayne Borg, said: “Celebrating and promoting emerging Saudi talent is a fundamental aspect of NEOM’s mandate, along with advancing sustainability and innovation in fashion as we create a global research and development centre to drive the future of fashion in terms of what we wear and how we wear it – sustainably and ethically. We are excited to collaborate with Vogue Arabia in this high-impact initiative. The Fashion Prize platform will support the incredible talent of our community and provide a path to the future of sustainable fashion.”
Members of the Huwaitat community have been detained and harassed for daring to oppose their forced removal from their land, and in one case murdered by the Saudi regime. This celebration of ethical fashion will be built on the blood of those daring not to abide by the wishes of Saudi Arabia’s de facto leader, crown prince Mohammed bin Salman.
Sadly, many in the international world of fashion have signed up to take part in the awards as judges. According to the Vogue Arabia website: “The prize committee includes Manuel Arnaut; Katie Trotter, fashion director, Vogue Arabia; Angelica Cheung, editor-in-chief, Vogue China; HH Princess Noura bint Faisal Al Saud, Fashion Commission, Saudi Ministry of Culture; Livia Firth, founder, Eco-Age and sustainability editor-at-large, Vogue Arabia; Amina Muaddi, founder and creative director, Amina Muaddi; Mohammed Ashi, founder and creative director, Ashi Studio; Farida Khelfa, international fashion model and filmmaker; fashion designer Jean Paul Gaultier; and Elizabeth von der Goltz, global buying director, Net-a-Porter.”
Neom is an attempt, among other things, of whitewashing Saudi Arabia’s appalling human rights record, allowing it present itself as a modern state, where events like fashion ceremonies are welcome. But controversy has already led to figures in the world of sports and esports deciding not to take part in events such as these. Will the world of fashion also take a principled stand?
This is an opportunity for designers, fashion experts and human rights activists to make a stand, and demand that Vogue Arabia distances itself from Neom. It is beyond parody that an event celebrating ethical fashion can take place in the pet project of one of the most brutal and oppressive states on earth.
The only winner at this particular award, if it takes place, will be Saudi Arabia’s brutal regime.
