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In the shifting sands of global fashion, where heritage often collides with innovation, a Saudi label is quietly but assuredly rewriting the codes of contemporary menswear. Enter KML, the brainchild of siblings Ahmad and Razan Hassan—a brand that, in just a few short years, has risen from the streets of Riyadh to the rarefied heights of the LVMH Prize semi-finals. Their journey, as chronicled in the June 2025 issue of Vogue Arabia, is emblematic of a new Saudi narrative: one that is proudly rooted in tradition yet unafraid to challenge, reinterpret, and ultimately transcend it.
The Emergence of KML: A New Saudi Fashion Story
Launched in 2022, KML is the product of a unique sibling synergy. Ahmad Hassan, the creative heart, and Razan Hassan, his equally visionary sister, embarked on a mission to reimagine Saudi menswear for a global audience. Their approach is both bold and deeply considered—a delicate balancing act that has swiftly garnered attention far beyond the Kingdom’s borders.
What sets KML apart is not just its aesthetic, but its timing. Saudi Arabia is experiencing an unprecedented cultural renaissance, and KML stands at its vanguard. As part of Vogue Arabia’s "Faces of Now" spotlight—an annual feature celebrating Saudis instigating real change—the brand’s meteoric rise signals a broader shift: the world is watching Saudi design, and KML is leading the charge.
KML and the LVMH Prize: Global Recognition Beckons
In the rarefied world of fashion accolades, few honors carry the weight of the LVMH Prize. For KML to be named a semi-finalist in 2025 is more than a nod to their design prowess; it is an affirmation of their relevance on the international stage. The prize, awarded annually by luxury conglomerate LVMH, is a bellwether for the industry’s next big visionaries. For Ahmad and Razan, this recognition is not merely personal—it is a statement about what Saudi fashion can become.
To be counted among the world’s most promising new voices so early in their journey is testament to KML’s singular vision. It also underscores the hunger—both within and beyond the region—for fresh perspectives that honor heritage while fearlessly charting new territory.
Redefining Menswear: The KML Design Ethos
At the core of KML’s appeal is Ahmad Hassan’s role as creative director. His approach is at once minimalist and meticulous, distilling centuries of Saudi sartorial history into garments that are rigorously modern yet unmistakably local. KML’s collections are not mere pastiche; they are thoughtful reinterpretations of the Kingdom’s rich tapestry of dress.
- Jackets with shawls: Evoking the dignified silhouettes of Saudi elders, yet cut with urban precision.
- Large leather belts: A contemporary homage to the robust, functional accessories once worn by Bedouin men traversing the desert expanse.
- Skirts for men: Inspired by the traditional garb of the Eastern Province, Jazan, and Hijaz, these pieces challenge Western preconceptions and revive a proudly regional aesthetic.
What emerges from KML’s atelier is a wardrobe that is at once familiar and subversive—a sartorial dialogue between past and present, local and global. In Ahmad’s hands, traditional Saudi garments are not relics; they are blueprints for reinvention.
Heritage Meets Vision: The Power of Family Legacy
Behind every great designer is a story, and for Ahmad Hassan, that story begins in the intimate spaces of his childhood. Growing up in Riyadh, he was profoundly shaped by his grandmother—a woman described as both progressive and inimitably stylish. It was in her company, wandering through fabric shops and watching her commission bespoke pieces from local tailors, that Ahmad’s sensibility was first awakened.
“Fashion was not an obvious path,” Ahmad has reflected. Yet those early lessons in craftsmanship—absorbed not in the ateliers of Paris or Milan, but in the bustling markets of Riyadh—laid the foundation for KML’s ethos. The brand’s reverence for technique, for the tactile pleasure of fabric and the precision of tailoring, is a direct inheritance from a woman who quietly defied convention in her own era.
All-Inclusive Design: Challenging Boundaries in Saudi Fashion
KML’s commitment to inclusivity is more than a marketing slogan; it is embedded in the brand’s DNA. In a society where dress codes have long been both a marker of identity and a site of negotiation, KML’s all-inclusive designs are quietly radical. By embracing silhouettes, textures, and forms historically worn across genders and regions, KML is forging a new definition of Saudi masculinity—one that is expansive, nuanced, and unafraid of ambiguity.
This philosophy is perhaps best embodied in the brand’s reinterpretation of the men’s skirt—a garment with deep regional roots but often misunderstood or overlooked in contemporary discourse. In the hands of Ahmad and Razan, such pieces are not just revived; they are recontextualized for a generation hungry for authenticity and complexity.
Industry Impact: From Riyadh to the World
The fashion world has taken note. In November, when celebrity stylist Law Roach donned a KML piece for the “1001 Seasons of Elie Saab” event in Riyadh, it was a moment of symbolic resonance. Here was a global tastemaker, not just endorsing a Saudi brand, but embodying its cross-cultural appeal. This choice signaled a new reality: Saudi designers are not just contributing to the conversation—they are helping to set its agenda.
Yet KML’s influence extends beyond celebrity endorsements. The brand’s rigorous approach to design, its embrace of both heritage and innovation, has cemented its reputation as an avant-garde force within the Kingdom. For young Saudi creatives, KML is both inspiration and proof of concept: it is possible to honor one’s roots while daring to dream on a global scale.
The Future of Saudi Fashion: KML and Beyond
As KML continues its ascent, its significance extends well beyond the label itself. The brand’s trajectory is a microcosm of the broader currents reshaping Saudi Arabia’s creative landscape. Where once the Kingdom’s fashion industry was defined by imported trends and cautious adaptation, today it is increasingly characterized by homegrown talent, bold experimentation, and confident self-expression.
KML’s place among the LVMH Prize semi-finalists is not just a personal triumph for Ahmad and Razan Hassan—it is a clarion call to the global fashion establishment. Saudi design is not an afterthought or an emerging curiosity; it is a vital, generative force, capable of shaping the future of menswear itself.
Conclusion: A New Chapter for Saudi Style
In an era when fashion is searching for new narratives and authentic voices, KML stands as a beacon of possibility. The Hassan siblings’ ability to weave together tradition and modernity, to create garments that are both rooted and revolutionary, marks them as designers of rare vision. Their story is not just about clothes—it is about identity, memory, and the courage to imagine new futures.
As the world turns its gaze toward Saudi Arabia’s burgeoning creative scene, KML is poised to lead the way. For those who believe that fashion can be both an anchor and a catalyst, both a mirror and a map, the rise of KML is a story worth watching—and, indeed, wearing.
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