Kawthar Alhoraish: Building the World of KAF BY KAF

Kawthar Alhoraish has built her place in Saudi fashion through a language of structure. As the founder of KAF BY KAF, she is known for work that draws from architecture, craftsmanship, and cultural memory while still feeling sharply modern. Her rise reflects a designer who is not following the direction of the industry, but helping shape it.

From Architecture to Fashion

Kawthar’s background in architecture is one of the most important parts of her story. Before becoming known in fashion, she studied and worked in architecture, and that foundation continues to shape the way she designs today. It helps explain why her work often feels sculptural, composed, and carefully constructed.

She approaches garments with the eye of someone who understands form in three dimensions. Structure matters. Proportion matters. The relationship between shape and movement matters. In Kawthar’s work, shape is never accidental. The garment has an internal logic.

Building KAF BY KAF

Kawthar Alhoraish launched KAF BY KAF in 2019. Since then, the brand has grown into one of the contemporary Saudi labels that reflects a new phase in the Kingdom’s fashion story. It belongs to a generation of brands that are not simply participating in Saudi fashion’s rise, but actively shaping its language. KAF BY KAF quickly became known for pieces that carry both strength and elegance. Long coats, layered outerwear, and ready-to-wear looks became part of the brand’s identity. Some of these pieces could be worn in ways that speak naturally to regional dressing, while still feeling modern, sharp, and internationally legible.

This is one of Kawthar’s strengths as a designer. She understands how to create work that feels rooted without becoming predictable. Her designs can hold cultural reference and contemporary relevance at the same time.

The Role of Craft, Color, and Storytelling

Another defining part of Kawthar’s design language is her use of color and craftsmanship. Her pieces are often rich in texture and detail, but they are not heavy for the sake of impression. There is usually an underlying narrative or visual idea holding the work together. She has spoken about drawing inspiration from cultural narratives and historical references. That sense of storytelling gives her collections more depth. The clothes are not only made to be seen. They are made to carry meaning.

Color also plays an important role in her work. Rather than staying only within expected neutral palettes, she has embraced stronger color choices and expressive visual direction. This has helped KAF BY KAF build a recognizable identity. It suggests confidence, and also shows a designer willing to trust her point of view. Craft remains central throughout. Embroidery, textile treatment, and detailed finishing are not secondary parts of the brand. They are part of how Kawthar communicates value, memory, and design intelligence.

Art-by-Kaf

Kawthar later expanded her creative practice through Art’- by Kaf, an artistic line under KAF BY KAF dedicated to editorial and avant-garde fashion. Introduced in September 2021, it gave her room to explore a more experimental side of her design language through advanced techniques, expressive materials, and story-led pieces. The line also reflects an interest in sustainability, using fashion not only as visual expression, but as a more conscious creative practice.

Recognition and Industry Momentum

Kawthar’s rise has not gone unnoticed. Her inclusion in Forbes Middle East’s 50 Women Behind Middle Eastern Brands signaled that KAF BY KAF was becoming more than a niche creative label. It was being recognized as a regional brand with real visibility and commercial presence. Her recognition as a finalist for the Ready-to-Wear Award at the 2024 Fashion Trust Arabia Awards added another important layer. This kind of recognition places a designer within a serious regional conversation around craft, business growth, and long-term influence. It also reflects how her work is being seen beyond a purely local frame.

Fashion, Technology, and New Possibilities

Kawthar’s interest in fashion and technology became especially visible during Riyadh Fashion Week, when the Saudi-made robot Sara appeared on the runway in collaboration with KAF BY KAF. It was a striking moment that brought together design, innovation, and visual experimentation. More than a spectacle, it reflected Kawthar’s openness to new creative possibilities while still keeping fashion rooted in concept and craftsmanship.

The adidas Collaboration

A major milestone in her career came through her collaboration with adidas on the SS25 “Lightbound” collection. Introduced during Riyadh Fashion Week, the collection blended athletic elements with traditional Saudi motifs, including abayas, headscarves, and flowing silhouettes. This sportswear-infused line stood out as a dynamic and contemporary expression of authenticity, self-discovery, and inspiration drawn from Saudi roots.

This project marked an important stage in how her work was being positioned, placing her design voice in direct conversation with a global sportswear brand. The collaboration gave her a larger platform to reinterpret local references in a new format, translating elements of Saudi dress and visual culture into a modern, performance-driven context.

"The primary inspiration for this collaboration was to merge the rich history and culture of Saudi Arabia with the vibrant energy of football. This union reflects the evolving nature of the sport, bringing together people from different regions and generations."

More than a visibility moment, the collaboration showed how adaptable her design language is without losing its core identity. Through KAF BY KAF, Kawthar continues to redefine the space between heritage and innovation, creating work that resonates globally while remaining deeply personal and culturally grounded.

A Distinct Voice in Saudi Fashion

Kawthar Alhoraish has built a design identity that feels clear, deliberate, and distinctly her own. Through KAF BY KAF, she brings together architecture, craftsmanship, and Saudi cultural influence in a way that feels contemporary without losing depth. Her work shows how structure can become a signature, and how fashion can carry both visual strength and cultural meaning.

Her growing presence also reflects a broader shift in Saudi fashion. A new generation of designers is shaping the industry with stronger ideas, sharper identities, and more confidence in their own creative language. Kawthar stands within that movement as a designer helping define what modern Saudi fashion can look like on its own terms.

Follow ZiiMag as we spotlight more visionaries rewriting the future of Arab fashion.