Mastering Cultural Luxury: The World of Hatem Alakeel
In the shifting light of Saudi Arabia’s new cultural moment, few figures shine as brightly as Hatem Alakeel, a designer, strategist, and storyteller who has become one of the Kingdom’s most influential creative ambassadors. Long before Saudi Arabia’s creative renaissance took global center stage, Alakeel was already imagining a world in which heritage and modernity could coexist effortlessly.
“Art and fashion are the world’s common languages,” he often says. It is a philosophy that threads through his entire body of work, a belief that creativity can build bridges far beyond what borders allow.
Roots Across Continents, Vision Anchored in Home
Born in Jeddah but raised between Saudi Arabia, Switzerland, and the United States, Hatem’s worldview was shaped by a tapestry of cultures. Surrounded by different languages and aesthetics from an early age, he developed an intuitive sense for how style and identity shift from one environment to another.
His formal education at Northeastern University deepened his artistic sensibilities, but his foundation was set much earlier: in the contrast between the structured elegance of Europe, the cultural pride of Saudi Arabia, and the dynamic energy of American cities. This blend would later become the core of his design identity. One foot in tradition, the other in cosmopolitan ambition.
Toby by Hatem Alakeel: The Thobe That Started a Revolution
There are designers who innovate within a category, and then there are those who reinvent the category entirely. With Toby by Hatem Alakeel, launched in 2008, he did the latter.
The thobe, long regarded as a traditional staple, became, under his hand, a sculptural, modern, globally marketable fashion item. Sharp tailoring, bold colors, Western-inspired collars, geometric cuffs. His thobes carried the sophistication of Italian suiting but remained deeply loyal to their cultural roots. This aesthetic leap earned Alakeel a moniker rarely bestowed on a Saudi designer: “The King of the Kandora.” He was also one of the first to place the modern thobe into global luxury retail environments such as:
- Harvey Nichols
- Saks Fifth Avenue
- Boutique 1
To reimagine tradition is bold. To place it on international shelves is transformative.
Snoop Dogg, Christian Louboutin & Global Eyes
Among the most iconic moments in his journey was seeing Snoop Dogg wearing one of his thobes during a visit to the region, an unexpected cultural crossover that amplified his work across continents. The legendary shoemaker Christian Louboutin also donned his designs, further cementing his role as a designer capable of cultural diplomacy through fashion.
I designed a special tuxedo thobe and offered him eight other pieces. I didn’t hear anything back but one day, sitting with friends, I saw the video for his song Here Comes the King – and he’s wearing my thobes. It was fantastic!
These moments were cultural statements. They showed the world that a Saudi garment could be both traditional and global, modest yet modern, familiar yet fresh.
Abayas, Kimonos & the Language of Empowerment
Long before Saudi women took the wheel, Hatem Alakeel was designing for the future he believed they deserved. His kimono-inspired abayas and jackets adorned with sharp collars, intricate embroidery, and unexpected silhouettes became symbols of a new era: one in which Saudi women expressed themselves through fashion that celebrated both identity and evolution.
For years, Hatem envisioned a future where Saudi women would use fashion to express strength and individuality. His women’s wear, refined, architectural, quietly bold, echoed that belief. The pieces resonated far beyond their silhouettes, contributing to the early momentum of the modest fashion movement that would soon gain global attention.
Award-Winning Design Legacy and International Recognition
Hatem Alakeel is a three-time Esquire Award winner for Best Regional Designer, one of the highest recognitions for a Middle Eastern fashion creator. His work across men’s, women’s, and children’s wear has positioned him as a designer whose cultural influence extends well beyond the runway. His designs have appeared in global editorials, red carpets, and high-profile collaborations with brands like:
- Mattel’s Barbie
- Evian
- Lexus
- Fairmont
- Rosewood
- Raffles
- Ritz-Carlton
Each collaboration reflects his signature: a dialogue between heritage and innovation.
Authenticité: A Cultural Consultancy for a New Saudi Narrative
If Toby established Hatem as a designer, Authenticité solidified him as a cultural strategist. Founded on his philosophy that culture must guide creativity, the agency helps global brands communicate with nuance in Saudi Arabia, emphasizing heritage, empathy, and storytelling. Authenticité works with some of the world’s most iconic names, including:
- Ithra
- PepsiCo Arabia
- Tag Heuer
- Lincoln Middle East
- Bulgari
- Van Cleef & Arpels
Gems of Arabia: The Platform Elevating Regional Talent
Through Gems of Arabia, Hatem has created a digital magazine and platform spotlighting regional designers, emerging voices, and cultural innovators. It includes original editorials, interviews, and podcast series that document the modern Saudi identity not as outsiders see it, but as creatives live it. In a region where many talents once existed in silence, Gems of Arabia functions as a megaphone.
A Designer Aligned With Vision 2030
What makes Hatem particularly resonant today is how closely his ethos aligns with the Kingdom’s broader transformation. Vision 2030 emphasizes creativity, innovation, cultural investment, and global engagement, all components of Alakeel’s life work.
He lived this mission long before it had a name. He believed in the future of Saudi creativity before the world began to watch. And he helped advance the cultural landscape long before it became a defining pillar of national progress.
"Saudis understand fashion, we are cultured, we are international, it is high time people realised that. "
1. Helped Shape a Modern Saudi Visual Identity
His fashion, imagery, and design language helped define how today’s Saudi Arabia sees and shows itself.
2. His Influence Reaches Global Icons
His work resonates far beyond the region’s borders.
3. Reflects the Spirit of Saudi Arabia’s Transformation
His creative journey mirrors the Kingdom’s shift toward openness, innovation, and cultural confidence.
4. Shows That Creativity Can Be a Form of Leadership
He leads through storytelling, platform-building, and vision, proving that artistry can move culture forward.
A Legacy of Glamour, Depth, and Cultural Confidence
Hatem Alakeel stands today not only as a designer of garments, but as an architect of modern Saudi identity. His thobes grace celebrities, his agencies shape global storytelling, and his platforms uplift a rising creative generation.
He is, in every sense, a cultural ambassador. A man who has woven Saudi pride into the global tapestry of art, fashion, and meaning. And as Saudi Arabia continues its luminous transformation, one thing is certain: Hatem’s influence will continue to trace the silhouette of the Kingdom’s creative future.
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