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Why Fashion Is Betting Big on Saudi Arabia

The kingdom is set to drive growth for the industry as its economy booms, social reforms reshape consumer culture and futuristic cities sprout from the desert.
Saudi Arabian actress and Christian Dior brand ambassador Aseel Omran (L) with co-stars of the film "Valley Road" at the Red Sea International Film Festival in Dec. 2022 in Jeddah, Saudi Arabia.
Saudi Arabian actress and Christian Dior brand ambassador Aseel Omran (L) with co-stars of the film "Valley Road" at the Red Sea International Film Festival in Dec. 2022 in Jeddah, Saudi Arabia. (Getty Images)
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Imagine a luxury beachside destination teeming with scantily clad tourists and adrenaline junkies where VIP shoppers mingle with celebrities at events like the local film festival. The setting may sound like a well-known corner of the Mediterranean coast of Europe, but it is, in fact, the idea for a mega-resort being built in a once secretive, insular kingdom in the heart of the Middle East.

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