JEDDAH — "The best things in life happen by chance," just like what happened to Saudi designer Asma Sorour, who began reviving Saudi culture after being attracted to a scarf that turned out to be called "The Royal King Saud Scarf". Many believe opportunities come by coincidence, but there are others who believe nothing happens by chance, rather everything happens for a reason. Here fits the story of King Saud Scarf, which was redesigned by Sorour, who started with a small shop in 2019. She conceived an impressive new scarf design, which resulted from her free time during the COVID-19 pandemic the following year. Speaking to Saudi Gazette about her design, Sorour said a stunning pinkish scarf placed perfectly in front of a store attracted her attention as she was passing by a small vintage boutique. The store was closed so she decided to take a picture of the scarf. One year later, during the COVID-19 pandemic that forced everyone to innovate and explore new things, Sorour was looking for a great idea to create a new illustration. She said: "As everybody during the pandemic was trying to pass the time, I was scrolling through pictures on my phone, and just like that, I remembered 'The Royal King Saud Scarf'." Sorour said the original Royal King Saud Scarf, which dates back to the fifties and sixties, was made in India, and it was supposed to be given as a souvenir to the pilgrims coming to Makkah during the Hajj. What fascinated Sorour about the original Royal King Saud Scarf is the amount of creativity in the design laden with delightful colors taken from the Saudi style. The scarf reflected the style of the Indian artist who designed it and his culture, which also bears joyful colors. In the heart of the original design is a picture of the late King Saud bin Abdulaziz, surrounded by the Saudi flag decorated with swords. She said from day one after seeing the scarf she really wanted to redesign it. The pandemic was the perfect time for her to finally make it happen. She said once she finished the Illustration, she had to print it, which fascinated all the people around her. They persuaded her to start an online shop and sell the redesigned scarf, which she really did. Sorour confirmed that the scarf was magically sold out in just one day. The charming pinkish scarf that attracted Sorour opened doors and opportunities for her to revive Saudi culture and deliver it to the whole world. It made her prove Saudi Arabia's long-standing interest in culture and fashion. In an initiative that contributed to highlighting Sorour's creativity and showcasing Saudi culture to those interested in fashion and art from all over the world, the Fashion Commission under the Ministry of Culture gifted the redesigned scarf as a souvenir to the invitees during the launch of its first-ever strategy roadshow. Sorour said she was proud that she had found the original scarf and some other items after digging through vintage shops and collectors all over Saudi Arabia. "I believe the best things in life happen by chance," she asserted. When asked about why the new generation of Saudis are nostalgic about the treasures, antiquities and cultural aspects such as fashion and advertisements, Sorour pointed out that all generations of Saudis were and still are interested in the Kingdom's rich heritage and diverse traditions spanning 13 regions. "He who does not know his past cannot make the best of his present and future, for it is from the past that we learn," Sorour said, adding that she believes that the great interest of Saudis in their rich cultural past is the reason why we are noticing more businesses choosing Saudi culture to build their brands. "We're a very proud nation with a rich heritage that reflects not only on our art but also on our lives," said Sorour. She said the Saudis live in a booming era of constant changes and artistic leaps, thanks to the continued support of the country's wise leaders who are investing so much in art and culture. This has also been made possible because of the efforts made by many entities in the Kingdom such as the Ministry of Culture and the Royal Commission for AlUla, which are doing their utmost to develop a supportive environment that nourishes art and creativity, she said. Asmaa Sorour is a Saudi graphics/product designer and illustration artist based in Riyadh. She obtained a Bachelor of Fine Arts (BFA) degree with honors from Princess Norah University. Sorour noted that she started her journey with photography in 2009, which led her to study graphic design and digital media. Her creative drive comes from a passion for living new experiences and learning new things, which forced her to work on many different projects simultaneously. After the enchanting journey of the royal scarf or the "passion project" as Sorour's friend has called it, the Saudi visual artist created a new pathway in product design and brand under the name, "ASMA SOROUR," through which she is developing products using traditional Saudi elements with contemporary designs, such as the King Saud Scarf, which people can pre-order from her website. She confirmed that from that passion project, new enriching designs will come in the beginning of 2023, when she will release a new scarf edition related to the Saudi culture and heritage.
