Fashion Lab with Instagram

The Greenhouse and Instagram ran a five-month programme for five Saudi fashion labels, funding each up to 15,000 dollars and putting them into the Muse concept store in Riyadh Park. Saudi creators Abdullah Al Jumah, Abdullah Bakr, Elias Setta and Lamia Al-Maliki fronted the brands on Instagram.

The brief

Young Saudi fashion labels with promise but few resources to grow.

The idea

Over five months, Chalhoub's Greenhouse and Instagram mentored five Saudi labels, funded each with up to $15,000, stocked them at Muse in Riyadh Park and paired them with Saudi creators on Instagram.

What to borrow

A retailer that incubates local labels gets an early look at the next generation of brands it may want to stock.

Brand	Chalhoub Group
Agency	Not named on the source
Talent	Abdullah Al Jumah, Abdullah Bakr, Elias Setta, Lamia Al-Maliki
Channels	social, digital, in-store
Source	Communicate Online