Written by Kianna Best on Mar 9, 2023. Posted in Awards and Festivals

Film AlUla brings next generation of film and fashion creators with AlUla creates

Film AlUla has announced the launch of their new platform, AlUla creates, which aims to nurture and empower the future generations in film, the arts and fashion. As part of Film AlUla’s wider plans to create a film-friendly ecosystem, it is also part of a year round programme that will see upcoming female filmmakers and creatives collaborating with leading industry professionals. They will also have access to development funds to encourage them to set their stories in AlUla.



“More than 70% of the population in Saudi Arabia is under 30 with the fastest growing cinema audience in the world,” stated Charlene Deleon-Jones, Executive Director at Film AlUla. “There is a buzz about the screen sector in homes, schools, and boardrooms. Spending time in the beautiful landscape of AlUla, the streets of Jeddah or homes in Riyadh, it is impossible not to take note of the fashion, art warmth, vibrancy and intellect of this generation. AlUla creates is part of this picture providing opportunities for creative development and collaborations across sectors and borders.”



With the arrival of the programme, there will be socio-economic development of the AlUla region as a result of the investment in jobs, training and the creative arts. Film AlUla has made a conscious effort to position itself as an international filming destination that emphasises the production of films in the most efficient ways possible that also respect the environment, resources and cultural significance. Partnering with Eco-Age, the region’s newest platform for creativity aligns with AlUla’s overarching focus on sustainability.


The first phase of AlUla Creates will partner with The British Fashion Council (BFC), acclaimed Saudi film actor Mila Al Zahrani, Kloss Films founder Alec Maxwell and renowned fashion icons Helena Christensen and Eva Herzigova as ambassadors to champion the long-term mission of the platform. Fashion and Film will continue to collide with the arrival of the 95th Academy Awards where designing sister duo Alia and Abeer Olaif of Atelier Hekayat and Arwa Al Ammari of ArAm will curate three bespoke looks co-created with and constructed by British fashion designer Emilia Wickstead for the infamous Vanity Fair Party.


Alec Maxwell, Director at KLOSS Films said: “It feels exciting to work with an all-female crew on this project and contribute to the creative future of AlUla.”



“Alula Creates provides a platform to support female founders in fashion and film, to share creative processes and access platforms to build international audiences that promote cultural exchanges through a female gaze,” commented Caroline Rush, CEO of The British Fashion Council. “Fashion is at the intersection of many creative industries. Through film, the fashion industry builds strong creative narratives and reaches global audiences on a daily basis.  Mentoring and empowering female founders is aligned to our values, and we look forward to contributing to the development of the programme.”


Images courtesy of Film AlUla


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