Journalist & Publisher: Dr. Mahmoud Mansi

In a powerful blend of purpose and style, the Fashion Commission of the Ministry of Culture in the Kingdom of Saudi Arabia has been pioneering sustainability through its innovative “Swap Shop” initiative—a platform that redefines how we view fashion, waste, and conscious consumption. In recognition of its visionary impact, the project recently earned the 2025 Silver Stevie® Award for Sustainable Product/Service of the Year, and the Fashion Commission has also won the Golden Stevie® Award for Innovation in Business-to-Business Events for the “Red Sea Fashion Week”. We are thrilled to be exclusively interviewing Hala AlBassam – Director of Investments and Partnerships at the Fashion Commission – to explore the initiative’s roots, impact, and future—and how Saudi women are contributing to this fashion revolution.

Hala AlBassam has more than a decade of impactful experience. She has driven strategic initiatives that strengthened the financial landscape and supported the growth of the fashion sector. Her career includes leadership roles at SEDCO Capital as Vice President of Regional Public Equities and at Savola Group as an Investment Manager, where she led corporate investment strategies. She began her journey as a Research Analyst at Alkhabeer Capital, delivering critical financial insights. Hala holds a Bachelor’s degree in Finance, along with certifications including CFA Level I and an international wealth management credential. Her career is marked by ambition, strategic vision, and leadership.

The Interview

Women of Saudi Arabia: Congratulations on the Stevie® Awards win! What inspired the Fashion Commission to create the “Swap Shop”, and how did the idea evolve into a full-scale public initiative?

Hala AlBassam: Thank you, it is truly an honor. The Swap Shop was born out of a simple but powerful question: How can we inspire people to engage with fashion in a way that is both exciting and sustainable? What began as a pilot idea to encourage conscious consumption quickly resonated with the community. We saw overwhelming enthusiasm from people who wanted to reduce waste while still enjoying the thrill of fashion. From there, we scaled it into a full public initiative that combined creativity, sustainability, and community spirit.

Women of Saudi Arabia: This initiative reimagines how people consume fashion not only in the Kingdom, but this is a global inspiration. How did you balance between sustainability and trendiness?

Hala AlBassam: Our approach was to demonstrate that sustainability doesn’t mean compromise. In fact, it can enhance creativity. We carefully curated the Swap Shop to feel aspirational and fashionable, ensuring that people saw it as a lifestyle choice, not a sacrifice. By integrating contemporary aesthetics, high-quality items, and thoughtful design, we created an experience that is as stylish as it is sustainable.

Women of Saudi Arabia: Could you describe the visitor experience—from bringing in clothes to leaving with a new piece—and how that journey was designed, what are the challenges associated with it and how you have encountered them?

Hala AlBassam: Visitors arrive with their pre loved items, which are assessed and assigned tokens or credits. They can then explore the Swap Shop, using their tokens to “swap” for new pieces. It’s intuitive, engaging, and inclusive. Naturally, challenges arose from ensuring quality control to managing high volumes but we addressed them by partnering with experienced partners in authentication, logistics, and operations. The result is a seamless experience that feels just as exciting as shopping in a luxury boutique.

Women of Saudi Arabia: Workshops on upcycling and customization were a unique element. Why was it important to integrate education into the Swap Shop experience?

Hala AlBassam: Education is at the heart of transformation. We didn’t want this to be just a place to exchange clothes; we wanted to empower people to think differently about fashion. By teaching skills like upcycling and customization, we inspire participants to see garments as canvases for creativity rather than disposable items. This makes sustainability personal, practical, and fun.

Women of Saudi Arabia: Over 12,000 items have been exchanged—an incredible milestone! Introducing such new philosophy to the market, and being aware that Saudi Women are very elite and picky when it comes to fashion, was this considered as an “opportunity” or a “threat” in your SWOT analysis, and how did you strategically seize it from a consumer behavior perspective?

Hala AlBassam: We absolutely saw it as an opportunity. Saudi women are among the most fashion-conscious and discerning consumers in the world. Their high standards challenge us to deliver initiatives that are sophisticated, relevant, and stylish. By positioning the Swap Shop as both sustainable and aspirational, we were able to capture their interest and build trust. Their enthusiastic response proved that sustainability and luxury can coexist beautifully.

Women of Saudi Arabia: Partnering with brands to donate dead stock is a brilliant move. How did these partnerships come about, and how have they responded to the initiative?

Hala AlBassam: Many brands were already exploring ways to handle excess inventory more responsibly. The Swap Shop offered them a meaningful platform to align with sustainability while engaging directly with consumers. We built partnerships through dialogue, trust, and a shared vision of innovation. The response has been overwhelmingly positive, brands are proud to be part of a movement that reflects both social responsibility and creativity.

Women of Saudi Arabia: As Director of Investments and Partnerships, how do you see sustainability shaping the future of fashion investment in Saudi Arabia and the entire GULF?

Hala AlBassam: Sustainability is no longer optional; it is central to the future of fashion investment, fully aligned with Vision 2030. In Saudi Arabia and across the Gulf, we are witnessing a shift toward businesses and initiatives that prioritize circularity, resource efficiency, and innovation. Investors increasingly recognize that sustainability drives long-term value not only ethically, but also economically. This is where the future growth of the industry lies.

Women of Saudi Arabia: In your view, what makes Saudi Arabia an ideal place to lead the region—or even the world—in sustainable fashion innovation?

Hala AlBassam: Saudi Arabia is at the intersection of tradition, innovation, and global ambition. We have a young, dynamic population that embraces change, a leadership vision that prioritizes sustainability, and a growing creative economy. Combined, these factors position us not just to follow global trends, but to set them. The Kingdom has both the vision and the momentum to lead in sustainable fashion innovation.

Women of Saudi Arabia: When was your first enrollment with the Stevie® Awards, and why specifically you have chosen to aim for this award?

Hala AlBassam: This was our first enrollment, and we were very intentional in aiming for the Stevie® Awards because of their global credibility in recognizing innovation and excellence. We wanted to benchmark ourselves against the best worldwide and demonstrate that Saudi initiatives can stand shoulder to shoulder with global leaders in creativity, impact, and vision.

Women of Saudi Arabia: From behind the scenes, how did you and your team prepare for the Stevie® Awards? That’s a whole other journey that we wish to know about, and our readers will learn from role models as yourself.

Hala AlBassam: Preparation was a journey of reflection and storytelling. We gathered data, testimonials, and impact metrics, but we also wanted to capture the human side—the joy of participants, the creativity sparked, and the cultural shift we witnessed. Our team worked

tirelessly to bring this narrative to life, and in doing so, we reminded ourselves why this initiative mattered so deeply.

Women of Saudi Arabia: The Fashion Commission have also achieved another milestone in the 2025 MENA Stevie® Awards by winning the Gold Award for Innovation in Business-to-Business Events for the “Red Sea Fashion Week”. Can you tell us more about that, and from your complete biased perspective, what made you become the one and only gold winner?

Hala AlBassam: Red Sea Fashion Week was truly groundbreaking. It blended culture, heritage, and luxury in a way that captured global attention. I think what made us stand out was our ability to merge Saudi Arabia’s rich heritage with forward-thinking innovation. It wasn’t just a fashion event; it was a statement of identity and ambition.

Women of Saudi Arabia: What’s next for the Swap Shop, and how can our readers get involved or contribute to the movement?

Hala AlBassam: We are working on expanding the Swap Shop model to be led by private and non-profit organizations. For readers, the simplest way to contribute is to start with your own wardrobe, think consciously about what you buy, how you use it, and how you can extend its life. Together, we can turn sustainability into a movement, not just a moment.

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