FROM FAMILY LEGACY TO GLOBAL RUNWAYS - TIMELESS JOURNEY OF MASISA AND DR. SAMIRAH ALOTAIBI

DE MODE
11 hours ago
7 min read

ORIGINALLY PUBLISHED | DE MODE OF LITERATURE MAR 2025 V2 GLOBAL

Article Published on: 21ST AUG 2025 | www.demodemagazine.com

In the ever-evolving world of fashion, where trends come and go like fleeting seasons, there are a few designers who leave an indelible mark—designers whose work is more than fabric and stitches but a profound narrative of culture, identity, and innovation. Dr. Samirah Alotaibi is one such visionary, a fashion designer whose journey embodies the harmonious blend of heritage and modernity. With a deep-rooted passion for Saudi culture and an eye for contemporary aesthetics, she has redefined what it means to create timeless yet forward-thinking designs.

As the owner and creative force behind MASISA, Dr. Alotaibi has carved out a unique space in the fashion industry, one that celebrates cultural appreciation while embracing the transformative power of technology. Her designs do not merely clothe the body; they tell a story—a story of tradition, evolution, and boundless creativity.

Dr. Alotaibi’s journey began in academia, where she built a strong foundation in textile and apparel design. She earned her Master of Fine Arts in Textile Design from East Carolina University, an experience that deepened her understanding of fabric manipulation, artistic expression, and the science of textiles. Her pursuit of knowledge led her to the University of Nebraska-Lincoln, where she completed a Ph.D. in Apparel Design with a minor in Theater Art. This unique combination of disciplines allowed her to explore the dramatic interplay between costume design, cultural narratives, and the cutting-edge possibilities of modern fashion.

Her research dives into traditional Saudi costume design, ensuring that heritage remains at the forefront of her work. Yet, she is far from confined by the past. Instead, she innovates—integrating modern technologies such as 3D printing into her designs, pushing the boundaries of textile artistry, and redefining the ways in which fashion can honor history while embracing the future.

MASISA is more than a brand; it is a movement. Under Dr. Alotaibi’s creative vision, it serves as a bridge between generations, merging sustainable practices with intricate traditional craftsmanship. Her work stands as a testament to the fact that fashion is not just about style—it is about identity, culture, and storytelling. As a designer and cultural ambassador, she ensures that Saudi heritage is not only preserved but also woven into the global fashion narrative in a way that is dynamic, meaningful, and enduring.

Through her designs, Dr. Alotaibi invites the world to see Saudi heritage through a new lens—one that is both reverent of the past and optimistic about the future. She is not just designing clothing; she is crafting a legacy, ensuring that culture remains a living, breathing entity in the ever-evolving tapestry of global fashion. With every stitch, every innovation, and every collection, she proves that fashion, at its best, is a dialogue between where we come from and where we are headed.

FOUNDING STORY AND MISSION OF “MASISA”

MASISA is a pioneering fashion brand founded by Dr. Samirah Alotaibi, dedicated to merging Saudi heritage with modern innovation. With a deep appreciation for traditional craftsmanship, MASISA reinterprets cultural artistry through contemporary design, sustainable practices, and advanced technologies like 3D printing. More than a brand, MASISA is a movement that honors the past while shaping the future of fashion. Each collection reflects the intricate embroidery, luxurious textiles, and ancestral techniques of Saudi culture, seamlessly blended with progressive aesthetics.

Recognized on prestigious international runways such as New York Fashion Week and Kansas City Fashion Week, MASISA stands at the intersection of tradition and innovation. Dr. Alotaibi’s vision ensures that Saudi heritage is not only preserved but celebrated, making cultural storytelling an integral part of every design. MASISA is more than clothing—it is a legacy of artistry, sustainability, and cultural pride, bringing the richness of Saudi traditions to the global stage.

EXCLUSIVE INTERVIEW OF DR. SAMIRAH ALOTAIBI WITH DE MODE

Q: Congratulations on receiving the Saudi Culture Fashion Award! How does it feel to have your work recognized at such a prestigious level?

A. Thank you! Receiving the Saudi Culture Fashion Award is an incredible honor. It validates my hard work and dedication to blending traditional Saudi heritage with contemporary fashion. It is truly gratifying to see my designs being recognized, and it motivates me to continue innovating and contributing to the cultural fashion landscape.

Q: MASISA is known for its unique designs that celebrate cultural heritage. Can you share the story behind its creation and what inspired you to focus on cultural appreciation?

A. MASISA was born from my love for Saudi Arabia's deep-rooted culture and the desire to see it celebrated in a modern, vibrant way. I wanted to create designs that not only pay tribute to our heritage but also tell the world that our traditions are not just to be remembered but lived and worn with pride today. Sharing our story, beauty, and soul through fashion is a personal journey.

Q: Saudi Arabia has a rich and diverse cultural history. How do you incorporate elements of Saudi culture into your designs, and what challenges do you face?

A. As a researcher as well as a designer, I deeply connect with Saudi Arabia's and the world's traditions, seeking to weave them into every piece I create. Through 3D printing and modern technology, I fuse history, culture, and innovation, honouring our past while embracing the future. The real challenge is ensuring that each design respects its roots and tells a timeless story—one that speaks to both the heart and the mind and connects generations through the beauty of fashion. It is a journey of preserving our legacy while creating something meaningful for today and tomorrow.

Q: Your designs emphasize both tradition and modernity. How do you balance honoring cultural heritage and meeting contemporary fashion demands?

A. True innovation comes from honoring what has been passed down to us. By combining modern techniques like 3D printing with ancient crafts, we create designs that speak to all generations. Every stitch and every pattern is an homage to our ancestors, yet it's built for today's world – where culture and modernity exist side by side.

Q: The fashion industry often faces pressure to follow global trends. How does MASISA stay true to its mission while remaining competitive internationally?

A. Staying true to our mission means never compromising our soul. While we look outward and respect global trends, MASISA's heart will always beat to the rhythm of cultural heritage. Our commitment to authenticity and innovation makes us stand out, not just as a brand, but as a voice for a rich and beautiful heritage that deserves to be seen, understood, and appreciated worldwide.

Q: What does winning the Saudi Culture Fashion Award mean for Dr.Alotaibi as a brand, and how will it influence your vision moving forward?

A. Winning the Saudi Culture Fashion Award feels like a validation of everything I stand for. It’s not just recognition; it’s a call to keep pushing boundaries, to dream bigger, and to inspire others to look within and celebrate their own roots. It strengthens my resolve to continue weaving our historical heritage into every piece, and to show the world that our culture has endless beauty to offer.

Q: Sustainability is becoming a vital aspect of the fashion world. Does MASISA integrate sustainable practices into its design and production processes? If so, how?

A. Sustainability is at the core of what we do. Fashion should not cost the earth. We use eco-friendly materials, minimal waste of fabrics, and ethical production practices because our world is just as important as the culture we carry. Our designs are made to last, not just in style, but in the heart, preserving heritage and the planet for generations to come.

Q: Can you share an example of a particular collection or piece that holds special significance to you and represents MASISA's ethos of cultural appreciation?

A. Every piece incorporating traditional embroidery holds a special place in my heart, as it connects me to the days I spent beside my mother, watching her skillfully create intricate bridal costumes. Her dedication and attention to detail, which took hours of patience and love, shaped my passion for design. These pieces are more than just designs—they are a tribute to my mother, whose craftsmanship and love for uniqueness inspired me to follow this path. They tell my story as a designer, grounded in the values of care, tradition, pride, and love.

Q: How do you envision MASISA contributing to the broader narrative of preserving and promoting Saudi cultural heritage through fashion?

A. MASISA aims to create a lasting dialogue between the past and the present, allowing Saudi culture to speak through fashion in a way that resonates deeply with the heart and mind. We do not just preserve history; we breathe new life into it, ensuring it is celebrated and recognized within Saudi Arabia and on the global stage. "Our heritage is a living story".

Q: What advice would you give emerging designers who want to celebrate their cultural heritage through their work?

A. I would tell them to listen to their roots, to understand the rich stories embedded in their culture, and to translate those stories with passion and authenticity. Fashion is more than fabric; it is a way of honoring our origins. Do not be afraid to challenge the norms or push boundaries. Your heritage is your strength; let it shine through every stitch.

Q: How do you see MASISA shaping the future of Saudi fashion, and what role do you believe cultural appreciation will play in this evolution?

A. MASISA is more than a brand—it is a movement to bring Saudi culture to the world's fashion forefront. We are pioneers in blending the old with the new, showing that cultural appreciation is not just about looking back but about shaping the future. We believe the future of Saudi fashion will be built on authenticity and cultural pride, where our heritage remains a guiding light for generations to come.