Entrepreneur Aljohara Abdulaziz Almodaimigh is on the frontline of the social transformation of Saudi Arabia. Not content with running the country’s leading chain of women-only fitness studios, this year she co-founded fashion brand SITA.
If the clothes a nation wears are the most visible expression of its culture and values, then even a casual visitor to Saudi Arabia will see that this is a society in the throes of a far-reaching transformation.
Everywhere in the malls, restaurants, coffeehouses, and offices of capital city Riyadh, animated young women in stylish, colorful abayas chat with their friends, play with their smartphones, and shop for the latest trends in cosmetics and clothing. Just like their counterparts around the world, they are eager consumers of social media and streaming services, and are devotees of beauty, fashion, and fitness.
The government has made it a priority to modernize Saudi leisure and entertainment, empower women and youth, and encourage healthy and balanced lifestyles. One of the aims of Vision 2030, the Kingdom’s ambitious strategy for modernization, is to increase the ratio of people exercising at least once a week from 13% of the population to 40%. Meanwhile, the country has held its first-ever Fashion Week, and state organizations are helping young designers break into the fast-emerging Saudi fashion scene.
Few people understand the demands of this dynamic new market as well as Aljohara Abdulaziz Almodaimigh. In 2013, the U.K.-educated entrepreneur opened a chain of women-only gyms. Earlier this year, she followed up by launching SITA, an upscale women’s fashion brand that meets modern needs for clothing that is versatile, subtle, and stylish.
Since the launch, sales of SITA’s premium and unique clothing have exceeded expectations. Concealed high-performance features are helping to establish SITA as a go-to brand for outfits that can be worn on almost all occasions, from a business meeting to a Pilates class.
While women from around the world are buying SITA’s clothes, the active woman is its target market. Clearly striking a chord with today’s energetic and aspirational Riyadh women, SITA’s performance wear and everyday apparel have become the clothes of choice for the new Saudi Arabia.
Q&A with Aljohara Abdulaziz Almodaimigh, President and Co-Founder at SITA
You started out as a gym owner. Why did you expand into fashion?
My life as the co-owner of KORE and as a Pilates teacher took me from fitness studios to business meetings to airports to social engagements. On any given day I had to go through multiple outfit changes. I had trouble finding versatile apparel appropriate to any occasion and activity. One day in January 2018 I woke up and decided to create a line that is elegant but practical and timeless, that can take me from day to night without losing valuable time going home to change.
How does SITA’s clothing manage to be suitable for all these different occasions?
Typical active wear is not appropriate for a business meeting. The challenge was to develop a fabric that would be suitable for all occasions. I traveled the world with my co-founder and partner, Gianfranco Zani, a fabric and textiles guru, researching textiles and nanotechnology, and finally we trademarked our own high-performance fabric. To touch, it feels like a luxurious and delicate silk, but it is machine washable. It controls body temperature and keeps people cool, it wicks moisture, and it neutralizes odor. It looks and feels great and it is comfortable. With our innovative fabric, we are redefining luxury.
“Saudi Arabia is going through a groundbreaking transition that has improved the rights of women and given them exciting opportunities.”
Aljohara Abdulaziz Almodaimigh, President & Co-Founder at SITA
What are your design inspirations?
Some of our designs are influenced by Saudi culture. The parka is our most versatile piece. You can wear it as a dress, as a cover-up, or as an abaya. We can put together a set of five pieces for any woman in the world that allows her to go from New York to Riyadh, from the plane to Pilates, from her office to a dinner with friends, without sacrificing her individuality or time. Our designs are minimal and simple, allowing every woman to look unique because of how they style it.
We believe nothing should come between a woman and her day. Our tagline is “don’t change.” It doesn’t just mean don’t change your outfit—it also means don’t change who you are. Women do not need to sacrifice their own style in order to lead an active, fast-paced life.
What does SITA’s success say about Saudi Arabia today?
The support that women are receiving in the country is amazing. SITA’s success is proof that the government’s initiatives to develop the female talent in the Kingdom are promising and prospering. Change is coming very fast. It is exciting to be part of this transformation
As published in FORTUNE magazine
