April 23rd, 2025

Mohammed Khoja doesn’t just design clothing—he curates cultural conversations. As the visionary behind Saudi label HINDAMME, Khoja is redefining what Arab luxury looks and feels like on the global stage. His collections are deeply researched yet strikingly modern, drawing on everything from ancient petroglyphs to space exploration, always told through a lens of identity, elegance, and intention. With a philosophy rooted in “East meets West,” Khoja is not only pushing fashion forward—he’s preserving history in the process, one impeccably tailored garment at a time.

Your designs seamlessly weave together history and modernity, paying tribute to Arab heritage with a contemporary edge. How do you balance honoring the past while pushing fashion forward?

For me, our rich cultural past is something I often look at to build a strong contemporary identity. When I design, I also don’t look at heritage merely as a static reference. I see it as a rich, complex story still being written. I feel like my role is to be a conduit between what was and what could be. Whether I’m drawing from the fluid lines of Saudi patterns or the intricate forms of ancient petroglyphs, I try to reinterpret these elements in a contemporary format—allowing them to speak to the now, and the next.

HINDAMME is known for fusing fashion with cultural narratives, from space exploration to Saudi identity. What inspires your storytelling, and how do you choose the themes you explore in your collections?

Storytelling is very much a part of my DNA. It’s the soul of HINDAMME. Each collection is a timestamp—a reflection of what I’m absorbing from the world around me. I absorb what I see, feel, and experience, and I aim to translate that into garments that convey various messages. One season, I might be inspired by cosmic ambitions—like our journey into space. Another, I might delve deep into the ancient rock carvings of Saudi Arabia, like I did in the Petroglyphs collection. I spent months researching those incredible markings—tracing stories etched into stone thousands of years ago—and then translated them into fashion that feels both grounded and otherworldly. I’m drawn to themes that carry emotion, identity, and a sense of timeless relevance.

“Luxury, to me, is not about excess. It’s about intention—how something is made, what it represents, and the values it carries.’’

In today’s fashion landscape, sustainability and cultural authenticity are paramount. How does HINDAMME navigate these elements while maintaining a luxury aesthetic?

Luxury, to me, is not about excess. It’s about intention. It’s about care—how something is made, what it represents, and the values it carries. At HINDAMME, I am always thinking about how to produce meaningfully. Whether that means working with artisans, honoring traditional techniques, or creating fewer, more impactful pieces. Cultural authenticity is also very important to me. My collections come from a place of lived experience, deep research, and a desire to create beauty. When you root design in truth, the result feels authentic, and it transcends fashion and speaks to people.

Your work has been recognized globally, even making its way into the permanent collection of the Victoria & Albert Museum. What does this milestone signify for you and for the representation of Middle Eastern fashion on a global stage?

That moment was incredibly humbling. To see HINDAMME archived in the V&A, alongside some of the world’s most iconic fashion pieces, was a validation—not just of my work, but of our story. It meant that Middle Eastern fashion is not an afterthought; it’s a vital, dynamic force in the global conversation. For me, it felt like a doorway opening and I hope it inspires other Arab creatives to take pride in their narratives and to see themselves as part of the global creative dialogue.

You often speak about “East meets West” as a core philosophy of HINDAMME. How do you see this dialogue evolving in the fashion industry, and where does your brand fit within this narrative?

We live in a world where boundaries are dissolving—between cultures, disciplines, and aesthetics and so many of our experiences are shared. East meets West is essentially how I’ve lived my life. I’m a product of both worlds, and HINDAMME is a reflection of that synthesis. I believe fashion is one of the most powerful tools to bridge cultures—to tell stories that resonate across borders. As the industry becomes more inclusive and interconnected, I see HINDAMME continuing to be a voice that brings the richness of Arab identity into the global spotlight—without compromise, without dilution. Just as it is—bold, poetic, and contemporary.

As a designer, you have broken new ground in Saudi fashion. What advice would you give to emerging designers in the region who aspire to redefine Arab luxury on the world stage?

Honor your roots, but don’t be afraid to redefine them. Dig deep into your own stories, your family’s stories, your land’s textures and symbols—and then express them through your own voice moving forward. The world doesn’t need another copy—it needs truth, originality, and perspective. Also, take your time. Research, observe, and build thoughtfully. And above all, remain authentic. I feel like authenticity, when paired with vision, is what makes design unforgettable.

Looking ahead, what’s next for HINDAMME? Can you share any exclusive insights into your upcoming collections or creative projects?

I see each collection as a continuation of a new chapter. What’s next will build on what came before—but with new energy. I’m currently working on a collection that’s been on my mind for years, can’t reveal it yet! There’s also a collaboration in the works that I’m deeply excited about. Beyond fashion, I’m also really looking forward to delving into new creative mediums. The one that’s always been closest to my heart is interior and furniture design. It’s a world I’ve long admired and one I feel ready to explore deeply. I also want to experiment with music as a creative outlet. I’ve never believed creativity has boundaries—fashion may be my primary language, but I’m eager to express that same level of storytelling and emotion through other forms.

Less is more or more is more?

Less is more—but only when it says everything without trying. Restraint can be a form of luxury.

What is style to you?

Style is poetry without words. It’s the feeling you leave behind when you walk out of a room.

What is authenticity to you?

Authenticity is alignment. When your work, your values, your heritage, and your vision all speak in the same language.