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Saudi National Fashion Scholarship
Client: NEOM
Sector:
Duration: 1.5 Months
Industry: Education
Overview
Challenge
To build an environment conducive to creativity and skill development within the Saudi fashion industry.
Outcome
The application of 349 future fashion designers to NEOM's Saudi National Fashion Scholarship beginning in October 2021.
Impact
Further establishing the future city of NEOM as a leading hub for fashion and creativity with an offering of full scholarships to industry-invested Saudi youth — equipping them with the necessary skills and knowledge to progress the city's hub status.
Context
From the moment Saudi Vision 2030 was declared by HRH Crown Prince Mohammed Bin Salman in 2016, the country has been working to push all its sectors towards a more sustainable and Saudized future. The fashion and retail market gained significant traction in 2020–2021 and is projected to grow at a CAGR of 4.87% — from SAR 9.35 million in 2021 to SAR 11.32 million in 2025.
In 2019, the Saudi Fashion Commission launched the Kingdom's first fashion event, Fashion Futures. Two years later it went digital and was renamed Fashion Futures Live — continuously and globally promoting local designers and fashion-based heritage.
The futuristic city of NEOM — globally known for its grand sustainable aspirations and commitment to human progress — focused on fashion in 2021 by offering a scholarship for Saudi youth at one of the highest ranking fashion institutes in the world: Polimoda Fashion School (PFS) in Italy.
TAM's Approach
The city of NEOM teamed up with TAM to bring awareness to the Saudi National Fashion Scholarship and further establish NEOM as a vanguard for future fashion development in the minds of the public.
Platform & Awareness
A dedicated scholarship page was uploaded to NEOM's scholarship programs website — where interested fashion designers, enthusiasts, and fashionistas could find all information and register for Master's and Undergraduate opportunities at Polimoda Fashion School in Italy.
Direct Outreach Campaign
TAM deployed over 32,300 Electronic Direct Mail invitations, phone calls, and regular emails to connect with and find future Saudi fashion designers — spreading the word and offering instant answers to any questions throughout the registration period.
Registration & Filtration
The registration period resulted in 13,057 newly registered website users and 349 completed applications from designers across Saudi Arabia. TAM filtered through applications to identify 109 valid submissions based on criteria set jointly by NEOM and TAM.
PFS Evaluation & Selection
Polimoda Fashion School representatives scored valid applications on a 1-to-5 scale and conducted interviews with applicants to nominate top candidates. 26 undergraduate applicants were shortlisted (8 waitlisted), and 29 Master's program designers were shortlisted (46 waitlisted).
Program Structure
The nine-month Master's program in Fashion Design and the two-to-four-year undergraduate program began in October 2021. Master's students receive on-ground intensive training throughout the program, while undergraduate students are promised a 3-month industry internship to develop their skills in a professional environment.
What We Delivered
- A dedicated scholarship page on NEOM's website as the central hub for applicant information and registration.
- 32,300+ EDM invitations, calls, and emails reaching potential fashion designers across the Kingdom.
- 13,057 newly registered website users and 349 completed scholarship applications.
- A filtration system identifying 109 valid submissions based on joint NEOM and TAM criteria.
- Coordination with Polimoda Fashion School for scoring, interviews, and final candidate selection.
- 55 shortlisted Saudi designers enrolled across Master's and undergraduate fashion programs in Italy.
Impact at a Glance
32,300+
EDM invitations sent to potential applicants
13,057
newly registered website users during the registration period
349
completed applications from designers across Saudi Arabia
109
valid submissions after filtration process
26
undergraduate applicants shortlisted for PFS
29
Master's program designers shortlisted for PFS
4.87%
projected CAGR of Saudi fashion and retail market 2021–2025
3 mo
guaranteed industry internship for undergraduate scholars
Lasting Value Created
The Saudi National Fashion Scholarship opened a world-class door for Saudi designers — sending them to one of Italy's top fashion schools and returning them as trained, internationally-experienced professionals ready to lead the Kingdom's fashion future. By partnering with NEOM and Polimoda, TAM helped position Saudi Arabia as a credible global player in fashion — not just a market, but a source of creative talent. The initiative adds lasting momentum to Vision 2030's goals for a diversified, creative, and globally recognized cultural and economic identity.