Saudi Arabia’s first ever fashion conference, Fashion Futures, was held in Riyadh in November 2019, organized by The Ministry of Culture in Saudi Arabia. The schedule included panel discussions, interviews, and workshops by influential international and local fashion figures. Fashion Future’s aim was to address the challenges faced by the Saudi fashion sector in its current form, and explore the elements needed to build a fashion industry that nurtures talent, develops private sector, is sustainable and contributes to the local economy. Abcd’s role included event curation, art direction, identity and branding creation and implementation. Over 600 people attended the event, and over 35 prominent international and local key fashion figures spoke at the conference, including Bob Colacello, Iris van Herpen, and Halima Aiden.