A new way of living and dressing, several brands are catering to the modern woman and her new fashion needs. “Sita”, the successful Saudi label is currently up there redefining luxury and activewear. Created by entrepreneurs Aljohar Almodaimigh and Gianfranco Zani in 2018 “Sita” full of new concepts that are both effortless and versatile. We had a chance to catch-up with the incredible Aljohar.
Firstly, we couldn’t be more excited to speak to you. Let’s start with your journey into fashion, you had a successful career as the founder and Pilates instructor of the selective “Kore gym” in Saudi Arabia, what triggered the shift into the fashion industry?
My life as the co-owner of KORE (a chain of female fitness centers in Saudi Arabia) and as Pilates and Barre teacher took me through multiple outfit changes. I had trouble finding versatile apparel appropriate to any occasion and activity. This was my main motive when I started thinking about the brand. Create a line that suits every woman’s busy lifestyle.
The challenge was to develop a fabric that would be suitable for all occasions. At Sita we are redefining luxury with timeless everyday pieces! I 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.
We love to know how you developed the idea and concept of your high-performance fabric “SitaTech”
Typical active wear / loungewear is not appropriate for a business meeting or dinner with friends. The challenge was to develop a fabric that would be suitable for all occasions. I travelled the world with my co founder and partner GianFranco Zani who is 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 is super comfortable. With our innovative fabric, we are redefining luxury
How does your Saudi heritage spark your creativity?
First our name “Sita” “صيته” is a traditional female name in Saudi Arabia the name symbolizes the meaning of an ideal woman, a good reputation/character. Second, some of our designs are influenced by Saudi culture. The parka is our most versatile piece, and most popular, you can wear it as a dress, as cover up, or as an abaya as it has an attached head scarf. The idea of the parka came during a hiking trip in Saudi, (I needed something modest, practical and cooling at the same time)
What are the inspirations that come from other creative fields, such as sport or dance, for example?
Comfort, style and versatility is how we influence and are influenced. The flow of our fabric/makes it a beautiful art piece when one is dancing and wearing it. (For example, the parka, the kaftan, the wide leg). Also running, I used to love running outdoors in Saudi and our cooling and moisture wicking fabric just made it possible for me to tolerate running in heat during the warmer months in Saudi.
In your opinion What should be the three must-have items in every woman’s closet?
Flowy wide leg pants, fitted top, and a cover up.
Can you share your feeling on the difference between Saudi and overseas audiences in terms of the reception of your collections?
We are a niche brand and know that Women around the world will trust SITA’s edited point of view to keep them timeless and stylish while experiencing unparalleled comfort throughout their busy lives.
We see the trend moving away from fuss and superficialities just by how quality oriented the market is becoming. When it comes to our collections, we don’t see a difference, our products are timeless and universal. Our designs are minimal and simple, allowing every woman to look unique because of how she styles it. Women in Saudi have the means to live a full life, whether professional, public, social, or private. Hence, consumers in Saudi make their choices with new sharpness, vision, and passion. Ultimately, leading to a well-crafted and curated lifestyle. Sita is particularly well-positioned to match the demand stemming from the constant changes in society. The versatility of our designs allow every woman to go seamlessly from work to a workout to a social engagement.
You have been blessed with success in a career path that can be challenging, do you have any words of advice for the future generations of Saudi women who would like to embark on a fashion career?
SITA’s success is proof that the government’s initiatives to develop the female talent in the Kingdom is promising and prospering..
What is the next endeavor for Sita? Where would you like your business to be in 10 years’ time?
Few people understand the demands of this dynamic new market, but we at SITA believe that what we are doing is the future. SITA, is an upscale sustainable women’s fashion brand that meets modern needs for clothing that is versatile, subtle, elegant, practical and most importantly timeless. We believe change is coming very fast, consumer behavior is shifting, people will look for more long-lasting core wardrobe and sustainable pieces, this is what Sita is all about! and we are excited to be part of this transformation.
Text by: Suna Ahmed
