Princess Noura bint Faisal Al Saud Introduces Jay3lle

Jay3lle opens this week in Riyadh through a pop-up at Riyadh Park, led by HRH Princess Noura bint Faisal Al Saud as chief executive officer, with Johan Lindeberg and cofounder Blue Lindeberg. The launch pairs a womenswear-first drop with a Saudi desert campaign and Golf Saudi support for a multi-year expansion plan.

Jay3lle is presented as a Saudi-built label with Princess Noura directing the business from the top. Her role carries industry context, including her work leading the creation of Saudi Arabia’s Fashion Commission in 2019.

The founding team is structured around defined responsibilities. Lindeberg brings the creative direction, drawing on a career that includes J. Lindeberg, Blk Dnm, and widely recognised Diesel work from the 1990s, while Blue Lindeberg joins as cofounder. Lindeberg has also set his working base in Saudi Arabia for the project.

The debut collection is introduced through womenswear, shaped by Princess Noura and Blue Lindeberg as the entry point for the brand’s community. The first wardrobe blends technical silhouettes with fashion codes across crisp tracksuits, lightweight layers, sculptural shapes, leather and bomber jackets, graphic headscarves, and a debut sunglasses release.

The first campaign was produced in the Saudi desert with an all-Arab creative team. It was shot by Omani photographer Chndy, styled by French-Egyptian stylist Omaina Salem, and fronted by Algerian model Hayett, a set of choices Princess Noura ties to the brand’s origin and regional connection.

Golf Saudi backs Jay3lle. The plan outlined includes seasonless drops and direct-to-consumer e-commerce this year, a first flagship in Riyadh by early 2027, and branded real estate from 2028 through a Jay3lle-designed resort concept, with Asia named as a priority market. The team also plans to recruit and mentor Saudi designers alongside experienced international creatives.