Where Prada meets the Prophet’s sand: Saudi’s...

Where Prada meets the Prophet’s sand: Saudi’s billion-dollar luxury boom with Gen Z, fashion, glamour, and supercars

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Riyadh is rapidly emerging as a luxury hub, fueled by Vision 2030's economic diversification and social reforms. With a projected market value of $23.3 billion by 2033, the city attracts luxury brands and affluent consumers, especially young Saudis and women. VIA Riyadh exemplifies this shift, blending cultural authenticity with high-end retail and entertainment.

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