Narma is a luxury fashion house brought to life by Saudi designer Nouf Al Rashed, who merges Saudi heritage with contemporary elegance. Known for its innovative designs, Narma seeks to empower women through fashion that embodies cultural authenticity and global appeal. The name NARMA beautifully merges the Arabic words for “fire” (Nar) and “water” (Ma), symbolising the harmony and balance at the core of the brand. This philosophy embodies Nouf’s commitment to drawing inspiration from a rich tapestry of cultural influences and artistic expressions to create something truly exceptional whilst embracing the challenge of experimenting with unconventional elements to unlock new creative avenues.
Katch International was the agency appointed to lead on brand awareness of Narma, to position it as a leading luxury brand in the GCC, and to amplify the debut of Nouf Al Rashed’s latest collection at an exclusive fashion show in London, for the very first time. The team led the strategic and tactical comms to achieve the desired brand awareness, resonating with GCC audiences whilst showcasing Narma’s sophistication to an international market. The brief required a public relations agency capable of navigating both regional cultural nuance and international media expectations.
As part of the strategic PR approach, Katch assisted with pre-event, event, and post-event activities. The key activities included crafting a captivating press release to create curiosity among media and the audience, which also highlighted Nouf’s inspiring journey as a Saudi Designer, that was shared with the targeted GCC luxury media. The team also invited GCC media representatives based in London to the event to ensure strong presence from influential outlets, supported on-ground at the event, and coordinated for media interviews for Nouf. Post-event, the team engaged with the media and shared content captured from the event to publish on their online and social pages, as well as secured top tier media interviews.
By leveraging a meticulously crafted strategy and executing across multiple channels, the campaign not only achieved widespread media coverage but also reinforced Narma’s reputation as a culturally authentic and globally relevant fashion house. Top tier publications covered Narma in the form of a pre-event press release and exclusive media interviews with Nouf. Some of these publications included Gulf News, ELLE Arabia, Arab News, Destination KSA, Laha, Hia, Sayidaty, and Sahafati, among others. This level of coverage reflected the strength of an integrated marketing and public relations approach executed across international fashion and lifestyle media.
The strategic PR campaign successfully positioned Narma as a trendsetting luxury brand in the GCC that achieved 1.2M impressions and 15.5M audience reach.
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