In Conversation | Nora Al Shaikh on Her Custom Al Nassr FC Modestwear Matchday Design

Like most hard-core football fans, Al Nassr FC supporters are used to showing up in jerseys, scarves, and the familiar codes of matchday dress. But at last night’s Al Nassr vs Al Ahly match in Riyadh, a different silhouette cut through the stands. Several women were spotted wearing a custom modest fanwear dress created by Saudi designer, Nora Al Shaikh, exclusively for the adidas-sponsored club. 

The piece arrived at a moment when football culture in Saudi Arabia is expanding in plain sight, be it across an rapid increase of female football players, or across fandom. Women are increasingly present in the stadiums, in the atmosphere, and in the wider conversation around the game.

For designer Nora Al Shaikh that visibility was impossible to ignore. ‘As football continues to grow in Saudi, I was seeing more women fully immersed in the stands, the atmosphere, and the wider football culture’ says Al Shaikh. ‘Their presence was mostly expressed with props like flags or scarves, there wasn’t actual fanwear designed for how they could dress. That stayed with me and led me to bring this idea to life and create something that truly resonates with them’. 

Known for building a visual language around modern Saudi femininity, Al Shaikh approached the project with the same philosophy that runs through her label: rooted in heritage, engaged with the world now. The result was a floor-length look that balanced modesty, movement, and club identity without leaning into costume. Subtle references to Al Nassr FC sat inside a refined silhouette, offering an alternative to the usual matchday uniform. 

Below, Nora Al Shaikh speaks with Complex MENA about Saudi style, designing with intention, and why the future of fanwear should begin with the women already in the crowd. 

Complex MENA: You’ve built a language around modern Saudi femininity through your work. What first pulled you into design?

Nora Al Shaikh: I’ve always seen design as a way to tell stories and bridge cultures. Through what we wear, we express who we are and how we relate to the world around us. For me, it’s also about reflecting what it means to be Saudi today – rooted in heritage, while fully engaged with a global perspective.

Complex MENA: How would you describe your design philosophy right now, especially in a moment where Saudi fashion feels both deeply rooted and rapidly evolving? 

Nora Al Shaikh: I’ve always tried to be true to myself as a designer, not only in terms of the clothes I create, but also in the choices I’ve made in how I run my brand. I’ve had the opportunity to grow and evolve over the last decade since launching my label, and with that has come as a sense of confidence while building my voice as a designer.  

Today so much of what I create is based on observing the women around me, how they live, and what I can add to their wardrobes that’s meaningful to them. At the same time, I also think about how to elevate Saudi craftmanship, by incorporating this knowhow into my designs in a way that speaks to a contemporary audience.

Complex MENA: What did you see in the stands at that Al Nassr match that made you feel there was a gap worth responding to or representing?

Nora Al Shaikh: What stood out to me was how present women were. Even within a predominantly male crowd, they were fully part of the atmosphere — engaged, supportive, and deeply connected to the game.

But at the same time, there wasn’t anything designed for how women fans show up. That disconnect stayed with me. Women were clearly part of football culture, but that presence wasn’t being reflected in what they were wearing. That’s what led me to start thinking about what fanwear could look like if it was designed with these women in mind from the beginning – not adapted, but created specifically for them.

Complex MENA: This piece sits between modesty, fandom, and self-expression. How did you approach balancing those elements without reducing any of them

Nora Al Shaikh: I often approach cultural nuances through a contemporary lens, starting from the understanding that Saudi women are incredibly diverse, with different perspectives, preferences, and ways of expressing themselves. That thinking guided me to design a piece that can be worn as a complete look or styled in different ways with existing wardrobes.

Comfort and versatility were also key considerations. Even though it’s a floor-length dress, it was important that it feels easy to wear and move in. More broadly, it opens up the conversation around what fanwear can look like – and how it can be expressed in ways that feel personal and authentic.

Complex MENA: Do you see this as a one-off gesture, or part of a wider movement where women in Saudi are reshaping how football culture looks and feels?

Nora Al Shaikh: I believe the movement has been here for quite some time. The world may not always see it, but within Saudi we have been making our own strides in the sports arena at a sustained pace. Opportunities such as my collaboration with adidas and Nassr allows us to have these conversations on a global platform and tell our stories to diverse audiences. To me, this design is a declaration of belonging.

Complex MENA: If this was the first draft of what modest fanwear could be, what would the next iteration look like if you had no constraints?

Nora Al Shaikh: I don’t see this as working within constraints – quite the opposite. It was about widening the perspective of what fanwear can look like. That was always the vision: to create something entirely new, with this woman at the center of it.

Through the process, I explored performance materials and Nassr’s color palette in a way that felt both considered and authentic to the club – ultimately shaping a piece that feels true to both the sport and the woman wearing it.