In a bold move that's sure to spark curiosity, Swedish creative director Johan Lindeberg and Princess Noura bint Faisal Al Saud have unveiled Jay3lle, a new fashion label launched from Riyadh. But here's where it gets controversial: Lindeberg, known for his iconic campaigns for Diesel and J.Lindeberg, has permanently relocated to Saudi Arabia, a move that challenges traditional notions of fashion and creativity. And this is the part most people miss: the brand's launch is just the beginning of a larger vision, one that combines fashion, golf, and Saudi energy in a way that's both innovative and thought-provoking.
Lindeberg, who has built his career on a "contrarian" instinct, sees Jay3lle as the synthesis of everything before it. "People who know the brands I’ve created in the past will definitely recognize my codes," he said. "In New York and Paris, my name is more associated with leather jackets, jeans, and tailoring through Blk Dnm. Globally, I’m more known for having changed the style of golf with J.Lindeberg. With Jay3lle, we want to combine both worlds."
The brand's first collection, unveiled with a pop-up in Riyadh Park, blends technical silhouettes with elevated fashion codes: crisp white tracksuits, lightweight layers, sculptural shapes, leather and bomber jackets, graphic headscarves, and a debut pair of sunglasses. "To connect the new generation beyond borders is something my daughter Blue and I always talked about," Lindeberg told WWD. "Now we are part of the biggest transformation in the world."
The decision to launch with a women’s collection was shaped by Blue Lindeberg and Princess Noura. "Blue and Princess Noura inspire us to initiate our brand community from a woman’s perspective," Lindeberg said. "To create a progressive women’s brand from here with a dynamic power woman as our CEO is very special."
The partnership between Lindeberg and Princess Noura seems unusual, but it was a natural fit. "Princess Noura and I connected after five minutes, and she inspires me every day with her drive and dynamic energy," Lindeberg explained. "My design has been inspired by the energy of downtown New York City in combination with the Parisian chic attitude. And Princess Noura and our amazing team inspire me to stepwise add a new modern interpretation of Saudi heritage."
Jay3lle's connection to golf is foundational, but not limiting. "We’re not a sports brand," Princess Noura stressed. "We’re inspired by sports. I don’t play golf. I can wear all of Jay3lle’s items and go to dinner or travel."
Lindeberg sees the opportunity to extend what he began when he famously dressed golfer Jesper Parnevik in pink pants. "I have always seen golf as a metaphor for the search process in life, and it’s my meditation," he said. "We want to connect fashion and golf on a new progressive luxury dimension and to make golf trendy."
The label, backed by Golf Saudi, blends golf, resort, and fashion codes with plans to scale internationally through owned retail, branded real estate, and a resort concept that reimagines the country club for a new generation. "I truly believe that Riyadh is the new New York City and Saudi is the new center of the world," Lindeberg said. "As a creative visionary, you want to be in an environment that has creative guts. Saudi believes in creativity, and every minute is inspiring. Saudi makes me feel more creative than I’ve ever been."
The campaign was shot in the Saudi desert by Omani photographer Chndy and styled by French-Egyptian stylist Omaima Salem, with Algerian model Hayett fronting the images. "It was important that the campaign really reflected that we’re Saudi, but we’re also global, and we love the Arab world," Princess Noura told WWD. "The desert has always inspired me — its freedom, its stillness, its power. The desert represents space and freedom and it has such a beautiful and grounding energy. Jay3lle was born in Saudi Arabia, and this campaign is about honoring that origin while looking forward."
Asked whether launching from Riyadh changes how the industry perceives him, Lindeberg was direct. "Personally, I don’t care about my own legacy," he said. "My drive has always been to create a new energy, new dynamics, and to inspire people. I’ve always been ahead of my time and believing in a contrarian direction by following my intuition." Of Saudi Arabia, he added: "I feel deeply connected with Saudi and want to live here forever. I’m so inspired to create a brand from here, and I want to make Saudi proud of Jay3lle."
But here's where it gets controversial: Lindeberg's move to Saudi Arabia challenges traditional notions of fashion and creativity. And this is the part most people miss: the brand's launch is just the beginning of a larger vision, one that combines fashion, golf, and Saudi energy in a way that's both innovative and thought-provoking. Will Jay3lle redefine the fashion industry? Only time will tell. But one thing's for sure: Lindeberg and Princess Noura are certainly making waves with their bold and unconventional approach.
