Create XXII Brings Its Styling to the Joy Awards

From Los Angeles to Jeddah, with Riyadh at the centre

During Joy Awards week, fashion activity in Riyadh extended beyond the red carpet itself. One of the quieter but more telling presences was Create XXII, the styling and creative agency operating between Los Angeles and Jeddah, which established a dedicated showroom in the city to support talent dressing and editorial preparation around the ceremony.

Create XXII has built its practice around the intersection of fashion, celebrity styling, and brand positioning, working across international markets while maintaining a strong regional understanding. With roots in Los Angeles and an operational base in Jeddah, the agency moves fluidly between global fashion systems and the realities of working in the Middle East. The Riyadh showroom for the Joy Awards marked a natural extension of that approach, positioning the city as an active styling hub rather than a destination serviced remotely.

Joy Awards week brings together talent from across entertainment, sport, and culture, each with different expectations around image and expression. Create XXII’s presence in Riyadh acknowledged that dressing for this moment requires proximity, cultural awareness, and adaptability. By being on the ground, the agency was able to respond in real time, an approach that reflects a more mature and engaged styling culture in the Kingdom.

Create XXII’s work sits within a broader shift taking place in Saudi Arabia, where fashion support structures are becoming more sophisticated. Styling agencies, showrooms, and creative teams are no longer operating exclusively from abroad. Instead, they are establishing local frameworks that allow for collaboration, speed, and deeper creative dialogue. The Riyadh showroom was not positioned as a one off activation, but as a signal of how fashion infrastructure around major cultural events is evolving.

As the Joy Awards continue to shape Riyadh’s position within the regional and global cultural calendar, the presence of agencies like Create XXII points to a future where styling, production, and creative direction are increasingly embedded within the city itself. It is a shift that speaks less about spectacle and more about professionalism, access, and long term commitment to the region’s creative ecosystem.