Johan Lindeberg teams up with his daughter Blue Lindeberg and Princess Noura bint Faisal Al Saud to revolutionize golf-wear for women.
Princess Noura bint Faisal Al Saud, founder of Saudi fashion week, has teamed up with the Swedish creative director Johan Lindeberg to create JAY3LLE, a golf-meets-fashion brand. Johan Lindeberg, who felt confined to his past brand images when creating under his name, has re-branded himself to JAY3LLE and this label is the product of the rebrand. Lindeberg, who is responsible for J.Lindeberg, Blk Denim, and some of Diesel’s iconic 1990s campaigns, has permanently relocated to Riyadh for the purpose of working on this brand. In tandem with Lindeberg’s daughter Blue Lindeberg, this team is revolutionizing luxury golf-wear for women, with a primarily women-led team—appointing Princess Noura as the CEO and Blue Lindeberg as a cofounder alongside her father.
Bridging the worlds of fashion, sport, and culture, this brand is changing the look of golf. This project isn’t arbitrarily based in Saudi Arabia, as the brand is also bringing in Saudi styles to add a modern Saudi energy to the looks. The recent campaign, shot in February of 2026, was led by an all-Arab team, which was a purposeful choice. The team included Omani photographer Chndy, French-Egyptian stylist Omaima Salem, and Algerian model Hayett.
Despite its grounding in Saudi Arabia, JAY3LLE is now going global with JAY3LLE.com. To celebrate the launch of the website and this important milestone for the Saudi-born company, Princess Noura, Blue Lindeberg, and Johan Lindeberg hosted a dinner in Chinatown, NYC. Crafted under the unique vision of the father-daughter duo, the event was inspired by the styles of old-school downtown New York.
Golf looks have traditionally been collared shirts, short skirts, and sun visors, but JAY3LLE has reimagined what it means to get dressed to go golfing. Appealing to the new generation, this brand has created edgier, more unique looks to hit the golf course in style. These new styles include white tracksuits, lightweight layers, attention to shape, leather and bomber jackets—a classic Johan Lindeberg look—, graphic headscarves inspired by headwear in Saudi, and a debut pair of sunglasses. Combining tailored elegance with performance functionality, this elevated golf-wear emphasizes the movement from the golf course to dinner, without needing to change your outfit. These styles are sporty-chic—even if you don’t play golf, you can still find what you’re looking for in this brand.
This campaign is inspired by the Saudi desert and the women who made the collection possible—specifically Blue Lindeberg and Princess Noura. A collection that is led by women, designed for women, and situated in an Arab country for a global audience, JAY3LLE has transformed Johan Lindeberg’s idea of style—blending New York City downtown edginess with Parisian chic attitude and Saudi heritage, as the desert has been a huge creative influence for him. This project is the synthesis of all his designs so far, and the team leading the charge is all in, aiming to make Saudi proud of these designs and share them internationally.
All images courtesy of JAY3LLE. Event images by David X. Prutting/BFA.com.
