Saudi Arabia cuts loose with bevy of models and a rave

Supermodels and social media mavens, their makeup artists and hair stylists in tow, posed at a concert in leather pants, chunky sweaters and trendy black combat boots. What was unusual about these Instagram posts was that they were all deliberately tagged in Riyadh, Saudi Arabia.

The bevy of Instagram stars, former Victoria's Secret models, including Alessandra Ambrosio, and Hollywood actors like Ryan Phillipe, Ed Westwick and Wilmer Valderrama were invited to Saudi Arabia over the weekend to promote the kingdom's most eye-popping effort yet at showcasing the dramatic changes taking hold in this country, where more than half of its 20 million citizens are under 25 years old.

The efforts are aimed at boosting the economy while polishing Saudi Arabia's image abroad and appealing to the young. It's a staggering pivot from just three years ago, when religious police would storm restaurants playing music and harass women in malls for showing their face or wearing red nail polish.

Now, the kingdom has movie theatres and concerts. Women are allowed to drive and travel without male permission, and they can sit with men, unsegregated at restaurants.

The kingdom began issuing tourist visas this year. Female visitors are not required to wear the conservative black-flowing robe known as the abaya and headscarves in public.

At Riyadh airport, a booth welcomes tourists with pamphlets on etiquette in Saudi Arabia, labelled "Our Code of Conduct".

"Both men and women are asked to dress modestly in public, avoiding tight fitting clothing," it explains. "Women should cover their shoulders and knees in public."
"We are with Mohammed bin Salman wherever he takes us and whatever happens."