In the heart of Saudi Arabia, where culture and tradition intersect with a burgeoning global presence, Abadia has emerged as a beacon of innovation and purpose. Co-founded by Shahd AlShehail and her aunt Naeema Al Shehail, this ethical luxury fashion brand represents a profound commitment to preserving Arabian craftsmanship while redefining modern fashion.
A Vision Rooted in Heritage
For Abadia, fashion is more than just clothing; it is a medium to tell stories, preserve heritage, and empower communities. The brand’s design philosophy seamlessly blends traditional elements with contemporary aesthetics, creating timeless pieces that resonate globally. One of their most iconic designs, the Farwa, embodies this vision. Traditionally a men’s coat from the Arabian Peninsula, Abadia has transformed the Farwa into a modern luxury item for women, adorned with handcrafted details by skilled Saudi artisans.
Empowering Artisans, Empowering Women
At the core of Abadia’s mission lies its dedication to sustainability and ethical practices. Collaborating with over 40 female artisans across Saudi Arabia and the Middle East, the brand ensures that traditional crafts such as Sadu weaving and Naqda embroidery are not only preserved but celebrated. By doing so, Abadia provides these artisans with sustainable income, fostering a sense of pride and continuity in their work.
This model of ethical production is a lesson for emerging designers: fashion can be a force for good. It can uplift communities, preserve heritage, and contribute to a more sustainable future.
A Global Spotlight
Abadia’s commitment to its values has propelled it onto the global stage. From showcasing collections at Paris Fashion Week to dressing influential figures like Her Majesty Queen Rania Al Abdullah, Abadia exemplifies how a brand rooted in local culture can achieve international acclaim. In 2023, Abadia became the first Saudi brand to launch an exclusive edit on Net-A-Porter, expanding its reach to discerning customers worldwide.
This global recognition underscores an important message for Saudi designers: staying true to your roots can be your greatest strength. By celebrating your heritage and weaving it into your designs, you can create a unique identity that resonates universally.
The Story of Shahd AlShehail
A Journey of Purpose and Resilience
Shahd AlShehail’s journey to co-founding Abadia is a story of purpose, resilience, and vision. Growing up in Saudi Arabia, Shahd was deeply influenced by her cultural heritage and the intricate craftsmanship she saw in traditional garments. After pursuing higher education abroad, she returned home with a mission to bridge the gap between tradition and modernity in the fashion industry.
Academic Foundations in Sustainability
Shahd’s academic background in sustainable development played a crucial role in shaping her approach to fashion. She recognized the importance of ethical practices and the need to preserve disappearing artisanal crafts. Partnering with her aunt Naeema, who shared her passion for heritage and innovation, Shahd co-founded Abadia with a clear vision: to celebrate and sustain Arabian craftsmanship while redefining its place in the global fashion landscape.
Leadership and Empowerment
Under Shahd’s leadership, Abadia became a platform for empowering women artisans, providing them with opportunities to showcase their skills and earn sustainable incomes. Her commitment to ethical production and cultural preservation has not only set Abadia apart but also inspired a new wave of Saudi designers to prioritize purpose alongside creativity.
A Legacy of Inspiration
The journey of Abadia is not just a success story; it is a call to action for the next generation of Saudi fashion designers. It is a reminder that the intersection of tradition and innovation can lead to extraordinary outcomes. Abadia’s success is proof that ethical practices and cultural preservation are not just noble ideals but viable business strategies.
As Saudi Arabia’s fashion industry continues to flourish, designers have an unprecedented opportunity to shape the global narrative. Abadia’s journey offers a roadmap: embrace your heritage, commit to ethical practices, and dare to dream on a global scale.
For aspiring designers, the story of Abadia is more than inspiring; it is empowering. It shows that with vision, purpose, and a deep respect for one’s roots, you can not only make an impact in the fashion world but also leave a lasting legacy.
Conclusion
Abadia is more than a brand; it is a movement. It’s a testament to the power of fashion as a tool for storytelling, empowerment, and change. For new designers in Saudi Arabia, it serves as a shining example of what’s possible when you combine cultural pride with innovative vision. The future of Saudi fashion is bright, and Abadia is lighting the way.
