< Previous130 Harper’s Bazaar Saudi Summer 2021 ءﺎﻳزﻷاﺔﻗﺎﻧﻷا تاذ ﺎﻳدﺎﺑأ ﺔﻣﻼﻋ ﻦﻣ ﺎّﻳر ةﱰﺳ .ﺔﻌﺳاﻮﻟا مﺎﻤﻛﻷﺎﺑ ﲒﻤﻣ ﻢﻴﻤﺼﺗ The Raya jacket in stunning ochre features billowy gathered shoulders and is made in organdy HBSA_002_130to135_Abadia_11717826.indd 13004/07/2021 05:05:48 PM131 Harper’s Bazaar Saudi Summer 2021 Saudi label Abadia’s founder Shahd AlShehail is determined to introduce local heritage to the international fashion scene. Here, she shares her mission of clothing with a conscience ﺔﻴﻤﻟﺎﻋ ﺮﻴﻳﺎﻌﻤﺑ ﺔﻳدﻮﻌﺳ ﺔﻳﻮﻫ ﺔﻗﺎﻧﻟﺄا ﻲﻛﺎﺤﺗ ﻲﺘﻟا تاوﺮﻔﻟا ﻰﺘﺣو ،ﻲﻠﺤﻤﻟا ثاﺮﺘﻟا ﻦﻣ ةﺎﺣﻮﺘﺴﻤﻟا ﻞﻴﺻﺎﻔﺘﻟا ﻦﻣ ءﺎﻳزﻟﺄا ﺪﻬﺸﻣ ﻰﻟإ يدﻮﻌﺴﻟا ثاﺮﺘﻟا ﺮﻳﺪﺼﺗ ﻰﻠﻋ ﻞﻴﻬﺸﻟا ﺪﻬﺷ صﺮﺤﺗ ،ﺔﻴﻤﻟﺎﻌﻟا ﻰﻫﺎﻀﺗ ﻟﺎ ﺔﻴﻓﺮﺣو ﺔﻴﻟﺎﻋ ﺮﻴﻳﺎﻌﻤﺑ ﻲﻤﻟﺎﻌﻟا Words by KHULOOD AHMED H I G H S T A N DA R D S In the Saudi fashion scene, it takes no time to clearly spot the nuances of the Kingdom’s rich identity. The challenge, however, lies in presenting Saudi heritage in a modern and sustainable framework that captures the aesthetics of this authentic identity appealingly to both Saudis and others interested in the culture across the globe. This is evident in spades in designer Shahd AlShehail’s Saudi fashion brand, Abadia. Shahd inherited her passion for design from her aunt Naeema Al Shehail, who founded her namesake brand in the high-end fashion industry in Saudi Arabia. “Her relentless pursuit of perfection and attention to detail was why I got into fashion design,” says the young creative. “She would tell tailors not to sew the garments unless they like them, as she was keen on ensuring all the garments are made with love throughout all the work stages. I really learnt a lot from her at that point.” Abadia differs from Naeema’s brand though, which focuses on exclusives and luxury fashion. In fact, Shahd and Naeema wanted to establish a Saudi ready-to-wear brand, representing the culture and heritage of the region and supporting local artisans. The brand was also featured in Paris Fashion Week in 2018. However, Shahd’s ambition was greater than just launching a fashion brand. “I was interested in this fi eld like most girls, but realised that my career journey was leading me into a different direction,” she explains. “I studied business with a mission that focused on establishing a brand that makes a great impact on society,” she explains. ﱃإ اوﺮــﻄﻀﺗ ﻦــﻟ ،ﺔﻳدﻮﻌــﺴﻟا ءﺎــﻳزﻷا ﺪﻬــﺸﻣ ﻲـــ ﺔــﻴﻠﺤﳌا ﺔــﻳﻮﻬﻟا ﻞــﻴﺻﺎﻔﺗ ﻦــﻋ ًﻻّﻮــﻄﻣ ﺚــﺤﺒﻟا ﻦــﻤﻜﺗ ﺔــﺑﻮﻌﺼﻟا ﻦــﻜﻟو ،حﻮــﺿﻮﺑ ﺎــﻫوﺮﺗ ﻰــﺘﺣ ﴏﺎــﻌﻣ رﺎــﻃإ ﰲ يدﻮﻌــﺴﻟا ثاﱰــﻟا ﻢــﻳﺪﻘﺗ ﰲ ﻞﻜــﺸﺑ ﺔــﻠﻴﺻﻷا ﺔــﻳﻮﻬﻟا هﺬــﻫ تﺎــﻴﻟماﺟ زﱪــُﻳ ،ماﺪﺘــﺴﻣو .لمﺎــﻌﻟا لﻮــﺣ ﻦــﻣ ﺔــﻓﺎﻘﺜﻟا هﺬــﻬﺑ ينــﻤﺘﻬﳌاو ينﻳدﻮﻌــﺴﻟا ﺐــﺳﺎﻨﻳ ﺔــﻣﻼﻋ ﰲ ﻞﻴﻬــﺸﻟا ﺪﻬــﺷ ﺔــﻤﻤﺼﳌا ﻪــﻴﻠﻋ صﺮــﺤﺗ ﺎــﻣ اﺬــﻫو .ﺎــﻳدﺎﺑأ ﺔﻳدﻮﻌــﺴﻟا ءﺎــﻳزﻷا ﺔــﻤﻴﻌﻧ ﺎــﻬﺘﻟﺎﺧ ﻦــﻣ ءﺎــﻳزﻷا لمﺎــﻌﺑ ﺎﻬﻔﻐــﺷ ﺪﻬــﺷ ﺖــﺛرو ﰲ ﺔــﻴﻗاﺮﻟا ءﺎــﻳزﻸﻟ ﺎﻬﻤــﺳا ﻞــﻤﺤﺗ ﺔــﻣﻼﻋ ﺖــﺴﺳأ ﻲــﺘﻟا ،ﻞﻴﻬــﺸﻟا ﺎــﻫرﺎﻴﺘﺧا ﺔــﻘﻳﺮﻃ ﻲــﻨﺘﻤﻬﻟأو ءﺎــﻳزﻷا لمﺎــﻌﺑ ﻲــﻨﺘﺒﺒﺣ” ﺔﻳدﻮﻌــﺴﻟا ،ﻢــﻴﻤﺼﺘﻟا ﺔــﻴﻠﻤﻋ ﰲ ﻞــﻴﺻﺎﻔﺘﻟا ﻞﻜــﺑ ﺎــﻬﻣماﺘﻫاو ﺔــﺸﻤﻗﻸﻟ هﺬــﻫ ﻚــﺒﺠﻌﺗ لم نإ’ ينــﻃﺎﻴﺨﻠﻟ لﻮــﻘﺗ ﺖــﻧﺎﻛ ﺎــﻬﻧأ ﺔــﺟرﺪﻟ نأ ﲆــﻋ ﺔــﺼﻳﺮﺣ ﺖــﻧﺎﻛ ﺚــﻴﺣ ،‘ﺎــﻬﺘﻃﺎﻴﺨﺑ ﻢــﻘﺗ ﻼــﻓ ﺔــﻌﻄﻘﻟا ﺎــﻬﻴﻠﻋ ﻞــﻤﻌﻟا ﺔــﻳاﺪﺑ ﻦــﻣ ﺐــﺤﻟا ﺮﻋﺎــﺸﻣ ﻊــﻄﻘﻟا ﻞﻛ ﻞــﻤﺤﺗ .“ﺔــﻠﺣﺮﳌا ﻚــﻠﺗ ﰲ يرــﺜﻜﻟا ﺎــﻬﻨﻣ ﺖــﻤﻠﻌﺗ .ﺔــﻳﺎﻬﻨﻟا ﻰــﺘﺣو تﺎــﺒﻠﻄﻟا ﲆــﻋ ﺰــﻛﺮﺗ ﻲــﺘﻟا ﻞﻴﻬــﺸﻟا ﺔــﻤﻴﻌﻧ ﺔــﻣﻼﻋ ﻒــﻠﺘﺨﺗ ﻊــﻣ ﺪﻬــﺷ تدارأ ذإ .ﺎــﻳدﺎﺑأ ﺔــﻣﻼﻋ ﻦــﻋ ،ﺔــﻴﻗاﺮﻟا ءﺎــﻳزﻷاو ﺔــﺻﺎﺨﻟا ،ةﺰــﻫﺎﺠﻟا ءﺎــﻳزﻸﻟ ﺔﻳدﻮﻌــﺳ ﺔــﻣﻼﻋ ﺲــﺳﺆﺗ نأ ﺔــﻤﻴﻌﻧ ﺎــﻬﺘﻟﺎﺧ ﺪــﻗو ،ينــﻴﻠﺤﳌا ينــﻴﻓﺮﺤﻟا ﻢــﻋﺪﺗو ﺔــﻘﻄﻨﳌا ﰲ ثرﻹاو ﺔــﻓﺎﻘﺜﻟا ﻞــﺜتم ﺲــﻳرﺎﺑ ﰲ ﺔــﺿﻮﳌا عﻮﺒــﺳأ ﰲ ﺎــﻫرﻮﻀﺣ ﺔــﻣﻼﻌﻟا هﺬــﻫ ﺖﻠﺠــﺳ ﺔــﻣﻼﻋ ءﺎــﻨﺑ دﺮــﺠﻣ ﻦــﻣ ﱪــﻛأ نﺎﻛ ﺪﻬــﺷ حﻮــﻤﻃ ﻦــﻜﻟو .2018 مﺎــﻋ لﺎــﺠﳌا اﺬــﻬﺑ ﺔــﻤﺘﻬﻣ تﺎــﻴﺘﻔﻟا ﻢــﻈﻌﻤﻛ ﺖــﻨﻛ” ﺢــﺿﻮﺗ ذإ ،ءﺎــﻳزأ ﺖــﺳرد ،ﻒــﻠﺘﺨﻣ ﻖــﻳﺮﻃ ﱃإ ﻲــﻨﺗﺬﺧأ ﺔــﻴﻨﻬﳌا تييرــﺴﻣ ﻦــﻜﻟو ﺎــﻬﻟ ﺔــﻣﻼﻋ ﺲــﺳؤأ نأ ﻮــﻫ ﱪــﻛﻷا يﺰــﻴﻛﺮﺗ نﺎﻛو ،لماــﻋﻷا ةرادإ HBSA_002_130to135_Abadia_11717826.indd 13104/07/2021 05:06:04 PM132 Harper’s Bazaar Saudi Summer 2021 يرــﻴﻐﺘﻟا ثاﺪــﺣﻹ ﺔﻠﻴــﺳو ءﺎــﻳزﻷا ﰲ ﺪﻬــﺷ تأر .“ﻊــﻤﺘﺠﳌا ﲆــﻋ يرــﺒﻛ يرــﺛﺄﺗ ءﺎــﻨﺛأو .ﺪــﻨﻬﻟاو ﺎــﻴﻨﻴﻣرأو ﺎــﻴﻛﺮﺗ ﰲ ﺔــّﻴﳌﺎﻋ ﺮــﻳﻮﻄﺗ ﻊﻳرﺎــﺸﻣ ﲆــﻋ ﺖــﻠﻤﻋو ﺶــﻳدﻼﻐﻨﺑ ﰲ ﺲــﺑﻼﻤﻠﻟ ﻊــﻨﺼﻣ رﺎــﻴﻬﻧا ﺔــﺛدﺎﺣ ﺖــﻌﻗو ،ﺪــﻨﻬﻟا ﰲ ﺎــﻫﺪﺟاﻮﺗ ﺖــﻨﻛ” ،ﺔﻣاﺪﺘــﺳﻻا لمﺎــﻋ ﰲ ﺎﻫراﻮــﺸﻣ ﺔــﻳاﺪﺑ ﰲ ًﺎﺒﺒــﺳ ﺖــﻧﺎﻛو ،2013 مﺎــﻋ تيارﺎــﻴﺘﺧا ﻖــﺤﻠُﺗو ،نيﺎﻜــﻣ ﰲ ﺮــﻘﻔﻟا ﺢــﻓﺎﻛأ نأ ﻦــﻜيم ﻒــﻴﻛ ،لءﺎــﺴﺗأ نﺎﻜــﻣ ﰲ صﺎﺨــﺷأ ﲆــﻋ ىذﻷا ،يدﺎــﻋ ﺺــﻴﻤﻗ رﺎــﻴﺘﺧا ﻞــﺜﻣ ،ﺔﻄﻴــﺴﺒﻟا .“لمﺎــﻌﻟا ﻦــﻣ ﺮــﺧآ ﺔــﻋﺎﻨﺻ ﰲ ﻲــﻔﺨﻟا ﺐــﻧﺎﺠﻟا ﲆــﻋ ﺪﻬــﺷ ﺎــﻨﻴﻋ ﺖــﺤﺘُﻓ ﺔﻨــﺴﻟا ﻚــﻠﺗ ﰲ ﻲــﺘﻟا ﺲــﺑﻼﳌا ﺔــﻘﻴﻘﺣ ﻒــﺸﺘﻜﺗو ،ﻪــﻴﻓ ﻖــﻤﻌﺘﺗ نأ ترﺎــﺘﺧاو ،ءﺎــﻳزﻷا ءﺎــﻳزﻷا رﺪــﺼﻣ ﻦــﻋ ﻲــﻋﻮﻟا ﴩــﻨﺑ ﺔــﻠﺣﺮﳌا ﻚــﻠﺗ ﰲ تأﺪــﺑ” ،ﺎــﻬﻴﻟإ ﻞــﺼﺗ ﻦــﻣ سﺎــﻨﻟا ﻦــّﻜيم ًﻼــﻴﻟد تﺄــﺸﻧأو ،ىﱪــﻜﻟا تﺎــﻣﻼﻌﻟا ﺎــﻬﻌﻴﺒﺗ ﻲــﺘﻟا نﻮــﻟﻮﻘﻳ اﻮــﻧﺎﻛ .ىﱪــﻜﻟا تﺎــﻣﻼﻌﻟا ﻦــﻋ ﺔــﻣز ّﻼﻟا تﺎــﻣﻮﻠﻌﳌا ﻞﻛ ﺔــﻓﺮﻌﻣ ﻞــﺒﻗأ لم ﻲــﻨﻨﻜﻟو ،ﻚــﻟذ ﻞﻜــﻟ ﻢــﺘﻬﻳ ﻻ ﻚﻠﻬﺘــﺴﳌا نأ ﺖــﻗﻮﻟا ﻚــﻟذ ﰲ ﱄ ﻦــﻋ ﻢــﺟﺎﻨﻟا رﴬــﻟا ﻢــﺠﺤﺑ ًﺎــﺳﺎﺳأ ﻢــﻠﻌﻳ ﻻ ﻚﻠﻬﺘــﺴﳌﺎﻓ ،باﻮــﺠﻟا اﺬــﻬﺑ ﺎــﻬﻨﻣ ﺖــنم ﻲــﺘﻟا ﱃوﻷا ةرﺬــﺒﻟا ﻲــﻫ هﺬــﻫ ﺖــﻧﺎﻛ .“ءﺎــﻳزﻷا ﺔــﻋﺎﻨﺻ ﺮــﻳﻮﻄﺗ ﰲ ﻢﻫﺎــﺴﻳو ،ﺔﻣاﺪﺘــﺳﻼﻟ ﻢــﻋاد عوﴩــﻤﻛ ﺎــﻳدﺎﺑأ ﺔــﻣﻼﻋ ةﺮــﻜﻓ .ﺔــﻴﻠﺤﳌا فﺮــﺤﻟاو ﺔــﻋﺎﻨﺼﻟا ﲆــﻋ ﻞﻴﻬــﺸﻟا ﺪﻬــﺷ ﺖــﺻﺮﺣ ،ﺔــﻴﻠﺤﳌا فﺮــﺤﻟا ﻢــﻋد ﻖــﻠﻄﻨﻣ ﻦــﻣو نوﺮــﺗ ﺎــﻣﺪﻨﻋ” لﻮــﻘﺗو ،ﺔــﻴﻘﻴﻘﺣ ﺔــﻴﺛاﺮﺗ ﻞــﻴﺻﺎﻔﺗ ﺎــﻬﺗﺎﻋﻮﻤﺠﻣ ﻢــﻀﺗ نأ ٍﺪــﻳإ ﻪــﺘﻌﻨﺻ ﻲــﻘﻴﻘﺣ وﺪــﺳ ﻪﻧوﺪﺠﺘــﺴﻓ ،ﺎــﻨﻤﻴﻣﺎﺼﺗ ﻦــﻳﺰﻳ يﺬــﻟا وﺪــﺴﻟا ﺔــﻴﻓﺮﺤﻟا ﲆــﻋ لﺎــﺜﻣ ﻮــﻫ ﻞــﺑ ًﻼــﺜﻣ ةرﻮــﺻ وأ ﺔــﻋﺎﺒﻃ ﺲــﻴﻟ ،ﺔــﻴﻓﺮﺣ ينــّﻴﻓﺮﺤﻠﻟ ﺔﻳدﻮﻌــﺴﻟا ﺔــﻣﻼﻌﻟا هﺬــﻫ ﻢــﻋد ﻒــﻗﻮﺘﻳ ﻻ .“ﺔــﻴﻟﺎﻌﻟا ﺔــﻴﻠﺤﳌا هﺬــﻫ ﺔﺒــﺴﻧ ﺪــﻳﺰﺗ نأ ﲆــﻋ صﺮــﺤﺗ ﻞــﺑ ﺪــﺤﻟا اﺬــﻫ ﺪــﻨﻋ ﺔــﻘﻄﻨﳌا ﰲ ﻢــﻴﻣﺎﺼﺗ ﰲ مﺪﺨﺘــﺴُﺗ ﻲــﺘﻟا رارزﻷا” ﺎــﻬﻘﻠﻄﺗ ﺔــﻋﻮﻤﺠﻣ ﻞﻛ ﰲ ﻞــﻴﺻﺎﻔﺘﻟا ﻞــﺧﺪﺗو ،تﺎــﻴﻓﺮﺣو ينــﻴﻓﺮﺣ ﻞــﺒِﻗ ﻦــﻣ ﺔــﻋﻮﻨﺼﻣ ﻲــﻫ ﺎــﻳدﺎﺑأ ﺔــﻣﻼﻋ ﺖــﺴﻴﻟ فﺮــ ِﺤﻟا هﺬــﻫ .ﻚــﻟذ ﱃإ ﺎــﻣو ﻒــﻴﻠﻐﺘﻟا ﰲ ىﺮــﺧأ ﻞــﻴﺻﺎﻔﺗ تاﻮــﻄﺧ ﻞﻛ ﰲ ﺎــﻬﻠﺧﺪﻧ نأ لوﺎــﺤﻧ ﺎــنمإ ﺪــﺣاو ءﺎــﻳزأ ﻂــﺧ ﰲ ةرﻮــﺼﺤﻣ .“جﺎــﺘﻧﻹا ،ﺔﻳدﻮﻌــﺴﻟا ﻦــﻣ تﺎــﻴﻓﺮﺤﻟا ةﺪﻋﺎــﺴبم ،هﺬــﻫ ﺎــﻬﺘﻳؤر ﲆــﻋ ﺪﻬــﺷ ﺪــﻛﺆﺗ جﺎــﺘﻧﻹا ﲆــﻋ ﲇﻛ دماــﺘﻋا ﺪــﻤﺘﻌﺗ ﺎــﻬﻧأ ماــﻛ .نﺎــﻨﺒﻟو ،ﴫــﻣ ،تارﺎــﻣﻹا ﻲــﻫ فﺮــﺤﻟاو ءﺎــﻳزﻷا” .نﺎــﻨﺒﻟ ﰲ ﻊــﻗاﻮﻟا صﺎــﺨﻟا ﺎﻬﻠﻐــﺸﻣ ﰲ ﲇــﺤﳌا ،ﺎﻨﺗرﺎﻀﺣ ﺺــﺼﻗ ﺎــﻬﺑ يوﺮــﻧ ﺔــﻘﻳﺮﻃ ﻲــﻫ ،لمﺎــﻌﻟا ﻊــﻣ ﻞــﺻاﻮﺘﻟا ﰲ ﺎــﻨﺘﻘﻳﺮﻃ ﺔــﻳاﺪﺑ ﺬــﻨﻣ .ﺎــﻳدﺎﺑأ ﰲ ﻪــﻣﺪﻘﻧ ﺎــﻣ ﱪــﻋ ﺎــﻬﻟﺎﺼﻳإ ﲆــﻋ ةرﺪــﻘﻟا ﻚــﻠنم ﻦــﺤﻧو ىﺮــُﺗ نأ ﻦــﻜيمو ﺔــﻴﺑﺮﻌﻟا ﺔــﻳﻮﻬﻟا ﻞــﻤﺤﺗ ﺔــﻣﻼﻋ أﺪــﺒﻧ نأ ﺎــﻧدرأ ،ﺎﻬــﺴﻴﺳﺄﺗ .“لمﺎــﻌﻟا لﻮــﺣ نﺎﻜــﻣ يأ ﻦــﻣ ةأﺮــﻣا يأ ﺔــﻟﻼﻃإ ﰲ ﺔــﻣزأ ﻊــﻗو نﺎﻛ ،بيﺮــﻌﻟا ﻦــﻃﻮﻟا ناﺪــﻠﺑ ﱪــﻋ ةﺪــﺘﻤﳌا ﺎــﻳدﺎﺑأ عرذأ ﻊــﻣو ،ﺔــﻣزﻷا لﻼــﺧ ةﺰــﻴﺟو ةﱰــﻔﻟ ﻞــﻤﻌﻟا ﻒــﻗﻮﺗ” ﺎــﻬﻴﻠﻋ ﱪــﻛأ ﺎــﻧورﻮﻛ سويرــﻓ ينــﺑ ﻞــﺻاﻮﺘﻟا ﺔــﻴﻠﻤﻋ ﻢــﻴﻈﻨﺗ ﰲ ﻲﻨﺗﺪﻋﺎــﺳ لماــﻋﻷا لمﺎــﻋ ﰲ تيﱪــﺧ ﻦــﻜﻟو عﺎــﻘﻳإ ﲆــﻋ ﺔــﻈﻓﺎﺤﳌا ﰲ ﺎﻧﺪﻋﺎــﺳ ﺎــﻣ اﺬــﻫو ،ﺔــﻣﻼﻌﻟا ءﺎــﺸﻧإ ﺬــﻨﻣ ﻖــﻳﺮﻔﻟا ،هيرــﻏو Zoomﻞــﺜﻣ ﺔــﺣﺎﺘﳌا تﺎــﺼﻨﳌا ماﺪﺨﺘــﺳﺎﺑ ﺎــﻨﻨﻴﺑ ماــﻴﻓ ﻞــﺻاﻮﺘﻟا ﻚــﺤﻀﳌا .ةﺮــﻣ ﻞﻛ ﰲ ﺎــﻬﺘﻌﺟاﺮﳌ تﺎــﻨﻴﻌﻟا لﺎــﺳرﻹ ﺮــﻄﻀﻧ ﺎــّﻨﻛ ﺎــﻨﻧأ ﻰــﺘﺣ ﺖــﺒﺠﻧأ نأ ﺪــﻌﺑ ﻦــﻋ لماــﻋﻷا ةرادإ ﲆــﻋ تﺪــﺘﻋا ﺪــﻗ ﺖــﻨﻛ ﻲــﻨﻧأ ﻮــﻫ ﺔﻣﻼﻋ ﻦﻣ ةوﺮﻓ يﺪﺗﺮﺗ ﺎﻴﻧار ﺔﻜﻠﳌا :رﺎﺴﻴﻟا ﻦﻣ ﺪﺣأ ؛ﷲ ﺪﺒﻋ ﺖﻨﺑ نﺎﳝإ ةﲑﻣﻷا ﺎﻬﺘﻨﺑا ﻊﻣ ﺎﻳدﺎﺑأ ﻲﻌﻴﺒﻄﻟا ﺮﻳﺮﳊا ﻦﻣ ﺔﻴﻜﻴﺳﻼﻜﻟا ﻢﻴﻣﺎﺼﺘﻟا From left: Queen Rania with her daughter Princess Iman bint Abdullah, wearing Abadia; Abadia’s signature Timeless volume top in 100 per cent silk organza “F A S H I O N A N D C R A F T I S O U R W A Y O F S P E A K I N G T O T H E W O R L D , A N D T H E W A Y W E S H A R E T H E S T O R I E S O F OU R C I V I L I S A T I ON . OU R D E S I G N S A T A B A D I A E N A B L E U S T O C O M M U N I C AT E T H E S E S T O R I E S ” HBSA_002_130to135_Abadia_11717826.indd 13204/07/2021 05:06:17 PM The FASHION 133 Harper’s Bazaar Saudi Summer 2021 Viewing fashion as a vehicle for change, Shahd worked on global development projects in Turkey, Armenia and India. While she was in India, Shahd witnessed a garment factory collapse in Bangladesh in 2013, prompting her to pursue a sustainable, ethical approach. “I was thinking of how I could eradicate poverty in such a way that a simple T-shirt selection may impact people in other parts of the world.” In that year, Shahd opened her eyes to the hidden side of the fashion industry, delving deeply into the truth of clothing that she got her hands on. “I started raising awareness about companies sourcing materials sold by global fashion brands, and created a guide that enables people to fi nd out all the information they need to know about them,” she notes, adding, “I was told back then that consumers are unbothered by all that, but I didn’t accept that, as consumers nowadays do not know the damages caused by the fashion industry.” Indeed, this was the fi rst step forward to the Abadia brand supporting sustainability and contributing to fostering the local industry and crafts. In support of local crafts, Shahd was keen on including authentic heritage nuances in her collection. “Once you see the Sadu which adorns our designs, you will realise it is a real Sadu made by artisanal hands – not a mere print or a photo, but an example of high-quality local ﻲﻓ ﺎﻨﺘﻘﻳﺮﻃ ﻲﻫ فﺮﺤﻟاو ءﺎﻳزﻷا” ﺔﻘﻳﺮﻃ ﻲﻫو ،ﻢﻟﺎﻌﻟا ﻊﻣ ﻞﺻاﻮﺘﻟا ﻦﺤﻧو ،ﺎﻨﺗرﺎﻀﺣ ﺺﺼﻗ ﺎﻬﺑ يوﺮﻧ ﺎﻣ ﺮﺒﻋ ﺎﻬﻟﺎﺼﻳإ ﻰﻠﻋ ةرﺪﻘﻟا ﻚﻠﻤﻧ “ﺎﻳدﺎﺑأ ﻲﻓ ﻪﻣﺪﻘﻧ craftsmanship,” she says. The support for the region’s artisans does not stop there. On the contrary, this Saudi brand is yearning to capture these details in every collection that is released. “The buttons used in Abadia’s designs are made by artisans, while other details are used in packaging and such,” the designer explains. “Such crafts are not confi ned to one fashion line, but rather sought to be integrated in all production cycles.” By employing the hands of artisans from Saudi Arabia, the UAE, Egypt and Lebanon, Shahd further entrenches this vision. She also fully relies on local production at her tailoring house in Lebanon. “Fashion and crafts are our way of speaking to the world, and the way we share the stories of our civilisation. Our products in Abadia enable us to communicate these stories,” she says. “Ever since the inception, we wanted to launch a brand which represents the Arab identity and can be depicted in the look of any woman across the globe.” Due to Abadia’s extended presence in several Arab countries, the coronavirus crisis had a greater impact on the brand. “Work was suspended for a short period during the crisis, but my business experience helped me organise the communication process among the team since the establishment of the brand, enabling us to maintain our communication rhythm by using available ﺪﴲ ،ﺎﻳدﺎﺑأ ﺔﻣﻼﻋ ﺔﺴﺳﺆﻣ :هﻼﻋأ ﻦﻣ ﺔﻠﻗﺪﻟا :ﲔﻤﻴﻟا ﱃإ .ﻞﻴﻬﺸﻟا 2020 ءﺎﺘﺷو ﻒﻳﺮﺧ ﺔﻋﻮﻤﺠﻣ Above: Co-founder of Abadia, Shahd AlShehail. Right: The Dagla ankle jacket from the FW20 collection HBSA_002_130to135_Abadia_11717826.indd 13304/07/2021 05:07:07 PM134 Harper’s Bazaar Saudi Summer 2021 .“ﺔــﻣزﻷا ﺔــﻳاﺪﺑ ﻞــﺒﻗ ﺔــﻳﺮﺤﺑ ﺮﻔــﺴﻟا ﻦــﻣ ﻦــﻜتمأ لمو ﲇــﻔﻃ لﺎــﺠﻣ ﺪــﺒﻜﺗو ،2020 سرﺎــﻣ ﺮﻬــﺷ ﰲ ﺎــﻬﻠﻘﺜﺑ ﺎــﻧورﻮﻛ سويرــﻓ ﺔــﻣزأ ﺖــﻘﻟأ ﺔــﻣزﻷا هﺬــﻫ ﰲ تأر ﺪﻬــﺷ نأ ﻻإ ،ةﱰــﻔﻟا ﻚــﻠﺗ ﰲ ﺔــﺣدﺎﻓ ﺮﺋﺎــﺴﺧ ًاﺪــﻳﺪﺤﺗ ءﺎــﻳزﻷا تاراﻮــﺤﻟاو ﺪــﻌُﺑ ﺪــﻨﻋ وﺪــﺴﻟا ﺔــﻋﺎﻨﺻ تﺎــﺴﻠﺟ ﰲ ﺎــﻬﺋﻼﻤﻋ ﻊــﻣ ﻞــﺻاﻮﺘﻠﻟ ﺔــﺻﺮﻓ نﺎــﻀﻣر ﺮﻬــﺷ لﻮــﻠﺤﺑو ،ﻲــﻋماﺘﺟﻻا ﻞــﺻاﻮﺘﻟا ﻊــﻗاﻮﻣ ﲆــﻋ ةرﻮــﺼﳌا ﺔــﻳﻮﻋﻮﺘﻟا ﺪــﻳﺪﺟ ﻦــﻣ ﻞــﻤﻌﻟا ﺔــﻣﻼﻌﻟا تدوﺎــﻋ ،تاوﺮــﻔﻟاو ءﺎﺘــﺸﻟا ﻢــﺳﻮﻣ هﺪــﻌﺑو ،كرﺎــﺒﳌا .مﺎــﻌﻟا لﻼــﺧ ﺎﻫﺮﺋﺎــﺴﺧ ﺔــﻴﻄﻐﺗ ﻦــﻣ ﺖــﻨﻜتمو ﺐﺒــﺴﻟا اﻮــﻤﻬﻔﺘﺗ نأ ﻦــﻜﻤﻴﻓ ،ﺎــﻳدﺎﺑأ تاوﺮــﻔﺑ ﺔﻘﺒــﺴُﻣ ﺔــﻓﺮﻌﻣ ﲆــﻋ ﻢــﺘﻨﻛ نإو ﺚــﻴﺣ ،ﺞــﻴﻠﺨﻟا ﺔــﻘﻄﻨﻣ ﰲ ًﺎــﺒﻠﻃ ﺔﻳﻮﺘــﺸﻟا ﻊــﻄﻘﻟا ثرــﻛأ ﻦــﻣ ﻲــﻬﻓ ؛ﻚــﻟذ ءارو فرﺎــﻌﺗ ﻲــﺘﻟا ﺔــﻴﺛاﱰﻟا ﺔــﻌﻄﻘﻟا هﺬــﻫ ﰲ ﺔــﻘﻴﻧأو ﺔــﻳﴫﻋ ًﺎــﺣور ﺔــﻣﻼﻌﻟا ﺚــﺒَﺗ ،ﺔــﻗﺎﻧأ تاﺪﻴــﺴﻟا ثرــﻛأ رﺎــﻈﻧأ ﺖــﺘﻔﻠﻓ ،بيﺮــﻌﻟا ﻦــﻃﻮﻟا ﰲ لﺎــﺟﺮﻟا ﺎــﻬﺋاﺪﺗرا ﲆــﻋ ﺪــﺒﻋ ﻚــﻠﳌا نيدرﻷا ﻞــﻫﺎﻌﻟا ﺔــﺟوز ،ﻪــﻠﻟا ﺪــﺒﻌﻟا ﺎــﻴﻧار ﺔــﻜﻠﳌا ﺔــﻟﻼﺟ ﻦــﻬﻨﻤﺿ ﻦــﻣ ﺔــﻴيمدﺎﻛﻷا ﻦــﻣ ﻰﻤﻠــﺳ ﺎــﻬﺘﻨﺑا جﺮــﺨﺗ ﻞــﻔﺣ ﰲ ﺎــﻬﺑ ﺖــﻘﻟﺄﺗ ﻲــﺘﻟا نيﺎــﺜﻟا ﻪــﻠﻟا هﺬــﻫ نأ ﻚــﺷ ﻻ .2018 مﺎــﻋ ﺎــﻴﻧﺎﻄﻳﺮﺑ ﰲ ﺖــﺳيرﻫﺪﻧﺎﺳ ﺔــﻴﻜﻠﳌا ﺔﻳﺮﻜــﺴﻌﻟا ﺪﻬــﺷ ﺎــﻫرﺎﺘﺨﺗ ﻲــﺘﻟا ﻊــﻄﻘﻟا ﻲــﻫو ،ﺎــﻳدﺎﺑأ ﺔــﻣﻼﻋ سﺎــﺳأ ﻲــﻫ ًاﺪــﻳﺪﺤﺗ ﺔــﻌﻄﻘﻟا تﺎــﻋﻮﻤﺠﻣ ﰲ ةﺪــﺟاﻮﺘﻣ تاوﺮــﻔﻟا ﺖــﻧﺎﻛ” ﻞﺒﻘﺘــﺴﳌا ﰲ ﺎــﻬﺗﺎﻨﺒﻟ ﺎــﻬﺛرﻮﺗ ﻰــﺘﺣ ﻲــﳌﺎﻌﻟا قﻮــﺴﻠﻟ ﺎــﻬﻣﺪﻘﻧ نأ ﲆــﻋ ينــﺼﻳﺮﺣ ﺎــّﻨﻛو ،ﺔــﻳاﺪﺒﻟا ﺬــﻨﻣ ﺎــﻳدﺎﺑأ ﺔــﻣﻼﻋ .“ﺎــﻨﺨﻳرﺎﺗو ﺎــﻨﺛاﺮﺗ ﻞــﺜتم ﺔﻳﻮﺘــﺷ ﺔــﻌﻄﻘﻛ ﺔﻣاﺪﺘــﺴﻣ ءﺎــﻳزأ ﻖــﻠﺧ ﰲ ﺎــﻬﺘﻳؤر ﻊــﻣ ًﺎﻴــﺷﺎتمو ،ﺎــﻬﺗﺎﻋﻮﻤﺠﻣ ثﺪــﺣأ ﰲ ﻢــﺳﻮﳌا ﻦــﻋ ﺎــﻬﻴﺿﺎﻐﺗ ﺎــﻳدﺎﺑأ ﺔــﻣﻼﻋ ﺖــﻨﻠﻋأ ،نﺎــﻣز ﻞﻛو ﺖــﻗو ﻞﻛ ﻊــﻣ ﺐــﺳﺎﻨﺘﺗ 9 ﻢــﻗر ﺔــﻋﻮﻤﺠﳌا ﻦــﻣ ًﺎــﻗﻼﻄﻧا ،مﺎــﻗرﻷﺎﺑ ﺎــﻬﻗﻼﻃإو ﺎــﻬﺗﺎﻋﻮﻤﺠﻣ ﰲ ﺔﻨــﺴﻟاو ﺪــﻗو .ﺔــﻤﻜﺤﻟاو زﺎــﺠﻧﻹا ﻞــﺜيم ًماــﻗر ﺔــﻓﺪﺼﻟﺎﺑ نﺎﻛو ،مﺎــﻌﻟا اﺬــﻫ ﺎــﻬﺣﺮﻄﺗ ﻲــﺘﻟا ﻊــﻣ ﺔﻌــﺳاﻮﻟا ينــﻃﺎﻔﻘﻟاو ،ﺔــﻤﻋﺎﻨﻟا ينﺗﺎــﺴﻔﻟا ﺔــﻘﻴﻧﻷا ﺔــﻋﻮﻤﺠﳌا هﺬــﻫ ﺖــ ّﻤﺿ ﻲــﻄﻌﺗ ﻰــﺘﺣ ،ﺔــﺤﻳﺮﻣ تﺎــﻣﺎﺧو ناﻮــﻟﺄﺑ ﺔّﻴﻜﻴــﺳﻼﻜﻟا نﺎــﺼﻤﻘﻟاو تﺎــﻧﻮﻠﻄﻨﺒﻟا تاﻮﻨــﺴﻟ ﺎــﻬﺘﻧاﺰﺧ ﰲ ﺎــﻬﺑ ﻆــﻔﺘﺤﺗ نأ ﻦــﻜيم ﺔــﻳﴫﻋ تارﺎــﻴﺧ ةﴏﺎــﻌﳌا ةﺪﻴــﺴﻟا ﺎــﻬﻴﻨﻴﻋ ﺐــﺼﻧ ﺪﻬــﺷ ﻪــﺘﻌﺿو يﺬــﻟا ﺔﻣاﺪﺘــﺳﻻا فﺪــﻫ ﻖــﻘﺤﺘﻳ اﺬــﻬﺑو .لاﻮــﻃ .ﱃوﻷا ةﻮــﻄﺨﻟا ﺬــﻨﻣ :رﺎﺴﻴﻟا ﲆﻋأ ﻦﻣ ﺔﻋﺎﺴﻟا برﺎﻘﻋ هﺎﲡا ﰲ ﰲ طﺎﳜ نﺎﺘﺴﻓ ؛دﻮﻨﻌﻟا ةﱰﺳ ؛ﺎّﻳر ةﱰﺳ تﺎﻌﺒﻄﺑ ﻦﻳﺰﻣ نﺎﺘﺴﻓ ؛ﺎﻳدﺎﺑأ ﻞﻐﺸﻣ .ﺎًﻳوﺪﻳ ﺔﻋﻮﻨﺼﻣ رارزأ ﻊﻣ رﻮﻫﺰﻟا Clockwise from top left: Raya jacket in ochre; Anoud jacket in ochre; A dress in the making; Floral shirt dress embellished with Abadia’s signature handcrafted date buttons ﺔﻗﺎﻧﻷا HBSA_002_130to135_Abadia_11717826.indd 13404/07/2021 05:07:25 PM The FASHION 135 Harper’s Bazaar Saudi Summer 2021 platforms like Zoom and others,” says Shahd. “We even had to send samples for review each time. It was funny that I got used to running the business remotely since I had my baby, and I wasn’t able to travel freely even before Covid broke out.” In March 2020, the pandemic had cast a big shadow over the fashion industry in particular, leading to major losses at that time. Nonetheless, Shahd found the crisis an opportunity to communicate with her clients in the online Sadu-making sessions and the awareness talks broadcasted on social media. As the Holy Month of Ramadan approached, following the winter season and the rise of farwa coats, the brand resumed work and was able to cover its losses during the year. If you are already familiar with Abadia’s farwa coats, then the reason is obvious. It is one of the most in-demand winter pieces in the Gulf region, and the brand has revamped this heritage piece that men in the Arab world are known to wear with a modern and elegant spirit. It actually caught the attention of the most stylish women, including Her Majesty Queen Rania Al Abdullah, wife of Jordan’s King Abdullah II. Her Majesty wore the piece in 2018 at the graduation ceremony of her daughter Princess Salma, at the Royal Military Academy Sandhurst in the UK. This particular piece is undoubtedly the core of the Abadia brand, and one of the pieces that Shahd has chosen to pass on to her daughters in the future. “Farwas were among Abadia’s collections since the beginning, and we were keen on introducing them to the global market as a winter piece representing our heritage and history,” the designer shares with Bazaar. In its latest collections, and in line with its vision of creating sustainable fashion that suits every time and era, Abadia has announced to overlook the season and the year in its collections, launching them instead under numbers. The brand kicked off this year with collection Number Nine, a number which, by chance, is related to wisdom. This elegant line includes billowing dresses and loose kaftans with classic trousers and shirts in neutral shades, made using comfortable fabrics, giving the contemporary woman options she can keep in her wardrobe for years to come. With an honourable mission and fantastic design, we can’t wait to see more from her. ﻦﻣ ﻲﻌﻴﺒﻄﻟا ﺮﻳﺮﳊا ﻦﻣ نﺎﺘﺴﻓ ﺎﻳدﺎﺑأ ةﺪﻴﺳ ﻪﺘﻤﻬﻟأ ،ءﺎﺘﺸﻟا ﺔﻋﻮﻤﺠﻣ ﺰﺟاﻮﳊا ﻰﻄﺨﺘﺗ ﱵﻟا Silk panel dress from the Fall/Winter collection, inspired by the Abadia woman who constantly pushes the boundaries HBSA_002_130to135_Abadia_11717826.indd 13504/07/2021 05:07:49 PMءﺎﻳزﻷاءﺎﻳزﻷا HBSA_002_136to145_NoaCouture_11725765.indd 13604/07/2021 03:39:06 PM137 Harper’s Bazaar Saudi Summer 2021 ءﺎﺘﺷو ﻒﻳﺮﳋ Windows ﺔﻋﻮﻤﺠﻣ ﻦﻣ ﺔﻳرﺎﻤﻌﻣ ﻊﺋاور ﻦﻣ ةﺎﺣﻮﺘﺴﳌا ،(2018) “ءاﺪﺗرﻼﻟ ﻦﻔﻟا” مﻮﻬﻔﲟ From the A/W18 Windows Collection, inspired by architectural masterpieces with the concept of ‘wearable art’ BR EAK ING BOUNDAR IES ﺎﻬﻠﻤﻌﺑ ﺪﻛﺆﺘﻟ دﻮﻌﺳ فاّﻮﻧ ﺮﻴﻣﻟﺄا ﻮﻤﺴﻟ NOA Couture ﺔﻣﻠﺎﻋ دﻮﻌﺗ ﺖﻓﻠﺎﻟا رﻮﻀﺤﻟا ﻰﻠﻋ ،يدﻮﻌﺴﻟا ءﺎﻳزﻟﺄا ﺲﻠﺠﻣ ﺔ ّﻤﻬﻣ ﻊﻣ ﻖﻓ اﻮﺘﻤﻟا .ءﺎﻳزﻠﺄﻟ ﻲﻤﻟﺎﻌﻟا ﺪﻬﺸﻤﻟا ﻲﻓ ﺔﻳدﻮﻌﺴﻟا ﺐﻫاﻮﻤﻠﻟ Heralding the birth (or rebirth) of Saudi Haute Couture, His Highness Prince Nawaf Saud’s brand, NOA Couture echoes Saudi Style Council’s passionate refrain – that the Kingdom’s creative talent is a world- class force to be reckoned with HBSA_002_136to145_NoaCouture_11725765.indd 13704/07/2021 03:39:18 PM138 Harper’s Bazaar Saudi Summer 2021 :ﻢﻴﻤﺼﺘﻟاو ﲏﻔﻟا جاﺮﺧﻹا .Rhythmix ﺔﻋﻮﻤﺠﻣ ﻦﻣ ﺔﺤﻔﺼﻟا ؛ﺰﻤﻴﺳ ﺮﻓﻮﺘﺴﻳﺮﻛ ﺮﻳﻮﺼﺗ .نﻮﺘﻠﻴﻫ نﻻآ يور Red Hot Sands ﺔﻋﻮﻤﺠﻣ ﰲ تﺮﻬﻇ :ﺔﻠﺑﺎﻘﳌا ﺔﻳدﻮﻌﺴﻟا ﺔﻴﺑﺮﻌﻟا ﺔﻜﻠﻤﳌا ﺔﻌﻴﺒﻃ ﻦﻣ ةﺎﺣﻮﺘﺴﳌا From the Rhythmix Collection. Art direction and styling: Roy Alan Hilton. Photo: Christopher Sims; Opposite page: The Red Hot Sands collection, inspired by the nature of Saudi Arabia. Photo: Diego Indraccolo HBSA_002_136to145_NoaCouture_11725765.indd 13804/07/2021 03:42:24 PM139 Harper’s Bazaar Saudi Summer 2021 The FASHION What’s your backstory and how did you fi rst get into fashion? Being born in the early ’80s, as a kid I was infl uenced by the powerful fashion movement of the time. As a Capricorn, I believe it’s shaped my personality and perception towards a strong-headed direction and passion for art. Growing up I lived between London and my home city of Riyadh. My first interest in fashion design was during my adolescent years. I remember my first thoughts on fashion were, ‘how can such a primitive tool of man such as the needle and thread be able to produce such art forms as garments?’ This used to fascinate me. What’s the story behind the launch of NOA Couture? In 2005, my passion drove me to transform my vision into a commercial reality. Encouraged by my Central Saint Martins professors, I stayed true to my international fashion dreams. Maturity cemented the commitment. For a design house to be truly loved and embraced globally, it must have won the hearts and minds of its nationals fi rst. I really feel that NOA Couture has achieved this with its fi rst collection, called Space Landing, in 2005 followed by another collection in 2006 called Dreamers, which started my fi rst leap into fashion. In 2008, the collection Kaftans was the fi rst bridge between the East and West. Between 2007 and 2009, I created a collection of fashion accessories including gloves and wallets. In 2010 I created another collection bridging the gap between the East and West, as before. In 2011, I created a couture collection called Red Hot Sands Of Arabia and in 2012 I created one called Projection Fantasy. In 2018, I created the collection Windows, which I believe further endorsed NOA Couture’s position within the global fashion arena. What did you draw on for inspiration when designing Windows? The catalyst for Windows 2018 was the architecture of Zaha Hadid’s building in Riyadh. The photography employed for the shoot of NOA’s Windows collection supported my vision of the stretch that’s refl ective of an urban blend of theatrical glamour, whose roots are found in architecture from the East to the West. How has your experience of living between Saudi and Europe developed your perspective as a designer? My perspective as a designer has been highly infl uenced by my exposure here in Saudi from the mud houses of this region, through to art fi lms. By far the most welcomed of all infl uencing factors have been the works of the late globally renowned architect Zaha Hadid which are built both here and globally. Who is the NOA Couture woman? Our clients have proven to be an eclectic mix who all share common traits: savvy women with modern fl air, adventurous in niche fashion, with a deep appreciation of tradition and sophistication. I would perceive the characteristics of our clients to include an understanding of the inner beauty, heritage and projected status. Often dramatic and dreamily divine beings. Who is your muse and why? Fortunately, I travelled at a young age with my mother who has always embraced much of this world’s culture. She has been my life-long muse. Her natural gift of style and desire for being dressed in couture spanning many decades of designer outfi ts continues to fuel my own creativity to this day. I feel I have inherited my love of this industry from this awesome lady. Why do you think your clothes have such an international appeal? The garments produced by NOA Couture are cutting-edge, fun statement pieces. Their appeal will remain international as the demand for them is driven by the ever-evolving needs of today’s empowered women. What are your thoughts on the current change in the world of Arab fashion and how it’s seen globally? Fashion moves as a trend in different currents. I created my own movement and I stayed truthful to my artistic thoughts. Making a mark in the expanding world of fashion has been a challenge that I anticipate has been met by the fl uidity of permissible movement and motion for the wearer of many pieces from my collections. Have the recent political changes in Saudi affected how Saudi women feel about fashion? Due to Saudi Vision 2030 being encouraged and embraced by society, the female population is experiencing far more inclusion within it. Saudi women are increasingly empowered to play an important role in the world. Many professional females are now further able to indulge their appreciation of shape, form and colour, hence expressing these new-found freedoms in their wardrobe choices. Keeping in mind that Saudi women have always been creative in their own ways and time has given them enough space to polish more creativity before shining on a global scale. Has that affected the way you design? Indeed, as the boundary becomes broader and as the bar becomes higher, quality and uniqueness become the biggest challenge. Do you feel you are part of a new Arab fashion movement? The garments produced by Noa Couture continue to be living creations of cultural heritage such as family traditions, celebrations and Arabic ceremonies, and this results in us being a pivotal part of the latest Arab fashion movement. Which Middle Eastern women would you feel most honoured to have wear your designs? Most of the Middle Eastern women of the world that choose to support my creations warm the heart and motivate me to become more prolifi c in the coming months. “ F O R A D E SI G N HO U SE T O B E T R U L Y L O V E D A N D E M B R A C E D G L O B A L L Y , I T M U S T H AV E W O N T H E H E A R T S A N D M I N DS O F I T S N A T I O N A L S FI R S T ” HBSA_002_136to145_NoaCouture_11725765.indd 13904/07/2021 03:42:36 PMNext >