Founder and Creative Director of Saudi-based label Abadia, Shahd AlShehail, on navigating the brand through sustainable style and social impact.
Who has the biggest influence in your work ethic?
My mother, without a doubt. She has always been my biggest role model – her strength, resilience, and dedication has shaped who I am today. Watching her navigate life with grace and determination taught me the value of hard work and staying true to my values. Her unwavering support and her love and curiosity for life are a constant source of inspiration. She showed me that with passion and purpose, anything is possible, and that’s a mindset I carry with me in everything I do, especially with Abadia.
Which type of women do you base your designs on and what do you intend for the wearer to feel in your pieces?
The Abadia woman is a multidimensional global citizen. She’s someone whose fashion choices reflect her values and lifestyle. She seeks out pieces that are meaningful, cares deeply about the impact of her decisions, and takes pride in her personal and cultural heritage. When she wears Abadia I want her to feel a profound connection – to the artisans’ stories, to our shared heritage, and to her own individuality. I want her to feel empowered, confident, and inspired by the balance of feminine ease and structure in each piece.
What has been the reaction so far to your latest collection?
The response has been deeply moving. People have connected with the story behind the collection when we first launched it on the runway in Riyadh Fashion Week. It’s been wonderful to see how our signature silhouettes and intricate details resonate with women across the world, who appreciate pieces that are both modern and rooted in culture.
Five years in, the brand has gone global. How does it feel to achieve this?
It feels surreal and incredibly humbling. What began as a dream to celebrate and preserve craftsmanship and storytelling from the region has now reached an international audience. Seeing our stories and values appreciated globally is a testament to the universality of authenticity and thoughtful design. It’s a journey I’m profoundly grateful for.
As an emerging regional brand, you are a huge commercial success. To what do you attribute this milestone and how important is this in your brand’s vision as a whole?
Our vision from the start has been global; we’ve always believed that we have a unique point of view to share with the world. We were able to achieve that vision through thoughtful design and authentic storytelling, which resonated with our customers; women who value individuality and authenticity. With that said, I must admit it’s a lot of hard work, and the key is consistency. For us, it’s about building something meaningful that continues to inspire and empower.
What role does the commercial aspect play for you?
The commercial aspect is an important foundation – it allows us to grow, reach more people, and continue telling our stories. However, for me, the heart of the brand has always been the creativity, craftsmanship, and the connection we create with our audience. Balancing the two is key, and I see the commercial success as a way to sustain our vision and give it longevity.
How do you navigate the global market and the increasing pressure of small businesses in fashion as an independent brand?
It’s certainly challenging, we’ve had to learn and adjust throughout the past year, but ultimately we are building something that is true to our values and that keeps us grounded. Building strong relationships with our global partners and retailers, such as Harvey Nichols and Net-a-Porter has been instrumental in amplifying our voice and connecting with the right audience.
“Ethics are the foundation of Abadia. They’re not just principles; they’re a part of everything we do”
As an ethical brand, how did you cultivate this and how do you ensure this is seamlessly incorporated in the brand’s culture?
Ethics are the foundation of Abadia. They’re not just principles; they’re a part of everything we do. We’re intentional in every step – from sourcing responsibly to working with artisans in ways that respect and celebrate their craft. I don’t believe in perfection, but I believe in continuous improvement. We’re always learning, evolving, and exploring new ways to create meaningful connections through our work. My own background in making fashion supply chains more transparent played a huge role in shaping Abadia’s ethos.
Abadia is rooted in a refined minimalist aesthetic. Are you naturally driven towards this style?
I’ve always been drawn to timeless design – there’s something so powerful about designs that feel effortless yet intentional. For me, minimalism doesn’t mean plain; I love colour and I like focusing on the details, the craftsmanship, and the story behind each piece.
What mindfulness tool or ritual do you do to promote a sense of calm during a busy schedule?
Mindfulness to me, means being able to appreciate the beauty in the ordinary and to be grounded in the present. With all my responsibilities, I find that having an overall structure for the day helps. One mindfulness ritual that I’ve incorporated into my schedule is a 30 minute nature walk first thing in the morning. It clears my mind and sets a grounded tone to the day. I hope I can keep it up in the summer.
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