Shahd AlShehail, founder of Abadia, talks to Emirates Woman about the responsibility of building an ethical luxury brand and representing Saudi Arabia on a global stage.

What do the first 30 minutes of your day look like, your morning routine?

My day always starts early, usually around 5.30 or 6am. Those first 30 minutes are sacred family time for me, I spend this time with my family and my two kids. Despite the temptation to check work emails or engage in social media, I consciously resist, focusing on being fully present and setting a positive tone for the day ahead.

How has your background in business and global development shaped your approach to building an ethical luxury brand?

In 2013, I was a Global Fellow with Acumen, a nonprofit focused on changing the way the world tackles poverty, as part of my fellowship I was sent to India for a year to work on one of their projects. That same year Rana Plaza, a garment factory in Dhaka, Bangladesh collapsed, killing more than 1,100 people. It was a rude awakening; here I was leaving everything behind to do my part in alleviating poverty and bringing dignity to people where something like the shirt on my back could be causing poverty or death somewhere else in the world. It didn’t make sense. It felt hypocritical. From there, I started researching the fashion industry deeply, learning about the realities of fashion supply chains and how broken the system is, from child labour to the terrible environmental practices. I knew there had to be a better way, a way that we could create while respecting people and the environment.

Can you elaborate on the significance of incorporating local artisans into the crafting process of Abadia?

At Abadia we recognise that traditional crafts are intrinsically linked to culture, and we value the knowledge and stories of the artisans that practice them. Our mission is to preserve this craftsmanship and to generate sustainable income for the artisans, so they are more likely to pass their skills on to the next generation. We work closely with artisan groups, developing and incorporating handmade pieces into our ethically made, timeless designs. You focus on sustainability and ethical practices.

How do you navigate balancing these with the fast pace of the fashion industry?

As a luxury brand that is committed to being ethically run, it is important to us that in making decisions – big or small, we are guided by our core values and be transparent in how we do it. While we are not perfect, we do our best to continuously improve and be honest and grounded in our approach. We think about our entire cycle from material choices to how the item is made, to our inventory and waste management.

How do you balance localisation with global relevance as a brand?

From the start, our goal has been to put fashion and craftsmanship from the Arabian Peninsula on the global map. We believe we have a unique point of view that can appeal to women worldwide. We always have the global woman in mind; a multidimensional woman whose fashion choices echo her personal values and lifestyle. She is one who seeks out unique pieces, who cares about the impact of her decisions on people and the environment, and who takes pride in her personal and cultural stories. This is what drives our design process and I think is what makes Abadia unique.

Can you share more about the inspiration behind Abadia’s traditional-yet-modern designs and the collaborations which have
evolved?

Our iconic product, the farwa, is a perfect example of connecting our past and present Saudi identities. The farwa is an oversized floor length coat traditionally worn by men to survive the cold desert winters. Often made with dark-colored wool, and lined with sheepskin, it’s a winter staple for bedouin men. At Abadia we’ve reimagined the Farwa from a menswear garment to a contemporary luxury coat for the modern woman. Each design incorporates traditional handcrafted details created by highly skilled Saudi artisans but the silhouette, the luxury fabrics and the sustainability ethos are very contemporary. Being featured in events like Paris Fashion Week and worn by influential figures like Queen Rania Al Abdullah elevates our brand’s visibility and credibility, showcasing the richness of Saudi design and craftsmanship to a global audience. These opportunities not only validate our mission but also serve as powerful platforms to advocate for cultural representation and celebrate the talent within Saudi Arabia’s fashion industry. We are also honoured and excited to be on NET-A-PORTER. It’s an exciting opportunity for us to showcase Abadia’s unique designs to the world and highlight the creativity and innovation of Saudi fashion. We can’t wait to share our vision and style with a broader international audience.

What are your goals for growth?

We strive to make a positive impact on the fashion industry by promoting ethical practices, and to reach a diverse audience worldwide, showcasing the richness of Saudi design and craftsmanship. We strive to foster cultural exchange, inspire creativity, and contribute to a more inclusive and interconnected global community through our brand.

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