Shahd AlShehail discusses her journey from local startup founder to the global stage, emphasizing ethics and storytelling in fashion.
Shahd AlShehail, the Founder and Creative Director of the Saudi-based fashion label Abadia, is making significant strides in the world of sustainable fashion and social impact. In a recent interview with “Emirates Woman,” she discussed her inspirations, brand philosophy, and the journey that has taken her label from a local startup to a globally recognized name.
AlShehail cites her mother as a vital influence on her work ethic, attributing her strength, resilience, and dedication to shaping her own identity and ambitions. “My mother… has always been my biggest role model,” she said. “Watching her navigate life with grace and determination taught me the value of hard work and staying true to my values.” This personal connection informs her fashion designs, which are created for what she refers to as the “Abadia woman.” This woman embodies a multidimensional global citizen whose fashion choices reflect both her values and lifestyle.
The emotional response to Abadia’s collections has been notable, particularly following the recent launch during Riyadh Fashion Week. AlShehail expressed joy in seeing how the collection’s stories connect with women globally. “It’s been wonderful to see how our signature silhouettes and intricate details resonate with women across the world,” she remarked.
Five years into her brand’s existence, AlShehail noted the surreal feeling of achieving international success. The brand, which aims to celebrate regional craftsmanship and storytelling, has deduced that their success lies in a unique point of view shaped by thoughtful design and authentic narratives. “It feels surreal and incredibly humbling,” she stated.
Despite Abadia’s commercial success, AlShehail emphasizes the importance of balancing creativity and business pragmatism. She views the commercial aspect as foundational in enabling the brand’s growth and ability to connect with a wider audience. “The heart of the brand has always been the creativity, craftsmanship, and the connection we create with our audience,” AlShehail explained.
Navigating the global fashion market poses challenges for emerging brands, especially in the face of increasing competition from small businesses. AlShehail highlighted the necessity of building strong relationships with global partners and retailers, naming prominent entities such as Harvey Nichols and Net-a-Porter as instrumental in amplifying Abadia’s voice.
Ethical practices are integral to Abadia’s identity. AlShehail stated, “Ethics are the foundation of Abadia. They’re not just principles; they’re a part of everything we do.” Her commitment to ethical fashion involves intentional strategies ranging from sourcing responsibly to fostering relationships with artisans that respect and celebrate their craft. AlShehail believes in “continuous improvement,” stating that the brand strives to evolve in meaningful ways.
Abadia’s aesthetic leans towards refined minimalism, a style that AlShehail is naturally drawn to. She asserts that minimalism means more than simplicity; it’s an appreciation for detail and craftsmanship. “I love colour and I like focusing on the details, the craftsmanship, and the story behind each piece,” she clarified.
To maintain mindfulness amidst a bustling schedule, AlShehail practices a morning ritual of nature walks, which she finds beneficial for clearing her mind and setting an intentional tone for the day. “Mindfulness to me means being able to appreciate the beauty in the ordinary and to be grounded in the present,” she noted.
Abadia continues to establish itself as a brand that embodies a commitment to sustainability, ethics, and cultural heritage, resonating with a diverse and conscientious consumer base.
Source: Noah Wire Services
