Saudi entrepreneur and style icon Marriam Mossalli is one of the Kingdom’s business elite. Her latest venture is a unique street style book, Under The Abaya, that celebrates Saudi women making their mark across sectors through the lens of fashion.
Marriam Mossalli is a Saudi entrepreneur known for her luxury consultancy firm, Niche Arabia, which she launched in 2011. Since then, she has become one of the Kingdom’s most recognized female voices in fashion and luxury.
Her latest launch is Saudi Arabia’s first-ever street style book Under the Abaya: Street Style from Saudi Arabia, a groundbreaking initiative that gives the wider world exposure to the Kindgom’s lesser known fashion scene.
The first edition features an introduction to progressive Saudi women, while the second focuses on their challenges and aspirations, as outlined by their own personal brand and style statement.
The book launched June 24, the same day Saudi Arabia lifted the ban on women driving one year prior.
“What better day to launch our book than on the anniversary of this historic move toward gender equality,” Marriam tells Arab News. “It is a celebration of female empowerment in its purest form, as it allows the women of Saudi Arabia the opportunity to narrate their own stories through authentic representations of themselves.”
“What I love most about ‘Under the Abaya’ is that it is the definition of women supporting women.”
“A hundred percent of the proceeds will go toward granting scholarships so that young women can pursue their dreams of higher education,” she adds.
Marriam has bagged LUX, one of Unilever’s largest beauty and personal care brands, as the exclusive sponsor of the book.
Saudia Arabia’s first female Ambassador to the United States, Princess Reema bint Bandar Al-Saud, authored the forward of the book. Princess Reema has long been dedicated to women’s empowerment in the Kingdom, with her social enterprise providing women opportunities for career growth, Alf Khair.
‘Under the Abaya’
Here’s a look into some of the iconic street styles featured in the book
(via Instagram @under_the_abaya)
“‘Under the Abaya’ encapsulates a desire to tell stories, and access or create opportunities,” writes Princess Reema in the foreword. “The project’s principles are an example of women supporting women.”
Women empowerment is a government priority in the kingdom’s blueprint for the future, Saudi Vision 2030. The blueprint has a goal to increase female participation in the Saudi workforce from 22% to 30%.
“Young women are under a lot of pressure due to social media and expectations,” said Haya Sawan, a Saudi fitness trainer and healthy lifestyle enthusiast who is one of the women feature in Under The Abaya. “We as women should ensure that we raise our daughters in a way so as to encourage their inner beauty and cultivate their skills.
“We need to embrace the younger generations and accept them for who they are and not for what is required or expected of them. Be strong and beautiful.”
“I believe we need to talk about these things and be aware of them because these experiences shape us, whether we are the ones judging or receiving judgement,” adds Saudi actress, director and writer Fatima Al-Banawi, who also features in the Under The Abaya.
“Judgments come from incomplete stories and as humans, we love making stories.”
Under The Abaya is more than a book, it’s a movement. Follow the campaign on Instagram here.
