As Saudi Arabia’s fashion industry continues to gain momentum on the global stage, a new generation of designers is reshaping perceptions of luxury through craft, cultural identity and contemporary design. Founded by Shahd AlShehail in 2019, ABADIA has emerged as one of the region’s most internationally recognised luxury labels, rooted in artisanal craftsmanship and a deep commitment to storytelling through design.
Blending feminine fluidity with structured tailoring, the brand reinterprets traditional techniques from Saudi Arabia and the UAE through a modern lens, creating collections that feel both timeless and globally relevant. From becoming the first Saudi brand to launch on Net-a-Porter to securing partnerships with leading international retailers, including Selfridges, Luisa Via Roma and Harvey Nichols, ABADIA continues to redefine what modern regional luxury can look like. Here, founder Shahd AlShehail reflects on building a purpose-driven brand, preserving craftsmanship, and the evolving global conversation surrounding Saudi fashion.
What originally inspired you to launch Abadia, and what gap did you feel existed within the luxury fashion landscape at the time?
I started Abadia from a desire to create a different kind of luxury, one that felt deeply rooted in our region while still speaking globally. At the time, I felt there was very little representation of the craftsmanship, cultural depth and stories I grew up around within the contemporary luxury space. I wanted to build a brand that approached heritage in a modern and intentional way, creating pieces that felt timeless rather than trend-driven.
How would you describe ABADIA’s visual language today?
Refined, grounded and intentional. There is always a balance between structure and softness, heritage and modernity. I am drawn to fluid silhouettes, thoughtful construction and pieces that feel effortless but emotionally lasting.
Why has it always been so important for you to work closely with artisanal communities across Saudi Arabia and the UAE?
Craft is the foundation of everything we do at Abadia, so working closely with artisanal communities has always felt essential, not optional. These techniques carry history, memory, and knowledge passed down through generations, and I believe it is important to preserve them while allowing them to evolve naturally in a contemporary context. There is also something deeply human about that relationship. It brings care, intention and meaning into the process, and that is very much at the heart of how I think about luxury today.
ABADIA has helped place Saudi fashion on the global luxury map, from Net- a-Porter to Selfridges and Galeries Lafayette Haussmann. What has that international journey been like for you personally?
It has been incredibly meaningful. To see a brand so deeply connected to the region resonate internationally has reinforced the idea that authenticity travels. What has mattered most to me is growing in a way that still feels aligned with our values and identity.
Last year, the brand received recognition through Fashion Trust Arabia. What did that acknowledgement mean for you, and how has it helped propel the brand forward?
It was a very meaningful moment because it recognised not only the brand aesthetically, but also the intention and craftsmanship behind it. Support like that gives the work visibility and creates opportunities to continue growing the brand globally.
How do you approach balancing tradition with modernity through your designs?
For me, it is about honouring the past and evolving it for today. I never want heritage to feel decorative or simply nostalgic. Traditional craftsmanship and techniques are integrated naturally into the pieces, while the silhouettes remain modern, fluid and relevant to how women dress today.
What were some of the biggest challenges you faced while building ABADIA into an international luxury brand?
One of the biggest challenges was staying patient and trusting our own rhythm in an industry that often rewards speed and constant output. Building a luxury brand with depth, craftsmanship and longevity takes time. Remaining intentional as I grow internationally has always been very important to me.
Sustainability and ethical production are key pillars of the brand. How do you ensure those values remain protected as the company continues to grow?
By keeping them embedded in every decision rather than treating them as separate initiatives. From the materials we source to the communities we work with, there is always an emphasis on responsibility, longevity and intentional production. Growth should never come at the expense of those values.
Looking at the latest collection, what were some of the key inspirations and themes shaping the season?
This collection was rooted in stillness, meditation and deliberate slowness. I was thinking a lot about the relationship between movement and rest, volume and softness, and how clothing can create a sense of grounding. Sadu weaving played an important role through its rhythm and repetition, which became central to the collection’s emotional language.
As the brand continues to expand globally, what areas are you most excited to explore next?
I am excited to continue deepening the world of Abadia beyond collections alone. Expanding further internationally while continuing to strengthen our connection to craftsmanship, storytelling and community feels very important to me.
Finally, what advice would you give to young regional designers hoping to build globally recognised brands while remaining authentic to their roots?
I would advise them to trust their own perspective and not feel pressure to fit into an existing framework. The strongest brands come from a place of honesty and clarity. I think there is real power in creating from your own culture, experiences and references, and allowing that authenticity to guide the work.
By Lindsay Judge
