Net-A-Porter, the renowned luxury e-commerce platform, takes a momentous step towards showcasing regional talent with the introduction of Abadia, marking the debut of a Saudi designer on their platform and solidifying its place among the prestigious Saudi 100 brands.
Abadia, a family-owned endeavor co-founded by Shahd Al-Shehail and her aunt Naeema Al-Shehail, derives its name from the fusion of two Arabic words symbolizing everlastingness (abadi) and the vast expanse of the desert (badiah). Abadia is a notable inclusion in the luxury e-tailer's eveningwear collection. The brand's timeless evening wear, crafted to stand the test of time, serves as a testament to its dedication to celebrating culture and workmanship.
Shahd Al-Shehail, the creative force behind Abadia, has carefully shaped a brand recognized for its meticulous focus on intricate details and the use of comfortable fabrics. Every piece exudes a particular opulent vibe, expertly balancing a feeling of effortless femininity with a strict modernity.
Abadia's mission extends to empowering and supporting Saudi female artisans by incorporating traditional crafts like sadu, a weaving technique, and naqda, a method of threading metallic threads through fabric, into their designs. The brand prioritizes sustainability by using luxury deadstock material and end-of-roll fabric from the clothing sector. Real leather is used only when its origin, tanning process, and manufacturing history are traceable. Committed to transparency, the brand follows ethical practices encompassing waste management, fair wages, and responsible material usage.
Having debuted at Paris Fashion Week in 2018, Abadia has already graced notable figures such as Jordan's Queen Rania and American singer-songwriter Alicia Keys. Within the month of December, Net-A-Porter unveils a fresh assortment of six carefully chosen Abadia pieces. In addition to being a significant achievement for the upscale online retailer, this partnership puts Abadia on a worldwide platform and raises awareness of Saudi design and craftsmanship abroad.
