Abadia Weaves Palm Tree Heritage Into Ethical Saudi Fashion
Fresh off winning 'Womenswear Brand of the Year' at the Riyadh Fashion Awards, Saudi Arabia's ethical luxury label Abadia brought its timeless storytelling to Cairo for the first time.
I wasn't expecting to get emotional at a pop-up, but something about the way the light filtered into Villa M that afternoon made it feel like more than a fashion event. The way the clothes were draped across the room, the soft murmur of conversation, the scent of candles in the air, it felt more like walking into someone's family story.
At the centre of it all stood Shahd ElShehail, founder and creative director of Abadia, an ethical luxury brand from Saudi Arabia that was making its Cairo debut. There was no loud branding, no aggressive marketing, just careful details, intentional designs, and a quiet kind of pride.
Shahd was mid-conversation when I met her, wearing one of her pieces, structured, soft, and seemingly made to move with her. 'I'm Shahd ElShehail,' she said warmly, 'and I'm the CEO and creative director of Abadia. We're an ethical luxury brand from Saudi Arabia, and we try to celebrate heritage in a modern way.' A sentence that, in many ways, captured everything the space held.
What seemed like a pop-up was really the continuation of something timeless and profound. From the way she spoke, it was clear that Abadia was rooted in memory. 'What inspired me was the craftsmanship in Saudi Arabia,' she explained. 'It's often women who carry this craft, who pass it down. That's a really important part of our story: that we are empowered and powered by women.'
A lot of Abadia's work is nostalgic, looking back at the past and asking how those stories can be retold through a contemporary lens. What began with that reflection has since grown into an award-winning brand. Just a few weeks before arriving in Cairo, Abadia was named Womenswear Brand of the Year at the Riyadh Fashion Awards, a milestone that only reinforced what everyone in that sunlit room already felt: Abadia is doing something special.
That presence was tangible. Her own mother stood nearby, sharing smiles and stories with guests. Later, when we spoke, she looked at Shahd, then back at me, and said softly, 'We're proud of her.' It was simple, but it landed with weight.
Every Abadia collection begins with a story. Sometimes it's an inherited phrase. Sometimes, a place. Sometimes, a palm tree. Shahd, who's from Al-Ahsa, the world's largest palm oasis, told me, 'I'm actually inspired by stories that my mum tells me about my grandparents.' 'There's a love story I have with the palm tree, the same trees my grandfather sat under are the ones my children now sit beneath. Even if they never met him, they can feel his presence.' These kinds of emotional threads, inherited memories, passed-down places, are woven into every collection.
The new spring/summer line introduced bamboo as a fabric of choice. Shahd spoke about it like it was a trusted friend: soft, breathable, luxurious, and most importantly, sustainable. But she's also quick to draw a distinction. 'Sustainable' can be a buzzword, she explained. 'Ethical' is harder to fake, and it's the word Abadia holds close. 'It's the core of every decision. How can we reduce harm to the environment? How do we support people in the process?'
You could feel that in the clothes. The kind of pieces that don't beg for attention, but still hold it. Things you put on and forget you're wearing until you catch yourself standing taller. The kinds of garments that feel like they know something about you.
'I always hope that when women wear Abadia, they feel comfortable and confident,' Shahd said. 'Like the best version of themselves.' Looking around the room, women of different ages holding fabric up to the light, sharing mirrors, asking each other for opinions, you could see that happening in real time.
No one seemed in a rush to leave. Some guests stayed for hours, moving between racks, refilling drinks, and asking questions. Beyond fashion, the space held a sense of presence. It was one of those rare events that felt both grounded and lifted. A reminder that fashion doesn't have to shout to leave an impression, sometimes, it just needs to speak in a voice that feels like home.
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