Shahd AlShehail and Abadia: Crafting a Legacy of Ethical Luxury

In the heart of Saudi Arabia, where culture and tradition meet a rising global creative energy, Abadia has emerged as a beacon of innovation and purpose. The brand, whose name blends the Arabic words for timelessness (abadi) and desert (badiah), is a family-owned house co-founded by Shahd AlShehail and her aunt Naeema Al-Shehail.

Together, they have shaped an ethical luxury label defined by its devotion to preserving Arabian craftsmanship while reimagining what modern fashion can be for a new generation.

A Vision Rooted in Heritage

For Abadia, fashion is more than just clothing; it is a medium to tell stories, preserve heritage, and empower communities. The brand’s design philosophy seamlessly blends traditional elements with contemporary aesthetics, creating timeless pieces that resonate globally. One of their most iconic designs, the Farwa, embodies this vision. Born from Bedouin winterwear, the Farwa is redefined by Abadia into a modern statement piece crafted for the multidimensional woman.

Empowering Artisans, Empowering Women

At the core of Abadia’s mission lies its dedication to sustainability and ethical practices. Collaborating with over 40 female artisans across Saudi Arabia and the Middle East, the brand ensures that traditional crafts such as Sadu weaving and Naqda embroidery are not only preserved but celebrated. By doing so, Abadia provides these artisans with sustainable income, fostering a sense of pride and continuity in their work.

This model of ethical production is a lesson for emerging designers: fashion can be a force for good. It can uplift communities, preserve heritage, and contribute to a more sustainable future.

“What inspired me was the craftsmanship in Saudi Arabia. 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.” – Shahd AlShehail

The Story of Shahd AlShehail

Raised among the textures of traditional garments, Shahd AlShehail developed an early appreciation for artisanal craft, one that would later evolve into a global mission. Though she never set out to become a designer, her path through an MBA at Johns Hopkins University and her work in social impact laid the foundation for a more conscious fashion future.

A defining turning point came when she witnessed the tragic Rana Plaza factory collapse, prompting her to question the hidden realities of fashion supply chains. As she later reflected, “I immediately began doing a lot of research… and the realities of fashion supply chains.” That moment reframed her purpose: to create a fashion house built on conscience, transparency, and cultural respect.

The Founding of Abadia

Before Abadia, Shahd co-founded a social enterprise focused on accountability within global supply chains, work that sharpened her understanding of fashion’s ethical gaps. In 2016, she and her aunt Naeema Al-Shehail established Abadia with a shared ambition: to preserve Arabian craftsmanship while redefining what modern Saudi luxury could stand for on the world stage.

A Global Spotlight

Abadia’s rise onto the world stage is anchored in moments that feel both intimate and monumental. Dressing influential figures like Her Majesty Queen Rania Al Abdullah affirmed the brand’s ability to merge Saudi heritage with global sophistication, an endorsement that resonates across continents.

In 2023, Abadia reached another defining milestone, becoming the first Saudi brand to debut an exclusive edit on Net-A-Porter. This achievement expanded its presence to discerning customers worldwide and signaled a new chapter for Saudi craftsmanship in luxury e-commerce.

Abadia at Riyadh Fashion Week

Abadia made its Riyadh Fashion Week debut in 2023, introducing a refined visual language that blended heritage craftsmanship with contemporary silhouettes, and has since become one of the event’s most anticipated showcases. From early presentations featuring satin abayas, tailored coats, and their signature mouj-ruching, to their 2025 “Dive” collection defined by quiet power and serene minimalism, each runway has strengthened the brand’s position as a leader of Saudi conscious luxury. Through fluid tailoring, muted palettes, and handcrafted details drawn from regional techniques, Abadia’s presence at RFW continues to illustrate how Saudi heritage can evolve into a modern, globally resonant aesthetic.

Abadia at Paris Fashion Week

Abadia made its first appearance at Paris Fashion Week in 2018, marking a pivotal moment for Saudi fashion on the international stage. The brand returned in 2019 for another presentation, showcasing its refined blend of Arabian craftsmanship and contemporary design. These early Paris showcases introduced global editors and buyers to Abadia’s signature aesthetic, understated, ethical, and deeply rooted in heritage, positioning the label as a leading voice in the emerging narrative of modern Saudi luxury.

Giving Artisans Their Voice

Under Shahd’s leadership, Abadia has evolved into a platform that uplifts women artisans across Saudi Arabia and the wider region. Traditional weaving, metal embroidery, and heritage techniques are preserved through collaborative craftsmanship, transforming each garment into a bridge between generations.

For Shahd, artisanship is inseparable from identity and dignity. “Clothes have the power to tell a story of who we are, and where we come from.” With every collection, she reinforces her mission to create sustainable livelihoods and safeguard disappearing crafts for future generations.

A Legacy of Inspiration

Shahd AlShehail’s legacy is defined not only by the garments she creates, but by the ecosystems she has revived. From safeguarding endangered crafts to building meaningful pathways for women artisans across the region. Her work has reshaped the global perception of Saudi fashion, proving that heritage can be a source of both innovation and influence.

In an industry often driven by speed, Shahd has championed intention. Her philosophy reflects a new era of Saudi creativity: one where luxury is measured not just by beauty, but by impact.

A Cultural Continuum

As Abadia continues to expand its presence on the global stage, its purpose becomes even clearer: to celebrate the depth of Arabian heritage while shaping the future of ethical luxury. Shahd’s journey stands as an invitation for emerging designers to create with meaning, courage, and authenticity.

Her story closes on a note that mirrors Abadia’s own aesthetic: quietly powerful, deeply rooted, and unmistakably forward-looking. In honoring the past and reimagining it for a new generation, Shahd AlShehail has become not just a designer, but a storyteller of a nation rising with grace.

Follow ZiiMag as we spotlight more visionaries rewriting the future of Arab fashion.