With the aim of empowering women and highlighting their contribution to the art and fashion industries in the Kingdom, Cadillac Middle East is partnering with acclaimed female Saudi entrepreneur, Marriam Mossalli, to celebrate Saudi women’s newfound era of fashion independence through a creative, nationwide initiative called Under The Abaya.
This initiative comes at a time where significant reforms are taking place in Saudi Arabia and is designed highlight the automotive brand’s global commitment to the arts, and its Dare Greatly platform.
In collaboration with Mossalli, Cadillac is setting up a platform to share snippets of women’s lives in Saudi Arabia. Through a series of photographs included in a book titled Under the Abaya: Street Style from Saudi Arabia, Mossalli champions the abaya. Labelling it as a traditional article of clothing, Mossalli likens it to a Japanese kimono or a Moroccan kaftan, presenting images of Saudi fashion, submitted and modelled by women all over the country, in a quest to present the abaya in a previously unseen light: a powerful garment worn by strong women.
Commenting on the partnership, Nadim Ghrayeb, Head of Marketing, Cadillac Middle East, said, “We believe in the talents of individuals, regardless of their gender. By partnering with Marriam Mossalli to create Under the Abaya, we are looking to demonstrate the designs and innovations of women who are active contributors and pioneers in the Kingdom.”
“Under the Abaya presents progressive Saudi women, embedded in heritage and confident in their own sense of cultural identity. This fits with Cadillac’s dedication to exposing a rich world of culture,” added Ghrayeb.
Following changes under Saudi Vision 2030, the Under the Abaya initiative comes in time to present a coffee table book that celebrates and empowers Saudi females. Every Saudi female across the globe is invited to submit her jet-setting street style photos and pre-order the book online. This book is designed to expose unique versatility and ambition through a series of photographs – submitted by the women themselves. Positively received by Saudi women prior to its market launch, the book has been presented and discussed at a number of events and occasions held across the Kingdom including the fifth edition of 21,39, a contemporary art exhibition organized annually by the Saudi Art Council across the city Jeddah.
Explaining the concept of her initiative, Marriam Mossalli said: “We are witnessing a generation of women willing to stand out and Under the Abaya celebrates Saudi women who are prepared to do just that. With Cadillac’s support, I have the good fortune to curate a book that showcases modern yet very traditional women who are proud of their heritage.”
“The book is set to launch in the coming few months, and will be available on sale at selected outlets across the kingdom. I’m also proud to say that all proceeds from the sale of the book will be dedicated to a scholarship program to encourage women looking to pursue a degree in art, design and fashion sectors”.
Throughout its history, Cadillac has worked to share the stories of innovators, trailblazers and pioneers driving the world forward. In line with its Dare Greatly initiative, Cadillac has campaigned to share daring points of view on the latest culture, design and more.