“UNDER THE ABAYA”, THE NEW FEMINISM OF SAUDI ARABIA IN A GROUNDBREAKING STYLE BOOK.

Jeddah - Marriam Mossalli, a leading voice in the luxury fashion scene of Saudi Arabia and the founder of luxury communications and marketing firm Niche Arabia launches the second edition of her book Under the Abaya: Street Style from Saudi Arabia. Started out inadvertently in 2018 as a collection of self-taken photographs showing Saudi women’s daily outfits and their unbeatable ability to stylishly layer their clothing, the project became a book that sold out in a few days, and whose proceeds have been devolved to provide five scholarships to under-privileged women in the creative field. Today, following the extraordinary success of the first edition, a new, sumptuous three-volume book is released to celebrate the uniqueness of Saudi
fashion and to offer praise to the progressive side of Saudi Arabia, where women are the protagonists of an ongoing transformation.
The second edition delves deeper in the lives and professions of over 300 Saudi women, revealing the
aspirations of the women behind the mysterious long black dress and breaking the Western prejudice of the abaya as a symbol of presumed oppression and men’s authority. Instead, the abaya is embraced by Saudi women as their personal form of expression and proudly owned as a national symbol of their cultural identity.
Just like any other woman in the world, Saudi women creatively play with colors, volumes and layers to
express their inner nature and fashion sense.
Under the Abaya is far more than a street-style book for fashion lovers, but rather a journey through the
hopes, dreams and achievements of the Saudi women who share their stories of empowerment while proudly endorsing their cultural values. Through their voices and portraits, the author breaks the Western stereotype of the Arab woman oppressed by the weight of her cultural tradition or silenced by patriarchal authority, revealing instead stories of self-realization and fulfillment. “Fashion is a pretense; I wanted to correct the distorted image of the submissive Saudi woman fully black-veiled that Western media often portrays” says
Marriam Mossalli “This perception couldn’t be further from the truth. The book unapologetically shows that the women of Saudi Arabia are instead very dynamic and diverse, and determined to achieve their ambitions.”
The photographs, spontaneously submitted, show its protagonists proudly posing against the backdrop of
an increasingly progressive Saudi Arabia. From Riyadh to Jeddah, by way of Khobar, Marriam courageously builds a bridge to the "other", initiating a dialogue that cleverly uses fashion and self-realization as a way to break the boundaries of cultural diversity, in a game of mirrors in which every woman can recognize a little of herself. Through each page of this independently published book, the abaya elevates itself to a symbol of cultural identity where modesty and modernity intertwine.
Marriam Mossalli’s talent doesn’t end with the pages of her book, though. Under the Abaya has in fact
evolved into a project that mentors, coaches and financially sustains up-and-coming women entrepreneurs in the creative industry.
All the proceeds from the sale of the book will be used to provide full academic scholarships in the
Kingdom, positioning Under the Abaya as a women-led nonprofit, whose sole scope is to support other
women and help them pursue their aspirations.
From the heart of what is considered as the most conservative country in the world, Under the Abaya displays the profound transformation ongoing in the country, and the vast change led and proudly embraced by women.

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Francesca Venturi
Elevate PR and Communications
Founder and Managing Director
VIA EFISIO ORANO 29, 00155 Roma

+39 388 958 2855

Marriam Mossalli, former news journalist with 15 years experience as a contributing editor for
international titles, is the young Saudi woman at the head of the prominent luxury consultancy firm
Niche Arabia and leading voice for Saudi Arabia fashion. Labelled by the international media industry as
“Saudi Ambassador of Fashion” she earned global recognition for her innovative activities in the
Kingdom, particularly for the role she plays in elevating the Saudi fashion industry by working with local and international clients.
Marriam is also the founder of the Saudi Style Council, a reference point for Saudi Arabia creative scene, aimed at guiding and promoting local talents while putting Saudi Arabia the international fashion map.
With Under the Abaya: Street Style from Saudi Arabia, she sheds light on the progressive Saudi women and illustrates the country’s ongoing transformation through the lenses of fashion. The book, praised by both international media and established institutions, elevates her to the role of ambassador of women empowerment and marks her publication as a feminist manifesto. Since 2018 Marriam Mossalli is included in the global BoF 500 list, the prestigious award that recognizes key players in the global fashion industry.

Under the Abaya: Street Style from Saudi Arabia
Marriam Mossalli
Three single soft cover volumes and a Limited-Edition hard case book bundle, 358 pages,
20.32 x 29.21cm
ISBN. 979-8697225547
Edition: English

This release was published on openPR.