Cadillac Celebrates Women’s Street Style In Saudi Arabia

In parallel with significant reforms in Saudi Arabia, Cadillac Middle East is once more highlighting its global commitment to the arts, and its Dare Greatly initiative. With the aim of empowering women and highlighting their contribution to the art and fashion industries in the Kingdom, Cadillac 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.

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 through www.undertheabaya.com; the book intends 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.