Saudi Arabian woman designs abayas for freer lifestyles

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Eman Joharjy, a fashion designer sits during an interview with Reuters journalists at her shop in Jeddah, Saudi Arabia June 23, 2018. (Reuters)
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Eman Joharjy, a fashion designer smiles as she shows one of her creations at her shop in Jeddah, Saudi Arabia June 23, 2018. (Reuters)
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Eman Joharjy (L), a fashion designer smiles while standing with her employee as she tries on one of her creations at her shop in Jeddah, Saudi Arabia June 23, 2018. Picture taken June 23, 2018. REUTERS/Zohra Bensemra
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Eman Joharjy, (R) a fashion designer and her employee (L) pose in creations at her shop in Jeddah, Saudi Arabia June 23, 2018. (Reuters)
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Eman Joharjy (L), a fashion designer cycles with her friends as they wear her creations along Jeddah's Corniche, Saudi Arabia June 24, 2018. (Reuters)
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Eman Joharjy (L), a fashion designer smiles while standing with her employee as she tries on one of her creations at her shop in Jeddah, Saudi Arabia June 23, 2018. (Reuters)
Updated 30 June 2018
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Saudi Arabian woman designs abayas for freer lifestyles

  • Colorful, embroidered jumpsuit abayas by fashion designer Eman Joharjy definitely standout
  • The designs are for different activities like the driving abaya, which features a hoodie, tight elbows to prevent the sleeves from catching on the steering wheel

JEDDAH: When Saudi Arabia’s ban on women driving ended on Sunday, fashion designer Eman Joharjy and her friends drove to Jeddah’s seafront where they exchanged their car for bicycles.
The colorful, embroidered jumpsuit abayas they donned stood out among the sea of women wearing similar loose-fitting full-length robes but in the traditional black. Yet no one stopped them.
Women in Saudi Arabia are rapidly gaining more freedoms under a reform agenda spearheaded by Crown Prince Mohammed bin Salman, who wants to transform the Kingdom's economy.
The government recently allowed women to join the security forces and no longer requires them to have a male relative’s consent to open a business. And while now they can drive, they still need permission to get married and travel abroad.
Mohammed bijn Salman laid the ground two years ago for many social changes, including the return of cinemas and public concerts, by curbing the powers of the religious police.
These days at sunset, as the Arabian heat eases, women do sports along the promenade.
“Women feel encouraged by the government support. They are telling them, ‘You can go run and play sports’,” said Joharjy. “But let’s change from a sedentary society to a more active one.”
In 2007, frustrated by a lack of abayas made for running or cycling, Joharjy designed one for herself. She began making them for friends and selling what she dubbed the “sporty abaya.”
Colorful racks display designs for different activities like the driving abaya, which features a hoodie, tight elbows to prevent the sleeves from catching on the steering wheel, and shorter lengths to make switching pedals easier.
Most importantly for Joharjy, there is no trace of black.
“They reflect freedom and the willingness to embrace life and make it easy for the modern woman,” she said. “Besides, women love color.”
She is optimistic that Saudi Arabia’s social rules will ease further. But she still believes that many women will continue to wear the abaya in one form or another.
For her, the robe is like the Indian sari, a symbol of cultural heritage rather than religion.


Nora Attal has her day in the sun in Marrakesh

Updated 46 min 34 sec ago
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Nora Attal has her day in the sun in Marrakesh

DUBAI: British-Moroccan model Nora Attal posed up a storm in Marrakesh’s golden sunlight for a new campaign by fashion brand Zara.

The in-demand model shared snaps from the campaign, photographed by Christian Macdonald, on her Instagram account.

The collection of photographs show Attal modelling looks from Zara’s laid-back Spring/Summer 2019 collection against a backdrop of rippling sand dunes. Her featured ensembled include kaftans and long-length cardigans with hefty stripes in a clay-and-beige color palette.

Attal is no stranger to fronting campaigns — in January, the model was chosen as one of seven rising stars to feature in British fashion house Alexander McQueen’s latest campaign.

The Spring/Summer 2019 collection photoshoot was shot by British fashion and documentary photographer Jamie Hawkesworth and featured Attal wearing a number of cowboy-inspired looks.

The year has gotten off to a busy start for Attal, who was similarly in demand in 2018, when she took to the catwalk for Elie Saab, Loewe and Dior during Paris Fashion Week in September and starred in Italian fashion label Versace’s summer advert campaign.

In May, luxury e-retailer Farfetch launched in the Middle East with a little help from the young model.

She starred in a photoshoot wearing pieces from collections on sale on the platform. The colorful photographs were accompanied by a snappy, chatty interview with the young model.
Readers got the chance to gain insight into her earliest fashion memories and learn some off-the-cuff facts about the star.

“Recently I’ve been obsessed with noughties trends. Everyone was so cool and effortless back then. Now I go out in a full Juicy Couture tracksuit with no shame,” she told Farfetch at the time.

“If I wasn’t a model, I’d probably be at university, studying to get into something like criminal investigations, profiling or law,” she added.

Attal finished off 2018 by hitting the sand dunes in the UAE — however, this time it wasn’t part of a high-end photoshoot, but rather a day of fun.

The model enjoyed an afternoon of sandboarding in the emirate of Sharjah and even posted a snap on Instagram at the time.

“Apparently sandboarding is a thing,” she captioned the sunset shot.