Startup of the Week: Going eco-friendly in your own trendy style

Allaf carefully designs the garments based on the various styles of individuals
Updated 01 January 2019
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Startup of the Week: Going eco-friendly in your own trendy style

  • Allaf carefully designs the garments based on the various styles of individuals

The Untitled Project is an eco-friendly clothing line dedicated to offering the most unique and stylish abayas — the loose-fitting, full-lengths robes usually worn by Arab women.
Israa Allaf, a 21-year-old Saudi marketing student, launched the clothing line on Sept. 25, 2018. She also holds a diploma in graphic design. Allaf says she has always been passionate about fashion. She had been planning to start her own business since 2017.
“The Untitled Project is your go-to source for styles influenced by the latest fashions with an added flair. We aim to inspire our customers to be the best version of themselves and to be confident in their own skin — and of course, their outfits. We are dedicated to choosing and handpicking fabrics designed to reflect individuality while maintaining quality and offering below-market prices to our young customers,” Allaf said.
The store sells exclusively through pop-up events. It attends selected events and places and sells limited pieces.
Currently, the store is based in Jeddah but Allaf is planning to go online by the end of 2019 so as to expand its outreach globally.
The Untitled Project uses Italian fabrics usually Italian linens or organic fabrics from Lithuania.
The garments the store offers such as abayas, cardigans, clothes, coats and organic handmade scarfs are all eco-friendly, said Allaf.
“The clothes are also produced in a stable and safe environment with suitable conditions for labor. The brand is A-Z sustainable — the racks, the stand, the boxes, packaging (no plastic) are made of recycled items.”
Allaf carefully designs the garments based on the various styles of individuals.
“Clothes are like people. We are all unique in our own sense of personal style,” she said.
“According to to the Myers-Briggs Type Indicator, based on research there are 16 personality types that can be narrowed down to six, so that is exactly what we did but with personal styles,” Allaf added.
She did her research and came up with six styles that harmonize with people’s taste. These styles include trendy, bohemian, classic, sporty, chic, and dramatic.
Allaf explained the reasoned behind the brand’s name. “The Untitled Project will help you send your message, we have no name, no logo. We are Untitled. Here, your style speaks for itself.”
The Untitled Project is also a community of supportive girls all gathered for a cause and purpose, said Allaf.
“We have many activities where both men and women can show their support and be part of The Untitled Project mission. The Untitled Project is more than just an abaya brand, it is a movement and anyone can join our cause.”
The Untitled Project can be found on Instagram (@theuntitledproject.ksa).


Karen Wazen stars in flirty, fun fragrance campaign

Updated 19 January 2019
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Karen Wazen stars in flirty, fun fragrance campaign

DUBAI: Lebanese influencer Karen B. Wazen took to Instagram over the weekend to share her latest advert campaign with British perfume brand Jo Malone.
The stylish blogger shared the video with her 858,000 followers and was quickly inundated with overwhelmingly positive comments on the social media platform.
“So happy to share with you my campaign with @jomalonelondon — ‘You and I together and nothing else matters… Combining nature and love ... Combining two scents... combining two souls’,” she captioned the video.
Directed by Dubai-based influencer and designer Ahmed El-Sayed, who goes by the name @Twistedcurlz on Instagram, the short clip sees Wazen posing for the camera in a park while holding two bottles of the new fragrance.
Wazen shows off biker chic style in the new campaign video, wearing a black leather beret and oversized, boxy leather jacket covered in silver studs.
She draws a heart in the sand, throws fallen leaves at the camera and mouths “I love you” in the flirty, fun clip.

“I loved working on this with you guys,” Wazen added in her caption.
Dubbed a “Cologne Intense,” the new fragrance that Wazen shows off in the video is called “Bronze Wood & Leather” and is described by the brand as a “sultry leather (fragrance) encased in a medley of woods… A rich, enveloping new scent.”
It’s been a busy week for Wazen, who took to Instagram to get involved in the viral #10YearChallenge with a series of snaps.
The blogger shared two side-by-side photos — the first of which was a photo of her posing with her husband, Elias Bakhazi, 10 years ago alongside a more recent shot. “It started when we were young,” she captioned the photographs.
The challenge saw celebrities around the world share decade-old snaps of themselves alongside recent photos to show just how much — and is some cases, how little — they have changed.
However, Wazen isn’t one to just sit back and follow international trends and viral crazes. In December, the successful style star launched her very own range of edgy eyewear featuring 15 designs in a range of retro-to-futuristic styles and colors that are available on karenwazen.com.