Female Founded: Abadia 

Navigating the complex intersection of culture, luxury and ethical fashion is becoming increasingly difficult with the implementation of regulations such as the ecodesign regime. However, Shahd AlShehail is making it look effortless with her brand: Abadia. Designed with the multidimensional woman in mind, the luxury label tells a story about identity, values and craftsmanship, one that is both worn and made by the people it celebrates. Shahd works directly with artisans from across the Arabian Peninsula whose techniques have been passed down for generations. This helps support a sustainable source of income for those communities, achieving an 80% growth year on year, showcasing Abadia’s commitment to ethical approaches past sustainability. 

Shahd isn’t trying to reinvent the game when it comes to ethical fashion. Instead she is preserving it. Utilising traditional techniques like Sadu weaving, Abadia’s signature pieces; most notably its beautifully crafted dresses, carry centuries of heritage into the modern wardrobe. Shahd tells Because London her truths about what it takes to define a brand whilst crafting a positive impact on the fashion industry. 

What instinct do you rely on most when making creative decisions?

I trust my gut and my eye, and how a garment makes me feel when I experience it. I have learned to rely on instinct that comes from a quiet place rather than a reactive one. If something feels urgent or noisy, I choose to wait.

What did you want your brand to feel like before you knew what it would look like? 

I wanted it to feel grounded, deeply rooted in where I come from [Saudi Arabia], but open enough to breathe and evolve.

What do you edit out, even when others encourage you to keep it in?

Anything that feels excessive. Whether it is detail, embellishment or even an idea, I am always editing back to what feels natural and effortless. I try to remove anything that disrupts the sense of ease, so that what remains feels considered.

What kind of customer do you feel most in dialogue with? 

A woman who is self assured and dresses with intention, someone who feels fully aligned with themself. There is a quiet confidence in that, something understated but very present, which I find very compelling.

What reference - visual, emotional, or cultural - has stayed with you the longest? 

The rhythm of Sadu weaving. Not only visually, but in the process itself. The repetition, the patience, the way time is embedded into each piece. It has shaped how I think about creation far beyond textiles.

What are you trying to refine right now, rather than expand? 

The tempo of how collections are built. Making sure each step feels thought through and aligned, rather than rushed. It is less about doing more, and more about refining the process so that each piece has clarity and intention.

What does longevity look like for your brand beyond survival? 

Longevity, to me, is about relevance without noise. It is about creating pieces that continue to hold meaning over time, and building a brand people return to because it feels consistent, desirable and honest.

What have you unlearned about the industry since starting out? 

I have come to understand that we can define our own approach, at our own pace and in our own rhythm. It has been about letting go of that pressure and trusting that a more intentional way of building can still be meaningful and relevant.

What do you want someone to feel the second they encounter your product? 

I want them to feel that every part of the garment has been meticulously considered. The weight of the fabric, the finish of the seam of that particular piece, the hands that wove the Sadu. That sense of care should be felt immediately, even before it is fully understood.

What are you building that isn't immediately visible?

A legacy brand that speaks to our region while resonating globally. It is built through time and consistency, something that may not be immediately visible, but becomes clear in the long term.