The All-New Persistently Patriotic Collection

Zahra Anwer

Zahra Anwer

Associate Editor at Destination KSA

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A collaboration that is all about women supporting each other.


On the occasion of the Saudi National Day, the Untitled Project store, an Eco-friendly clothing line based in Jeddah by Israa Allaf, teamed up with Marriam Mossalli of Under The Abaya and Nada Baeshen of The Huntress to model the patriotism for Saudi and what it means to break boundaries as a Saudi woman.img_8462

According to Marriam Mossalli, as a #GirlBoss, she has always championed the female entrepreneurship and the Untitled Project by Israa Allaf, was no exception. Marriam expressed that she’s proud to see Israa take what she’s learned and implemented to create a truly unique offering with her nationalistic collection that is 100% vegan and sustainable. img_7581

Women found businesses have been growing at an impressive rate, and Marriam and Nada, not only act as influencers but also as inspirational figures to many aspiring girls. Saudi female entrepreneurs are more assured to be following their dreams when they see other Saudi women take a step into the industry, and cultivate their place in their business while claiming their success. img_8463

Being advocates for local businesses, Israa feels it is their duty, to encourage a unified movement, in the local community while being consulted for other local startups for advice and inspiring others to take their first step into launching sustainable businesses.

When asked about what this initiative would accomplish, Israa says:

Many people have been scared to take their first step into owning their success, and we wish a campaign like this would evoke other Saudi entrepreneurs to emerge into the scene, and reinforce the power of localization. We don’t believe in the difference between 500 followers or 500k; everyone is an influencer, and we would love to support and collaborate with small businesses to grow and emerge within KSA.”img_8468

When starting the Untitled Project’s clothing line, Israa researched the value of environmental safety and have founded the store upon that; which is why maintaining ethical production and sustainable practices is a priority.

“We aim to build a community that will grant awareness about our social initiatives, and ultimately look forward to expanding our creative innovation in many other ways, not just through clothes, but also through art, videography, styling, and other humanitarian initiatives”. 

Instagram: theuntitledproject.store
Web: theuntitledproject.store

Photography : Hanen Majdi 
MUA: Safaa Alireza
Hairstylist: Ghada Ismaeel
Videography: Ray Jahri
Shot at: Atarek 

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