Under The Abaya’ Goes Loca

Saudi’s First Female Empowerment Platform Celebrates International Women’s Day at Loca Studios for an Evening of Wellness Activities.

In celebration of International Women’s Day, Saudi’s first female platform, UnderThe Abaya, teamed up with female-owned fitness and wellness studio, Loca, for a day-filled with feminine energy, self-love meditations, and inspiring talks by Saudi entrepreneurs making waves within their respective industries.

Founded by Marriam Mossalli in 2018, the non-profit initiative Under The Abaya revealed its ongoing evolution with a new brand identity, following the success of last year’s largest female empowerment event in the region, which saw Under The Abaya team up with MSC Bellissima for the “first female empowerment cruise.”

This year’s celebration took the form of a wellness-centric day of activities; starting off with sunset yoga on the rooftop, followed by a self-affirming meditation session. Participants were provided “smart” mats by the female-owned Saudi brand, Rolly. Business owner, Noura Qandeel’s Quench Me, served guests natural, energy boosting shots, while local restaurants The Morning Call and Moonshell provided a selection of healthy and delicious vegan options for all the guests. 

Under the Abaya hosted a panel discussion with a handpicked selection of Saudi women pioneering in their respective fields: Tiktoker Lamah Najjar, beauty influencer Ghalia Mahmoudi, and stylist Renad Hefni, joined co-founder of Barda cosmetics, Khulood Al Harbi, and co-founders of Loca Studios, Sarah Al Turk and Nouf Khayat. The aspirational women discussed an array of topics; from how they empower each other, the ups-and-downs of entrepreneurship, as well as the unique journey women have to face in terms of the work-home balance.

Under the Abaya’s long time supporters, Femi9 Fashion, partnered up once again providing coveted giveaways to each attendee of the yet-to-be released Ramadan collection, while female-owned floral brand, Hues, gifted handmade bouquets. The evening ended with a magical aerial hoop performance by Rana Al Khodari.

The Under the Abaya platform is a non-profit initiative devoted to continuing to support and nurture a community of women within the Kingdom of Saudi Arabia.

The Under the Abaya: Streetstyle From Saudi Arabia (2020) features over 300 women from across the Kingdom, with 100% of all sales going toward female empowerment initiatives and activities. Sales of previous editions have provided academic scholarships to underprivileged women and sponsored Rally races for first-time female drivers. 

Get your copy now at Under The Abaya website