Under the Abaya: Uncovering Saudi Women’s Individualities

Originally Published on July 27th, 2024

As Saudi Arabia gains more momentum in the world of art, culture and creative entrepreneurship, hundreds of young, bright minds rush to the forefront of this movement in hopes of finding their way in the nationwide development. In this race, due to longstanding cultural norms, Saudi women often find themselves at a disadvantage, and some are unable to find their voices in the forming cultural narrative. Under the Abaya, a comprehensive education-based Saudi initiative, aims to rectify that by allowing women the opportunity to make their voices heard.

Looking to foster a sense of community and collaboration amid Saudi women, Under the Abaya was founded by Marriam Mossalli, a global media leader, entrepreneur and published author to provide the women of the Kingdom with a platform. “Under the Abaya aims to support and empower women through various means, including by promoting female-led businesses, organising networking events and creating platforms for women to share their stories,” Mossalli tells SceneNowSaudi. “The ultimate goal is to uplift and empower Saudi women across different sectors, and contribute to their personal and professional growth.”

Under the Abaya focuses on enabling Saudi women to access high-quality education through an innovative business model. The initiative publishes books that provide a rich insight into the life of women in Saudi Arabia, put together by the women of Saudi Arabia. The profits of these books then go on to fund scholarships, as well as female-led charitable causes, for eager Saudi female learners.

“The Under the Abaya books come together through a collaborative process that involves collecting stories and photographs submitted by Saudi women themselves, giving them ownership of their narrative,” Mossalli tells us. The submissions are then curated to highlight the diverse experiences and achievements of Saudi women across various fields, and published to generate support for Saudi women across various fields. Under the Abaya certainly created a new definition for the saying, “What goes around comes around.”

The Under the Abaya books spotlight street style across Saudi cities, namely Jeddah, Riyadh, and Khobar - but they’re more than just fashion books. Rather, the books symbolises the individualism Saudi women possess under the Abaya, spotlighting styles rooted in heritage, normalising Saudi women’s unique identities beneath the uniform abaya.

Aside from the storytelling and photography spotlighted in the Under the Abaya books, the initiative recognises the importance of the art produced by Saudi women, consistently spotlighting it on their platform. “Art initiatives are an integral part of Under the Abaya's efforts to inspire and empower women,” Mossalli says. By collaborating with initiatives like ‘Art to Inspire’, Under the Abaya commissions young female creatives to beautify local parks, schools, and youth centres with motivational art and quotes. “These initiatives provide opportunities for female artists to showcase their work and contribute to the community while promoting creativity and inspiration among the youth.”

Besides the book, Under the Abaya finds funding through collaborations with female-owned businesses. "The initiative does not rely on government funding but rather focuses on building partnerships with local and international brands and organizations that share its mission of female empowerment.”

“Under the Abaya aims to continue achieving what it was founded for: challenging traditional perceptions about women in Saudi Arabia, supporting their personal and professional growth, and contributing to the ongoing social and cultural transformation within the Kingdom,” Mossalli says.