Abadia, a Saudi luxuryfashion brand, has reached a significant milestone in its international growth journey with its launch across three of the United Kingdom's most prestigious luxury retailers: Harrods, Selfridges, and Browns.
Marking a New Era for Saudi Fashion
The expansion marks a defining moment for the Riyadh-founded label and reflects the increasing global reach for fashion emerging from the Middle East. Established by founder and creative director Shahd AlShehail, Abadia has built a reputation for its thoughtful interpretation of modern luxury, blending craftsmanship, cultural heritage, and contemporary design through collections centered on longevity and purposeful dressing.
Having already made history as the first Saudi fashion brand to launch on Net-a-Porter, Abadia has played an important role in introducing regional design talent to the international luxury landscape. Its latest retail partnerships further reinforce the growing recognition of Middle Eastern fashion on a global scale, highlighting a broader shift towards diverse cultural narratives and artisanal craftsmanship within luxury retail. This move is significant as it showcases the brand's commitment to showcasing Saudi Arabian fashion on a global platform, contributing to the country's growing influence in the fashion industry.
Abadia's Design Philosophy
At the core of Abadia's design philosophy is a commitment to preserving traditional craftsmanship while reimagining it for a contemporary audience. Through fluid tailoring and considered construction and heritage techniques such as Sadu weaving, the label creates pieces that honor regional traditions while speaking to a global luxury consumer. Sadu weaving, a traditional Saudi textile art form, adds a unique cultural element to Abadia's designs, setting the brand apart in the luxury fashion market.
"For me, this moment represents something much bigger than retail expansion," says Shahd AlShehail. "It reflects a growing pride in stories, craftsmanship, and perspectives coming from our region, and seeing them resonate internationally in such an organic way feels incredibly meaningful. Abadia has always been about creating a dialogue between heritage and contemporary culture, and it is exciting to see that conversation continue to grow globally."
As Middle Eastern fashion continues to gain visibility on the world stage, Abadia's arrival at Harrods, Selfridges and Browns underscores the growing influence of regional designers and signals a new chapter for Saudi fashion within the international luxury market. The brand's expansion is a testament to the growing demand for diverse and culturally rich fashion, and its success will likely pave the way for other regional designers to follow in its footsteps.
To celebrate the launch, the brand will host a special residency in London this June, bringing together members of the fashion industry, buyers, creatives, and the wider community. The event will also serve as the unveiling of Abadia's pre-fall 2026 collection, offering guests an immersive introduction to the brand's evolving vision.
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Frequently asked questions
What is Abadia fashion brand?
Abadia is a Saudi luxury fashion brand that blends craftsmanship, cultural heritage, and contemporary design.
Where is Abadia available?
Abadia is available at Harrods, Selfridges, and Browns in the UK, as well as on Net-a-Porter.
Who founded Abadia?
Abadia was founded by Shahd AlShehail, who is also the creative director.
What is Abadia's design philosophy?
Abadia's design philosophy is centered on preserving traditional craftsmanship while reimagining it for a contemporary audience.
What is Sadu weaving?
Sadu weaving is a traditional Saudi textile art form that adds a unique cultural element to Abadia's designs.
