The Abaya Goes Global: A Saudi Brand Redefining Sustainable Statements
The Untitled Project is a Saudi-based luxury resortwear brand that blends rich Saudi heritage with global cultural influences, creating unique, eco-conscious designs. The Untitled Project is a name without limits—just like the people who wear it. It represents freedom, self-expression, and the power to define your own journey. By rejecting labels and conventions, it empowers you to evolve, transform, and become the best version of themselves.
Since our inception in 2018, we’ve been redefining casual luxury. We spotted a gap in the market—a space craving fresh perspectives—and we jumped in with color, innovation, and sustainability. Our bold, statement-making pieces blend heritage with modern design, creating trends that are all our own. Every illustration is designed in-house, then printed and embroidered directly onto our fabrics, ensuring each piece embodies the quality, authenticity, and vision we stand for.
The Abaya’s Shift into Global Resortwear
Traditionally seen as a symbol of modesty and cultural heritage in Saudi Arabia, the abaya has long been a cornerstone of women’s wardrobes in the region. However, at The Untitled Project (TUP), we wanted to take this iconic garment beyond its traditional roots and give it a modern twist. We transformed the abaya into something new: a versatile, resortwear-inspired cover-up, designed for global appeal.
Our reinterpretation is an exploration of how we can innovate traditional garments to fit the global wardrobe. We’ve taken the essence of the abaya and designed it to be a chic, lightweight, and breathable piece that can be worn on holiday, at the beach, or even at high-end resorts. The result is a fresh take on a classic, blending comfort, style, and modernity, while still reflecting the elegance and modesty of the traditional piece.
By repurposing the abaya as a cover-up, (TUP) has expanded its global appeal, making it a must-have in the resortwear category. What was once viewed as a traditional garment now holds international allure. This innovative approach has opened doors to a global audience, positioning Saudi culture as a source of inspiration in the luxury fashion world, aligning with Saudi Arabia’s Vision 2030, which strives to diversify the economy and enhance the Kingdom’s global cultural influence.
IIn 2020, we delved into the evolving styles of women across the Gulf, using personality frameworks like the MBTI for inspiration. We identified six distinct style personalities—Classic, Trendy, Chic, Bohemian, Sporty, and Dramatic—each representing a unique way of expressing oneself through clothing. Fashion becomes a language of confidence, a canvas for individuality.
"Style is personal—instinctive, effortless, and constantly evolving, just like the women who wear it." — Israa, Founder of The Untitled Project
At the heart of The Untitled Project lies a deep commitment to sustainability. From the fabrics we source to the production techniques we implement, every aspect of our process is designed to reduce waste and promote responsible fashion. We use 100% organic and eco-friendly materials, responsibly sourced from Italy, Turkey, and India, ensuring that luxury and sustainability coexist. Our Green Button initiative allows each purchase to contribute to tree planting, reinforcing our mission to create fashion that leaves a lasting impact on both style and the planet.
We embrace upcycling, small-batch production, and zero-waste packaging made from recycled materials, continuously pushing the boundaries of ethical fashion. By proving that sustainability and statement design can coexist, we offer a fashion-forward, eco-conscious solution for the modern consumer.
International Presence and Expansion
As part of our global expansion, we proudly sell on international platforms like Namshi, Pronto, and have collaborated with FLTRD and the prestigious Galeries Lafayette in Dubai. Our collections have been showcased at Emerge 2024 in Mexico and Milan Fashion Week & White Milano Exhibit in 2023. From Dubai to Amman, Egypt, and beyond, we continue to blend culture, creativity, and conscious luxury in every step of our journey.
We are excited to have you join us as we push boundaries, expand our global presence, and redefine what it means to create fashion that makes an impact.
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