The New Modesty: 7 Saudi Brands To Watch

by Barbara Yakimchuk

The New Modesty: 7 Saudi Brands To Watch

13 Apr 2025

Saudi Arabia has traditionally been known for its conservative dress style, rooted in modesty. However, lately, there has been a wave of fashion-forward designs that still honour cultural values — while allowing you to stand out and shine. It’s no longer just about Arabic women either. Long dresses are becoming increasingly popular among expats, and abayas are more often styled with jeans and a simple top. If your current vibe is modest but bold — here are the brands to keep an eye on!

Kaf by Kaf

When you come from the world of architecture and step into fashion, your designs are bound to carry that influence. Clean lines, bold structures, and geometric precision — that is all about bran "KAF by KAF" — a perfect example of that transformation.

What sets this brand apart? Unexpected colour palettes, subtle yet striking details, and a clever play with textures. If you are after something that quietly turns heads, their collection is definitely worth a look.

Photos: KAF BY KAF

Abadia

Abadia is my personal number one among Saudi brands to admire, and it is easy to see why. The brand was actually the first Saudi fashion label to be featured on Net-A-Porter, the renowned luxury fashion platform based in the United Kingdom.

What’s at the heart of it? Subtle contrasts: flowing silhouettes with sharply defined waists, dresses and suits that mix unexpected fabric textures, and asymmetrical cuts balanced with soft, muted tones.

It feels like two personalities collide in each design — which makes perfect sense, since the brand was co-founded by two sisters. And somehow, that contrast turned out even better than anyone could have imagined.

Photo: ABADIA

Nora Al Shaikh

What sets this brand apart? The sleeves — they add a unique charm to every outfit.

Nora Al Shaikh, the founder and sole designer, draws inspiration from her Najdi roots, as well as global architecture and art — and it shows. Her designs have been embraced not just across the Middle East but internationally too, with appearances at both Mexican and Milan Fashion Weeks.

And one more thing: Nora has a real talent for transforming an entire look with a single, unexpected detail — a small touch that ends up changing everything.

Photos: Nora Al Shaikh

Dananeer Designs

The brand’s aim was to blend traditional Arabic and contemporary European styles — and honestly, they have nailed it. No surprise there, considering founder Zahra Alsogair was born and raised in Saudi Arabia and went on to study fashion in both Paris and Amsterdam.

While deeply rooted in tradition, many of the pieces break the mould — think open shoulders, elegant cuts, and even tailored trouser suits. Another thing that really sets this brand apart is its strong digital presence. It is not just about beautiful photoshoots — it is about having a clear point of view, and empowering Arab women through fashion.

Photos: Dananeer Designs

Yasmina Q

This brand is all about comfort — soft, pleasant fabrics that feel amazing on the skin, and relaxed cuts that allow freedom of movement, while still keeping you effortlessly stylish.

What truly sets it apart is its strong commitment to sustainability. They use FSC-certified viscose, which helps minimise environmental impact and reduce waste — a smart move that aligns with the global shift towards conscious fashion.

As the founder shares, nature — particularly flora and fauna — serves as a major inspiration behind the brand’s aesthetic. So, do not be surprised to see delicate floral prints woven throughout the collections.

Photos: Yasmina Q

ALANOUDAL SALEM

This well-established brand has been around since 2014. While many other brands focus on everyday wear, this one is a true gem for evening outings. With intricate patterns and dramatic trains, it’s no wonder bloggers and influencers around the world love it.

Planning a red carpet moment? This brand is definitely worth checking out. And even if you’re not, don’t wait for a special occasion to shine — just wear it and book that table.

Photos: ALANOUDAL SALEM

Razan Alazzouni

Founded in 2008, this brand is deeply rooted in tradition. Some might call it extravagant, others would say it is all about elegance and chic. Either way, it is definitely worth your attention, especially considering the brand has collaborated with major names like Piaget, Disney, and René Caovilla.

Photos: Razan Alazzouni

by Barbara Yakimchuk