The Designer Giving the Saudi Abaya a Modern Expression

Samah Khashoggi is a Saudi fashion designer and the founder of Samah Abayas, a brand known for bringing together Saudi heritage and contemporary abaya design.

Fashion can evolve without losing its connection to where it comes from. For Saudi designer Samah Khashoggi, that idea has been at the heart of her work for more than two decades.

In 2000, Samah began her journey in Jeddah by unveiling her first abaya collection. What started as a creative venture grew into Samah Abayas, a home-grown fashion brand that has become recognised for combining traditional Saudi influences with contemporary design.

For Samah, the abaya is more than a garment. It is part of the cultural identity of Saudi women, while also offering an opportunity for individual expression. Her work has focused on finding that balance, creating pieces that respect the heritage of the abaya while reflecting the changing tastes and lifestyles of modern women.

Her inspiration comes from close to home. Samah draws from familiar Saudi traditions, local culture and established silhouettes, reinterpreting them through a contemporary fashion lens. The result is a collection of designs that can move comfortably between classic and modern, everyday and occasion wear.

This ability to work across different styles has become an important part of the brand's identity. Samah Abayas offers pieces designed for daily use alongside more elaborate evening abayas, giving women options that reflect different moments and occasions.

At the same time, Samah has looked beyond local inspiration to develop the quality and finish of her collections. The brand combines international resources with a network of local artisans and tailors, creating a connection between global fashion standards and Saudi craftsmanship.

Attention to detail has remained central to this approach. From the construction of each piece to the choice of materials and finishing, the emphasis is on creating abayas that feel refined while remaining connected to their cultural roots.

Over the years, Samah's designs have also contributed to the changing perception of the abaya within Saudi fashion. Rather than treating it as a fixed traditional garment, her work has explored how its form can be adapted, refined and reinterpreted.

That evolution mirrors the wider transformation of Saudi fashion itself. As the Kingdom's fashion industry continues to develop, designers are finding new ways to celebrate local identity while engaging with international influences and contemporary trends.

Samah's journey has been closely connected to that evolution. Her designs have become part of the wardrobes of Saudi women looking for pieces that combine elegance, practicality and individuality.

The longevity of Samah Abayas also reflects the importance of its relationship with its clients. Their appreciation and recognition have remained an important measure of the brand's success, encouraging Samah to continue developing new collections while staying true to her original vision.

More than 20 years after launching her first collection, Samah continues to represent a distinctly Saudi approach to abaya design. Her work demonstrates that tradition and modernity do not have to compete. They can exist together, with heritage providing the foundation and contemporary design opening the door to new possibilities.

Through Samah Abayas, she has created a fashion language that is both familiar and forward-looking, rooted in Saudi culture while embracing the possibilities of modern luxury.

HerStory celebrates Samah Khashoggi for building a lasting fashion legacy, preserving the cultural character of the abaya while continuing to shape its place in contemporary Saudi fashion.