JEDDAH: When Saudi Arabia’s ban on women driving ended on Sunday, fashion designer Eman Joharjy and her friends drove to Jeddah’s seafront where they exchanged their car for bicycles.
The colorful, embroidered jumpsuit abayas they donned stood out among the sea of women wearing similar loose-fitting full-length robes but in the traditional black. Yet no one stopped them.
Women in Saudi Arabia are rapidly gaining more freedoms under a reform agenda spearheaded by Crown Prince Mohammed bin Salman, who wants to transform the Kingdom's economy.
The government recently allowed women to join the security forces and no longer requires them to have a male relative’s consent to open a business. And while now they can drive, they still need permission to get married and travel abroad.
Mohammed bijn Salman laid the ground two years ago for many social changes, including the return of cinemas and public concerts, by curbing the powers of the religious police.
These days at sunset, as the Arabian heat eases, women do sports along the promenade.
“Women feel encouraged by the government support. They are telling them, ‘You can go run and play sports’,” said Joharjy. “But let’s change from a sedentary society to a more active one.”
In 2007, frustrated by a lack of abayas made for running or cycling, Joharjy designed one for herself. She began making them for friends and selling what she dubbed the “sporty abaya.”
Colorful racks display designs for different activities like the driving abaya, which features a hoodie, tight elbows to prevent the sleeves from catching on the steering wheel, and shorter lengths to make switching pedals easier.
Most importantly for Joharjy, there is no trace of black.
“They reflect freedom and the willingness to embrace life and make it easy for the modern woman,” she said. “Besides, women love color.”
She is optimistic that Saudi Arabia’s social rules will ease further. But she still believes that many women will continue to wear the abaya in one form or another.
For her, the robe is like the Indian sari, a symbol of cultural heritage rather than religion.
Saudi Arabian woman designs abayas for freer lifestyles
Saudi Arabian woman designs abayas for freer lifestyles
- Colorful, embroidered jumpsuit abayas by fashion designer Eman Joharjy definitely standout
- The designs are for different activities like the driving abaya, which features a hoodie, tight elbows to prevent the sleeves from catching on the steering wheel
Yataghan boutique in Jeddah celebrates Saudi heritage
JEDDAH: Yataghan, the contemporary Saudi jewelry house founded in 2008 by designer and entrepreneur Sarah Abudawood, has announced an expansion with its Riyadh debut at Kingdom Centre, alongside the relocation of its headquarters and flagship store to a street-front location on Jeddah’s Thalia Street.
The brand, known for blending Arabian heritage with modern minimalism, unveiled two boutiques designed as immersive experiences rather than mere retail spaces.
Every detail of the new Jeddah location has been carefully curated; brass accents inspired by the Yataghan blade evoke precision and luxury, while striped, gray onyx symbolizes continuity and progress, according to the brand’s founder. Vast windows, softened by Yataghan’s signature hexagonal motif, a symbol of harmony, order, and strength, flood the boutiques with natural light, creating an inviting environment for visitors.
Inspired by the Yataghan sword, with its distinctive, single-edged blade, the brand’s collections fuse minimalist design with Arabic calligraphy and tribal motifs.
“The name Yataghan draws its meaning from the two swords on the Saudi flag — a symbol that has always fascinated me for what it represents: conviction, protection, truth, and above all, balance,” Abudawood told Arab News.
“The Yataghan sword, known for its graceful curve and exquisite craftsmanship, embodies purpose and precision. It is drawn to defend what matters and to guard what is sacred. It sets boundaries and restores equilibrium, reminding us that strength is not only about force, but about knowing when to advance and when to stand still.
“That balance is reflected in every piece we create. Because, like the sword, Yataghan is more than an ornament; it is a statement of purpose, and identity.”
Abudawood explained the cultural inspiration behind the brand, highlighting pieces connected to Saudi identity. “This branch carries designs that are deeply connected to Saudi identity and cultural memory. Some pieces are exclusive, inspired by symbols, rhythms, and forms rooted in our heritage, interpreted through a modern lens … Jeddah, in particular, has a unique spirit: fluid, expressive, open, and layered with history. That essence subtly informs the designs you’ll find here.”
The founder also spoke of the brand’s philosophy of minimalism and meaningful design.
“It comes from my belief that simplicity creates space for meaning. I have always been drawn to architecture and the principle that form must follow function. I design with intention; nothing is accidental. Every line has a purpose, every curve holds a story. Minimalism, for me, is not about removing emotion; it is about distilling it. I want each piece to feel timeless, personal, and quietly powerful.”
The label has been flaunted by high-profile clients — including Jennifer Lopez, Lady Gaga and Lama Akeel — but Abudawood emphasized the brand’s focus on connection over visibility. “Whether someone is a public figure or not, what moves me is when they feel seen by the jewelry. Yataghan has always been about resonance, about creating pieces that speak to identity, strength, and personal stories,” she said.
Looking ahead, 2026 will mark new chapters for Yataghan, including local and international expansion, innovative collections, and a stronger focus on storytelling and community collaborations. “Growth has never been about reach alone; it’s about depth, integrity, and lasting impact,” Abudawood added.
“Ultimately, what drives me is purpose. I’m motivated by the desire to create work that matters, to offer women something that reflects who they are, not who they’re expected to be. Design, for me, is a form of dialogue, a way to translate emotion into form. As long as I’m creating with honesty, intention, and heart, I know I’m exactly where I’m meant to be.”
