Our creative idea – Be Seen– celebrated the Abaya as a canvas upon which to express female individuality through choice accessorization. Traditionally seen as a vehicle of conformity, in reality the Abaya is no such thing. Its silky, jet black finish provides the perfect foil against which a colorful highlight (be it a handbag, ring or shawl) can have maximum visibility and impact. Be Seen sought to remind people that conventional views of the Abaya are off the mark, as a significant number of women living in the Gulf, who adhere to its cultural and societal norms, still find room to express their individuality through this unique and iconic dress.

Maximizing contrasts, white backgrounds were employed to offset the midnight black Abayas in a minimalistic approach which embraced and explored the idea that to truly Be Seen, less is more. Against the canvas of the Abaya, reflective, blue-tinted sunglasses, a terracotta crocodile skin handbag, a ring encrusted with faux-pearls and gemstones over the top of a sable glove, a scarf worn across the neck and unapologetically shocking-green high heels brought the fact that the Abaya, a dress too often associated with conformity, had the power to make those who wear it stand out in an unprecedented way. The attitudes of the models reflected high-fashion, in keeping with the cultural pride and natural femininity that wearers of the Abaya feel.

Abaya and accessory sales from The Cartel increase by 15% in the two weeks after publication. The Be Seen campaign elevated the brand to a new level of cultural relevance while consolidating its positioning as the UAE’s avant-garde fashion destination. Perhaps most importantly, the cultural impact of the campaign saw a move away from traditional views of the Abaya through a celebration of the iconic dress as a vehicle of self-expression and high fashion.