To empower our audience through design, we interviewed 8 established Arab women and recreated their stories using Arabic calligraphy. The calligraphy was then delicately embroidered onto timeless black veils. Each portrait celebrated female ambitions and was used to transform a simple hijab into a robe of potential and pride.

The age-old art of Arabic calligraphy was used as the design device, lending a powerful voice to every veil. Working with artist and calligrapher Maher Housn, we interviewed 8 successful Arab women and experimented the best ways to transform their most powerful quotes onto the veils.

Each calligraphy design was then delicately embroidered onto the pure black veils, while the same designs were laser cut into sleek wooden boxes to package them. Using concealed magnets as a closure for the box, we were able to preserve the beauty of the covers, giving it a second use as a showpiece for customers to keep. The result was a truly elegant and modern expression of fashion – giving each client a sense of pride and empowerment.

Although sold at a premium price point, MAK Dubai received (and still continues to receive) orders for the special collection. Within the first month of the launch, over 120 veils were sold based on existing designs, while other customers requested for personalized designs with their own quotes.

MAK Dubai was able to further build its brand presence in the market, while increasing sales amongst veiled Arab women across the region by 5%. Women saw the link between the product and the message behind it, which lead to it spreading on social media as a symbol of “Arab women’s power”.