DUBAI: In 2018, when Israa Allaf launched her Saudi fashion brand The Untitled Project, “it was really hard to find something that really represented individuality,” she tells Arab News. “I really wanted to create something unique — something that felt Westernized yet at the same time felt Arab, and that you could wear as a cover-up.”
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At the time, modest fashion often left little room for self-expression. “The abaya, for example, was always worn closed, and we wanted to showcase how you can incorporate it and style it within your own clothing and have something that’s really unique to you, that you really won't find anywhere else,” Allaf says.
In a Saudi fashion scene that has become increasingly polished and trend-driven, The Untitled Project stands out for its flowing cover-ups, richly layered prints and experimental silhouettes.
Allaf, who studied marketing, began by designing the pieces herself before stepping into the role of creative director and building a team around her.
