MARRIAM MOSSALLI-FOUNDER/CEO OF NICHE ARABIA & AUTHOR OF UNDER THE ABAYA
©MARRIAM MOSSALLI SHOT BY LINA QUMOSANI
Simply stated … Marriam Mossali and I had the most energetic, uplifting, insightful, and inspiring conversation.…
What would you say is the most effective and intentional way to inspire the next generation of young women
Authenticity. Now in our world of endorsements, and sponsored content; I feel to really inspire the next generation is to be authentic. Younger people can see through the b.s.; I mean folks come from various walks of life, their journey, their struggle to get there – is what inspires. I know for the people that inspire me – it is their struggles and journey.
We talked about Marriam’s main goals and intentions when she wrote ‘Under the Abaya’, and her decision to launch the second edition. She said it was organic, and it snowballed. Marriam was asked to speak at the Creative Institute to twelve Saudi female designers. So she wrote about how fashion could be used to tell people that we are diverse, and ambitious. In 2016 I wrote a street style book, ‘Under the Abaya’. It shows us as women, as who we are, we are now stepping into the spotlight. We are showing who we are, and owning it.
So with the release of the second edition of ‘Under the Abaya’ in February 2018; the book showed the change, there was a shift. I now had questions like ‘ why isn’t my whole Instagram showing up”? you could literally see the whole country opening up from top to bottom. Yes, Saudi is opening up in a positive way.
The first edition was literally done in 2 weeks. So for the second edition, we had a pre-order on March 8th; we wanted to create a buzz for the second edition. Our plan was to release on June 24, 2018, which is the anniversary that Saudi lifted the ban allowing women to drive. The book is 100% non-profit, because the goal is to put girls in school. With this purpose we did not want to delay the release, we decided to grab that moment. There was also a digital book launch, there were ten women speakers, and approximately 200 women participated.
The next step is to take the ‘Under the Abaya’ concept, ideology, and build a foundation. What greater gift than to provide the monies for young women’s education.
We discussed whether Marriam felt fostering a woman’s individuality was an important characteristic. In that pure, authentic Marriam way she answered, Definitely. I am a self-hating person on social media; because we all want to look and sound the same. Individuality makes us important, and unique. In Saudi individuality is key.
An example, how feminism is defined in Western Culture I do not relate to. Because I see it as a desire for women to be more masculine; more like men in their playing field (a man’s playing field).
In Saudi our world’s (roles) are very defined, and it makes us more defined in our place. So I questioned and injected – with these defined roles in their culture could it make women be perceived as more meek and docile ? Marriam’s response was a certain and emphatic no, it is interesting to see it; because we retain our femininity in our workplace. It is like feminism is a byproduct of the clear and distinct roles. In ‘Under the Abaya’ it is showing people that our feminism is different; more important we are saying we will define us in our own time. Do not define us according to Western Culture.
I could relate to Marriam’s perspective, being half Venezuelan. We agreed that the judgment depends on what culture you are speaking from when you analyze a culture’s feminism; because we come from different cultures.
How do you envision the impact of COVID19 on the fashion industry (months of quarantine)?
Interesting….I see it reverting back to normal business, the supply chain might possibly be different. However, I do see a more cautious consumer. Black Lives Matter has made an impact. People will hopefully have meaningful conversations because of it. As a result of COVID19, I do not see the big houses like DIOR and Prada changing. Prada had their show and there was 300 folks watching the show. Yet there has been and will be an impact; right now we are super saturated with digital content. The houses will have to look at how are they positioning themselves; because there needs to be a physical presence, or we will get lost in the digital content. As well, I see an over saturation with branding, and hopefully there will be a moving away from the egocentric branding.
Please explain what is Niche Arabia
Oh yes, it is a company I established about ten years ago. It is a talent development, consulting, and fashion houses bridge into Saudi. We have expanded and have offices across the country. It is always evolving, and we select our clients. We did the first female sports day in Saudi (physical education). We had about 10,000 women participating, I and three other women put on the event. It was one example that Saudi women are progressive.
That lead me to ask Marriam what did she think were the key components that made her a successful entrepreneur. She stated that she knows her value. It is not being arrogant, it is confidence. I have over fifteen years of experience in my field. In Niche Arabia you see it. Yet I make a point to be helpful, I connect people. It is not about compensation so much, it is about knowing your value.
What did that moment mean to you when you were recognized and invited to the Former First Lady of the United States Michelle Obama’s Celebration in Design Gala in 2015 ?
Oh…it was great. I was one of the few Arabs, and the only Saudi recommended to be at the Gala. It really validated I was on the right path, that I was in the right place to be recommended.
So with Marriam’s fast pace life, as well being the queen of multitasking; I wanted to know what did she do for relaxation and fun. Marriam said everything is fun. To relax….hmmm…I am a workaholic. My son controls my life, he is under two years old and controls my life. But, Niche Arabia also relaxes me. Hmmm… oh okay…. I simply love a Hammam, it is a Moroccan Bath. Oh my gosh it is very relaxing.
Thank you, Marriam!
