Self-initiated concept
Mirad
A concept identity for a modern Riyadh abaya house — architectural drape, quiet typography, zero ornament.
- Industry
- Modest fashion — abayas
- Location
- Riyadh, Saudi Arabia
- Services
- Brand identity, Art direction, Campaign design
- Year
- 2026
Concept cover — designed by the studio
Concept
Mirad is a fictional abaya label imagined for Riyadh's new generation: women who want modest dress with the cut and confidence of contemporary couture, not costume.
Direction
Stone and shadow: limestone backdrops, hard directional light, fabric photographed like sculpture. Arabic and Latin type set with equal care — no faux-Arabic styling.
Campaign narrative
The campaign follows a single garment through one Riyadh day — dawn concrete, midday gallery, evening majlis — proving one silhouette carries every register of the city.
Film
A 45-second film: static camera, moving fabric. Wind, drape, and shadow do the choreography; a single line of Arabic voiceover closes it.