The traditional Arab woman’s dress – or Abaya – is seen as a vehicle of conformity. But this is only part of the story. While it does fulfill its function of allowing its wearers to remain modest within the cultural and social context of the Gulf, it is also used by women not to hide their individuality, but to help them express it. Our brief from The Cartel was to dramatize, through a bold new design language, how the Abaya combined with a select choice of accessories had the power to make the ultimate fashion statement and help those who wear it stand out.