From what started as an experimental project, it is now the innovative contemporary wardrobe staple contributing towards the changing face of the Abaya.
It's interesting to see how our fate intertwines and executes at the right moment; not a minute late, second later. For contemporary abaya brand Haal Inc. its appointment was on Monday, November 25th from 8pm–10pm in the prestigious shopping area of Al-Rawdah in Jeddah. A day to be led by garment designers Mariam Bin Mahfouz and Nouf Hakeem of renowned brand Sotra to host the store grand-opening event of their new brand, Haal Inc. with a special invite-only list of attendees.
The new Saudi Arabian based contemporary abaya brand Haal Inc has been a contributor to the dynamic change of the abaya with its innovative cuts and audacious abstract detailing within a very short period of time after being piloted in 2010. The designers behind Haal Inc. came about the brand organically through an experimental project and it quickly gained success equal to that of its Saudi based sister brand Sotra launched in 2006. Haal Inc. is edgy but well-balanced between the traditional and the contemporary in a light-hearted manner celebrating textures, shapes, colors and lines. It characterizes itself through distinction and as the heroine of time for the confident woman who distinguishes herself through the traditional with accents of minimalism, asymmetrical dares and innovative sophistication.
We invite you to see through your senses and experience this event which marks the next phase for Haal Inc. in the realm of contemporary tradition. The tale of the 500-attendee event who celebrated a balance of contemporary tradition took place at the meticulous new designed store space with a showcase of five new designs from Haal Inc.’s upcoming collection. It's celebrated physical presence initiated with hand written invitations in artistic Arabic calligraphy guarded in abstract shapes for the dignitaries. The request of presence included a captivating image of a model suspended in thought wearing a new element from Haal Inc.’s collection and standing before four men in white thobes. Indeed, it is an image with a collection of interpretations. Perhaps one may be the suspended equilibrium of the self in between the muteness of the white thobes and the escapism of Haal Inc.’s bold boundaries. The invitation was addressed to the lady; a tenacious but not surprising motion on behalf of Haal Inc.’s. This affair is for the heroine and men were requested to reserve themselves in the silence of white thobes.
The new store locale’s facet was unprecedented to the senses and it was meticulously designed to translate the essence of Haal Inc. to its future clientele. The facet’s arch element of a black custom-made grill with gold diamond accents above its entrance and duplicate for the inside imprints the beginning of the guest's experience. Upon approach, the touch sensed the handshake honoring the abstract lines of the emblem doorknob. Haal Inc. then welcomed itself to the eyes upon entering against a pure white canvas background wall mutely stating its signature. The eyes replied back to its physique with an intriguing impression halting at the black infused accents throughout the space, the screen flushed into its wall to showcase collections, the black steel staircase prominent against the white walls and discreet artistic communication. The grey bubble chandelier in the V-shaped fitting area was set to illuminate the guided lines between the conventional and the au courant. Every harmony has its intermediate; for Haal Inc.’s, it lies in the center with a white marble table top; an element that extends throughout its space as the preferred platform for dialogue.
The ambiance infusion included the scent of Arabic coffee with cardamom – the linguistic root meaning of Haal Inc., blue hydrangea flowers—honoring the essence of color, and classics Arabic sounds made contemporary such as Mohammed Abdu. Inviting sounds of Masafeeg with background music mirrored the partial essence of Haal Inc. As the women and men acquainted themselves with their newly absorbed environment, the white marbled tabletop called for the attendee’s sense of taste. Its eatery menu included cheese canapés topped with a slice of olive, refreshing kadi water, juice and traditional appetizers honoring the Saudi heritage such as Hneini, falafel drizzled with tamarind sauce. A symphony always ends in a perfect silence; a palatable dessert option of date cheesecake squares and Arabic coffee infused with cardamom and saffron. It’s a tradition that exchanging a gift will increase the love for one another; Haal Inc. serenaded its invitees with a book-like package enclosed with one of its accessory pieces. Upon opening, the timeless words by Rumi whispered themselves and beneath their breath an item in representation of unity; a black lightweight cotton snood for both women and men. It is an item that represents a connection between two distinctions meeting in a timeless realm.
As Haal Inc. physically accommodates itself to reside within the realms of the former and the destined, it is just verily the outset scent continuing its nurturing enjoyment towards the unfolded; to create, to experiment, to unite and travel between the suspension layers of time releasing in a spirited manner the silence of our white walls in uncommon and adverse ways. After all, it’s all about perspective; silence is just another form of communication and lines were also made to unite. “Perhaps the simple things are the most memorable, but not everyone can see” - Rumi
“We've been thinking of opening a store for Haal Inc. for a while, but we had stopped looking for a good 8 months when nothing we wanted was available. We then received a phone call from a realtor we had contacted for Sotra’s store which was our dream location at that time telling us the location we were interested a few years ago is currently available. The first thing that came to us ‘This is fate!” - Haal Inc. designers, Mariam Bin Mahfouz and Nouf Hakeem
Visit Haal Inc. at their location and/or online haalinc.com
Written by M. Sadeel Allam, owner and a style editor of Sweet Modesty who enjoys diversity in cultures, eatery, religions, arts and styles. "Simplicity is the ultimate form of sophistication" - Leonardo De Vinci