Announces new boutique launch and Swarovski collaboration





Mariam Nihal

Saudi Gazette



When your brand is worn by Saudi Princess Ameerah Al-Taweel and showcased in high profile fashionable retail outlets such as Saks Fifth Avenue in Riyadh, you know you have created the niche for yourself. HANIA recently launched its collection of extravagantly chic abayas and sheilas for SS’14.



The launch of the new collection coincides with the opening of HANIA boutique in Olay district in Riyadh on Feb. 8. Furthermore, the opening of the new store coincides with news of their exciting collaboration with Swarovski.



Six of the abayas formed via the collaboration with Swarovski create a timeless appeal and aim to add luxury to daily wear. Designed for the modern day, confident, independent woman, HANIA delivers poise and exudes elegance for the habitual creature of luxury. The latest collection plays with soft pink hues, light fabrics and cuts for the summer season.



The new season also uses silks, chiffons and Japanese crepe with precious Swarovski crystals and intricate embellishments finished by hand, for a taste of everyday glamour. This new boutique, planned on a single-level of 110 square meters, will host HANIA’s numerous collections by Saudi founder and designer Hania Al-Braikan. “We have a number of exciting projects that we are working on, so the opening of this boutique has come at a perfect time. The boutique is located in an ideal location and we hope to continue along our prosperous journey.”



Flemming Nielsen, vice president of operations Asia South Swarovski Professional, emphasized on the latest Swarovski initiative that embodies the company's support for local designers within the Middle East, while providing a platform for the modern use and luxurious interpretation of crystals.



“Swarovski is proud to partner with contemporary abaya designers and continue one of the company's most treasured traditions. The philosophy of working with design talent has permeated every aspect of this family run company since it was founded in 1895," he said.



The initiative echoes Swarovski's long history of creative collaborations with the world's most prestigious names in the fashion industry, he reportedly said. Known for its collections of luxurious, intricate abayas and sheilas, their new collection embodies the same promise.