If you’re on the hunt for the perfect look for the holy month of Ramadan, Hatem Alakeel of Jeddah-based brand Toby Femme is quick to warn, “This is not another abaya line. It’s style. It’s a way to celebrate modest dressing without it being an abaya.” Queue our rising interest in this regional brand that makes design rather than tradition its central thesis.
The latest Toby Femme collection, entitled ‘Paon’ (or “peacock” in French), is sartorially symbolic beyond the bird embroidered along soft, lightweight dusters. “Peacocks symbolise freedom,” Alakeel shares exclusively with Savoir Flair. “This is what my design ethos is about for women – to express their fashion sense freely without limitations.” He achieves this by crafting his pieces out of breathable linen material “for a fresh spring look” and working in pastel and neutral colors for a palette that is ideal for those hot summer months. “This collection is about changing perception,” Alakeel confides, and his minimal silhouettes and architectural collars offer support for his delicious blend of Western and Eastern styles.
You can find Toby Femme’s ‘Paon’ collection online or at the Toby boutiqe in Jeddah on Prince Sultan Street.