JEDDAH — Renowned fashion designer Hatem Al Akeel launched a new and exclusive brand for women at his Toby Boutique in Jeddah today in cooperation with TAG Heuer the leading Swiss watchmaker. The fashion line features 20 unique and classical fashion pieces designed by Hatem AlAkeel, merging traditional styles with bold and daring motifs as featured in his Toby brand and styled to complement TAG Heuer's latest Avant-Garde collection of women's watches collection LINK Lady. Dubbed the King of Thobes, leading the market in men's thobe designs and leisure wear, AlAkeel has embarked on a new frontier with the launch of his women's wear collection. Each of the 20 elegant pieces is intricately designed, giving the conventional theme of women's thobes a new flair and panache that is sure to appeal to the taste of discerning women in the region. “Designing for women and launching a unique brand to complement the existing Toby brand has always been a dream of mine,” said AlAkeel. “However to be able to reflect the essence of women's wear and pique their interest in a new brand is no easy task. “The women in Saudi Arabia are very sophisticated in their dress sense and know what suits them, which is why merging the traditional with daring avant garde designs that theme with TAG Heuer's avant garde watch collection was an alluring challenge that I am pleased to have undertaken. “Only 20 pieces have been launched and are available by order only, either by visiting the boutique or online through the website. “That way we allow each client the luxury of tweaking the piece to her liking within the set options available,” he added. “We are delighted to be partnering with Saudi Arabia's star designer Hatem AlAkeel in the launch of his debut collection for women,” said Luc Decroix General Manager TAG Heuer, adding “His innovative concept transforms the women's thobe into a coveted fashion item, just as TAG Heuer Avant-Garde watches are a coveted fashion accessory.” An icon of contemporary femininity the LINK Lady Collection is designed to play a key role in every lady's accessories collection; designed with the finest details to look like an elegant piece of jewelry. The Hatem AlAkeel Femme Collection introduces a new way of dressing for women where polished elegance and style have never been easier to acquire. Worn fitted or loose, a Hatem AlAkeel Femme thobe can go from day to evening with ease and comfort for any occasion and can be accessorized to taste; dressed up with a belt or an elegant brooch, worn full length or shortened as preferred, or restyled to be sleeveless. From very structured and modern architectural collars to airy and light but classic designs, the collection sets a new trend of timeless fashion that takes the women's thobe into the realm of Arabian haute couture. — SG
