Photo Courtesy of Hateem Al Akeel
Following last year’s landmark decision to lift the ban on women motorists in Saudi Arabia, the Kingdom is now gearing up for the big day – June 24 – when women will officially take to the roads and highways. In celebration of this landmark moment, fashion designer and online portal Buro 24/7 contributor Hateem Alakeel has partnered with tech entrepreneur Bayal Linjawi to launch a new campaign.
Speaking to the site, Alakeel explained that the short film was created to celebrate the new milestone for women in a new era of progress and innovation. He also explained why he chose Linjawi to embody the spirit of the campaign. As an entrepreneur in her mid-20s who already has two companies, Alakeel said he could not think of a better example than Linjawi to represent the Saudi millennial “who is moving forward and empowering not just women but the entire country and many other existing and potential entrepreneurs. An intellectual, cultured and career-driven lady is my vision for the role of Bayan’s character in my latest fashion film and for the future face of Saudi Arabia.”
Going into further detail regarding the concept behind the film, which broadly is where the realm of fashion and a whole new world of possibilities for today’s Saudi woman converge, Alakeel explained that the piece has three designs that express a sense of empowerment, accomplishment, and confidence, and that are symbolic of different stages in the evolution of life for Saudi women.
Saudi Arabia has embarked on an ambitious journey of reformation under the guidance of Crown Prince Mohammed Bin Salman. Under its Vision 2030, the Kingdom is aiming to increase female participation in the workforce from about 22 percent at present to 30 percent, facilitating this growth by loosening restrictions on their movements and access to opportunities.