Abayas have always carried a sense of grace, rooted in tradition and culture, but who says they can’t pack a little attitude too? Jellyfish Abayas is here to shake that notion up. The UAE-based brand is rewriting the rules of modest wear with designs that could easily pass for edgy overcoats. Crafted from luxe fabrics and adorned with bold, fashion-forward prints, each piece offers endless styling possibilities.
Think abayas that deserve to lead your wardrobe, versatile enough to style with anything from tailored trousers to sneakers or even a sleek evening dress underneath. With packaging that’s a perfect 10, Jellyfish offers an entire experience.
In an exclusive conversation with Soigné, the founder opened up about the vision behind Jellyfish—a brand that dares to take the abaya on a streetwear spin, infusing it with quirky prints, and a new perspective on modest dressing.
What sparked the idea for Jellyfish Abayas? Was there a specific moment that made you think, “I need to bring this to life”?
The inspiration behind Jellyfish Abayas was born from a deep appreciation for modest fashion, combined with my desire to offer something unique in the market. After moving from London to Dubai, I realized there was a gap in the market for bold, statement-making designs. While there are many beautiful abayas available, most follow traditional patterns and solid colours. My personal fashion journey has always been about breaking the mould and embracing individuality, even when it comes to modest wear.
I’ve always sought out pieces that are unconventional and reflect my personal style, something that challenges the norm while still celebrating beauty and elegance. The idea of Jellyfish Abayas grew from this desire to create something distinctive: a collection of printed, vibrant abayas that are as much a reflection of personal expression as they are of cultural tradition. My vision was to design pieces that would resonate with women who, like me, crave fashion that is different and empowering. Jellyfish is my way of offering those women something fresh, something bold, and most importantly, something that allows them to embrace their individuality while staying true to their modest roots.
Your designs are so full of personality. How do you manage to make bold statements while staying true to the abaya’s roots?
At Jellyfish Abayas, we honour the timeless silhouette of the abaya, staying true to its traditional roots, but we bring it to life in ways that resonate with today’s modern woman. We infuse each design with unique cuts, vibrant prints, bold colours, and rich textures that give the abaya a distinct personality, one that speaks to confidence, individuality, and empowerment.
What makes our designs unique is the way we draw inspiration from the world around us. Nature, architecture, and art are key influences, and we channel these into our creations in a way that feels both fresh and respectful of tradition. It’s about creating a conversation between the past and the present where tradition and boldness coexist, allowing the wearer to make a statement without compromising on cultural integrity.We’re not just creating clothes; we’re creating an experience, an opportunity for women to wear their personality and their culture with pride. Jellyfish Abayas are for the woman who is fearlessly bold, fiercely modern, and deeply rooted in tradition. With every design, we aim to elevate the abaya to new heights where luxury, individuality, and cultural respect meet in perfect harmony.
Empowerment seems to be at the heart of Jellyfish. When women put on one of your abayas, what do you hope they feel?
Empowerment is indeed at the core of Jellyfish, and it’s something we consistently keep in mind as we curate our collection. From the very beginning, our guiding principle has always been: How do we want women to feel when they wear our designs? When a woman puts on one of our abayas, we are confident she will instantly connect with her own strength, confidence, and individuality, all wrapped in a layer of luxury and sophistication. Our designs are crafted with the intention to make every woman feel like she is stepping into her power whether she’s at a family gathering, a business meeting, or out on the town.
At Jellyfish, we’re redefining what it means to wear modest fashion. We want to challenge the notion that modest wear must be reserved or traditional. Instead, we’re showing that it can be fun, exciting, and undeniably stylish. The abayas we create are meant to empower women to embrace their authenticity and express themselves boldly, without compromise. When a woman wears Jellyfish, we want her to feel unstoppable, radiant, confident, and proud of who she is.
Sustainability is a huge part of your brand, from repurposing fabric to minimizing waste. Can you share a bit about how you make eco-friendly fashion look so effortless?
Sustainability is an important value that we take seriously at Jellyfish Abayas. As a brand, we understand the immense responsibility we must contribute positively to both the environment and society. In a world where fashion often leads to excess waste, we believe it’s crucial to act consciously and set a positive example. That’s why we integrate eco-friendly practices at every stage of our production process.
One of the ways we minimize our environmental impact is by repurposing fabric scraps. Instead of allowing excess materials to go to waste, we transform them into accessories like scrunchies and twillys, giving these fabrics a second life. This approach not only reduces landfill waste but also helps us contribute to a more sustainable fashion ecosystem.
For us, sustainability is not just about using fewer resources; it’s about fostering a mindset that values the longevity of both our products and the planet. By making mindful choices and creating timeless, high-quality designs, we aim to show that fashion can be both eco-conscious and effortlessly stylish.
We are also inspired by the UAE’s Year of Sustainability 2024, which emphasizes the nation’s commitment to environmental preservation and sustainable practices across industries, including fashion. We are supportive of this initiative, and we have made every effort to help achieve this vision through our own little ways not only for our present but for our future generations to come. While we are still at the beginning of our sustainability journey, we are excited to be part of this larger movement and remain committed to evolving our practices in line with the UAE’s vision for a more sustainable future.
What’s the inspiration behind your latest collection and what sets it apart from other brands in the market?
The inspiration behind our latest collection, Icons of Everyday, is rooted in the interplay of modern silhouettes, geometric designs, and the beauty of nature. Each piece captures a unique narrative. We sought to create a collection that reflects both the contemporary woman and the timeless elegance of nature’s forms. From abstract shapes to fluid curves, every design tells a story of simplicity, sophistication, and dynamic movement.
We’ve used a range of fabrics and textures, each carefully selected to deliver a luxurious feel while maintaining comfort and style. Whether you’re drawn to classic shades like blacks and greys, or you prefer vibrant, creative prints and colours, Icons of Everyday offers something for every individual’s personal style. We’ve made sure there’s an abaya for every occasion and every personality, providing a balance between classic elegance and bold, expressive fashion choices.
Being a UAE-based brand, how does local culture shape your work? How do you feel Jellyfish adds to the region’s fashion scene?
The UAE is a nation deeply rooted in rich heritage, vibrant culture, and the diverse spirit of its people. With a blend of modernity and tradition, the UAE has long been a crossroads of influence where Eastern and Western cultures converge. The region’s respect for tradition is reflected in its distinctive art, architecture, and, of course, fashion. The abaya, for instance, has long symbolized modesty and grace, yet the UAE’s rapidly evolving fashion scene is witnessing a fusion of traditional and contemporary designs, reflecting the nation’s progressive vision while honouring its roots.
Jellyfish Abayas adds to the region’s fashion scene by showcasing that the UAE’s modest fashion landscape is not only relevant but is poised to lead as a global fashion hub. With a bold, playful, and modern approach, we aim to push the boundaries of modest fashion, making it exciting and fresh. Jellyfish stands as an example of how the UAE’s rich cultural heritage can seamlessly blend with innovation, creating designs that appeal to a modern, fashion-forward audience. Our brand is helping to redefine modest fashion, establishing the UAE as a key player in setting trends, inspiring global conversations, and affirming the region as a growing powerhouse in the fashion world.
What’s next for Jellyfish?
The future of Jellyfish is incredibly exciting, as this is just the beginning of our journey. We have many ambitious plans lined up, and our goal is to push the boundaries of what’s possible in the fashion world. One area we are eager to explore is the integration of AI in fashion. We’re excited to see how technology can enhance creativity and design, allowing us to offer even more innovative, personalized pieces to our customers.
We are also focused on continuing to create distinctive, bold, and creative designs that stand out in the fashion world. As we move forward, our big goal is to be a leading contributor in the modest fashion industry. We want to make Jellyfish a global brand that empowers women everywhere, encouraging them to embrace their individuality and express themselves through fashion. Our vision is for every woman to experience the confidence and joy of wearing a Jellyfish piece, no matter where they are in the world.
