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Cannes 2022: The Beauty in the Black Veil – by Fatma Al Suwaidi

AUD student and Roger Hatchuel Academy alumnus Fatma Al Suwaidi discovers the link between poetry, marketing and the abaya

‘Resolve’, that was my capstone campaign topic. We had to examine this concept and interpret it using our skillsets, and the resulting solution was open. There were so many directions to explore but I wanted to take a personal approach.
A couple of years ago when I started wearing an abaya, the traditional robe-like dress, coloured abayas were considered to be against our religion. When it was proven that nothing in the religious texts says that they are forbidden, ‘flawed’ was the word used to describe them. I did not understand the reason and wanted to delve into it through my own research.
I came across an Arabic poem called ‘The Beauty in the Black Veil’, which talks about


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