Thana and Sakhaa are the Saudi sisters who have become best known for their growing 80,000 followers on Instagram.
But they’ve quite rightly decided to venture out beyond social media. The Abduls, (as they’re known to their following) have launched their first brand, Coded Nation.
The project initially began as an online boutique, which put a spotlight on emerging designers and up-and-coming brands from the region. But it was only a matter of time before the sisters imprinted their DNA into their very own brand.
In a statement, the duo claim that Coded Nation stands for “the freedom of expression” and a new way of life for young Arabs.
For their latest collection, they partnered up with young Saudi artists to bring their vision to life. According to them, the collection is an ode to the region’s youth. “For the uncertain moment we’re living through,” they explain, referring to the unprecedented changes currently taking place in Saudi Arabia, “This collection represents feelings, identities, visions, and communication issues.”
The artists they’ve partnered up with are some of the youth currently shaping the region’s creative scene. They’ve plucked two Saudi artists named Nasser Al Angari and Naif Shuaibi from relative obscurity to create the collection. As for the lookbook, it was shot by London-based Kuwaiti photographer Munirah Al Mehri and styled by Saudi stylist Latifa Bint Saad.
To celebrate the launch, Coded Nation has also put together a campaign dedicated to Riyadh, shot by Saudi photographer and director Hayat Osmah. The campaign coincides with a pop-up in the Saudi capital at the I, and the Village boutique.