LOVAH BY FATIMA: limited edition abayas launched in collaboration with four prominent women in Qatar for Breast Cancer Awareness Month

LOVAH BY FATIMA: limited edition abayas launched in collaboration with four prominent women in Qatar for Breast Cancer Awareness Month

Qatar Living
By Qatar Living

Qatar-born creative Abaya brand, LOVAH BY FATIMA, has launched a range of exclusive abaya designs inspired by four of the country’s trailblazing female influencers. Spearheading the local fashion scene in advocating for Breast Cancer Awareness month, LOVAH BY FATIMA will be donating 50 percent of proceeds from this beautiful collection to the Qatar Cancer Society.

With a strong commitment to original and valuable CSR initiatives, LOVAH BY FATIMA is a staunch supporter of the annual campaign which aims to educate and inform the population on breast cancer amongst women.

For the month of October, LOVAH BY FATIMA chose four influential female figures to collaborate with and convey the brand’s message of hope and support for women currently undergoing breast cancer treatment and those who are in remission.

Driving the collaboration forward are four women from different walks of life who have become strong leaders in their respective fields. Sharing messages of strength and perseverance, each woman stands out for her own dedication to her area of interest and passion.

The first abaya is made for Amal Ameen, Qatari visual artist, interior designer, and fashion executive. As a celebrated entrepreneur, LOVAH BY FATIMA created a beautiful abaya in collaboration with Amal. The palette sees a gentle off-white fabric adorned in elegant pink stonework, bridging the significance of Hope with the color of Breast Cancer Awareness month.

Founder and designer, Fatima Asad, shares, “This abaya represents the notion of strength and determination. The off-white signifies keeping faith whilst the use of stone over embroidery connotes power and fortitude.

“The design calls to the inner voice and self-belief that many cancer patients need help to discover,” she continues. “It is our responsibility as a community to support cancer patients and survivors to find, and to always remember, the power within them. The power to fight and overcome this disease.”

Amal also fervently believes that raising awareness of breast cancer is vital. “Nowadays, we have great technologies so women who fight breast cancer have a higher chance of being cured if it is diagnosed on time,” she says. “For me, to showcase support is very important because I know I am collaborating with my community to spread the word and this will hopefully encourage others to do the same.”

LOVAH BY FATIMA pursues its brand ethos of unintentional inspiration meets human nature, with a design for world-renowned youth activist, Dana Khalid Al-Anzy. This abaya sees intricate white and pink stonework and beading stitched in varied circular patterns on off-white fabric.

The thought process behind this abaya is one that aligns with LOVAH BY FATIMA’s key brand philosophy of keeping a positive attitude. Each circle on the abaya represents a woman with cancer. She is unique with her own identity and her own healing journey.

However, each one of the circles connects with another, and this link reflects the real-life connection that all women have in the drive to support and fight breast cancer. Where the circles join is a representation of a community of strong women who build each other up. It is a reminder that there is strength in unity, and we each have the potential to inspire willpower and resolve for cancer patients and survivors.

When it comes to raising awareness of breast cancer, Dana says, “Awareness surrounding breast cancer is incredibly important as early detection can catch the disease when it is most treatable. And this can provide hope.

“However, ensuring that economic and gender-based disparities are accounted for when health services are provided to women in low-and-middle-income countries (LMICs) is vital. The UN Sustainable Development Goal 3 focuses on good health and well-being, which aims to promote healthy lifestyles, preventive measures and modern, efficient healthcare for everyone,” she adds.

“Inclusive support for breast cancer detection must be systematically adopted worldwide, and this starts with us as young activists and women.”

LOVAH BY FATIMA’s outstanding craftsmanship and relaxed flair is championed in the abaya created for Nada Zeidan, archery champion, rally driver, and two-time Olympic torchbearer. This off-white and sophisticated pink stonework design is the embodiment of clarity and opportunity. As life throws obstacles your way, stand up with all of your strength, face the problem, accept it, and do all that’s within your power to overcome it. It is an emblem of chance and grit to live life as a gift.

Speaking of the significance of the campaign, Nada says, “Awareness surrounding breast cancer is incredibly important as early detection, often through screening, can catch the disease when it is most treatable.

“According to the American Cancer Society (ACS), breast cancer is is the second leading cause of cancer death in women, therefore more awareness will help to prevent both younger and older women from the negative effects of breast cancer and inevitably decrease death rate,” she adds.

The final collaboration sees LOVAH BY FATIMA teaming with certified health coach and nutritionist, Noora Al Kuwari. Also in a crisp off-white fabric, this time the pink stones are decorated to show the tracking of heart rhythms, with a wave-style design inspired by the recordings on a Holter monitor. The stronger your heartbeat, the calmer and more consistent your cardiac health will be.

This abaya design is a reminder that as long as your heart is beating, you can still fight and out-live any disease, especially breast cancer if it is detected early. It is also a token of resilience for breast cancer patients and survivors to live their lives to the fullest and achieve anything they dream of.  

“As a health influencer, I find it at the core of my work to raise awareness about health issues in general, and women’s health especially,” Noora shares. “Specifically, breast cancer. With all available support and health care options available today for women, I find it my responsibility to highlight and share what’s out there in alignment with my values.”

Staying on the path of values, and alongside raising awareness for breast cancer, Noora is also devoted to changing the narrative when it comes to the foods that contribute to the cause of breast cancer. She is driven to promote a healthier alternative of sugar-free and gluten-free foods, ensuring that people understand the importance of what they decide to put into their bodies.

Noora’s advocacy stems from one of the most popular breast cancer awareness activities that take place in Doha, and around the world, every October - High Tea. With a goal to educate and change the status quo of super sugary high teas which aim to raise awareness of breast cancer, Noora proposes a healthier option as sugar is one of the main factors that could lead to the disease.

The solution? A transformed High Tea that is just as delicious as it is good for you in a partnership between Noora and Mandarin Oriental, Doha.  The gastronomic collaboration is the first step in promoting more health-conscious choices when it comes to the indulgent afternoon activity.

Dedicated to using sugar substitutes such as local Qatari Honey, the delectable High Tea is hosted at Mandarin Oriental, Doha’s elegant Baraha View Suite, offering the best view of the town square. At the helm of the innovative High Tea, is the hotel’s Executive Pastry Chef, Lucas Bonnaud, who customized the epicurean experience. Chef Lucas brings his exciting style and classic skills in creating delicate pastries and fine French desserts to this delightful and delicious foodie treat.

Chef Lucas, says, “The most important aspect of my job is to cater to the needs of our guests, focusing on the simplicity and uniqueness of every ingredient.

“Creating specialty French Patisserie with a healthier twist by adding our own natural Qatari honey called Malika as an alternative to refined sugars enhances a classic dessert with unique accents of local flavors,” he adds.

“When we talk about Breast Cancer Awareness, we often neglect the importance of food in preventing sickness and improving our health,” Noora explains. “This specially curated healthy-sugar and refined flour menu aims to eliminate the dietary factors that tend to contribute to cancerous cells.”

More than just stylish silhouettes and unparalleled artistry, LOVAH BY FATIMA is spreading its signature touch in the wider community to help make a difference and encourage support exactly where it is needed.

Shop LOVAH BY FATIMA’s exclusive four-piece collection throughout October. Visit their Instagram at @lovahbyfatima for more information.

From each purchase, 50 percent will be donated to Qatar Cancer Society, whilst 10 percent of all proceeds from regular collection purchases will also be donated towards the cause.

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