Qatar-born creative Abaya brand, LOVAH BY FATIMA, 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% of proceeds from the beautiful collection to Qatar Cancer Society.

A message of hope and support

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 about 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.

Amal Ameen: Hope 

The first abaya is made for Amal Ameen, a 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 colour of Breast Cancer Awareness month.

LOVAH BY FATIMA founder and designer Fatima Asad shared that the 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. She said that the design calls to the inner voice and self-belief that many cancer patients need help to discover.

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 diagnosed on time. For me, showcasing 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.

Dana Khalid Al-Anzy: Positive attitude 

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.

LOVAH by FATIMA 3The 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 that 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, she said that we should ensure that economic and gender-based disparities are accounted for when health services are provided to women in low-and-middle-income countries. 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.

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

Nada Zeidan: Clarity and opportunity  

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 on the significance of the campaign, Nada said that awareness surrounding breast cancer is incredibly important as early detection, often through screening, which can catch the disease when it is most treatable.

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

Noora Al Kuwari: Healthy heartbeat 

The final collaboration sees LOVAH BY FATIMA teaming with a 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 outlive 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, Al Kuwari said that the core of her work is to raise awareness about health issues in general, and women’s health especially. 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 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.

MO High TeaChef LucasWith a goal to educate and change the status quo of super sugary high teas 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 partnership between Noora and Mandarin Oriental, Doha. The gastronomic collaboration is the first step in promoting more health-conscious choices when it comes to indulgent afternoon activity.

Dedicated to using sugar substitutes such as local Qatari honey, the delectable High Tea is hosted at the elegant Baraha View Suite. At the helm of the innovative High Tea is the hotel’s Executive Pastry Chef Lucas Bonnaud, who customised 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.

According to Chef Lucas, creating speciality French patisserie with a healthier twist by adding natural Qatari honey Malika as an alternative to refined sugars, enhances a classic dessert with accents of local flavours.

Noora explained that people often neglect the importance of food in preventing sickness and improving health. She said that the specially curated healthy-sugar and refined flour menu aims to eliminate the dietary factors that tend to contribute to cancerous cells.

LOVAH BY FATIMA: Helping make a difference 

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.

LOVAH by FATIMA 2

LOVAH BY FATIMA’s exclusive four-piece collection is available throughout October. Visit their Instagram page – @lovahbyfatima – for more information. From each purchase, 50% will be donated to the Qatar Cancer Society, whilst 10% of all proceeds from regular collection purchases will also be donated towards the cause.


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