Weaving Heritage and Sustainability in the Zero Waste Abaya
Written by: Amel Sisbane
Photography by: Marie-Josée Bédard
Behind every transformative idea is a visionary who dared to dream differently. For Reem Ghanem Alsulaiti, the designer of Zero Waste Abaya, the journey began with a profound respect for cultural heritage and a passion for environmental sustainability. Her inspiration came from a deep desire to honor the abaya’s cultural significance and the heritage of traditional handicraft, while reimagining it within a world grappling with climate change and resource scarcity.
Reem’s fascination with fashion design blossomed at a young age, during cherished moments spent with her grandmother. It was during those exchanges that she learned about beauty, elegance, and the art of selecting quality fabrics—lessons that would leave a lasting impression on her creative spirit.
Though her academic journey initially took her down a different path, with earning a degree in Management from Al-Ahlia University and a Master’s in Marketing from the New York Institute of Technology, her heart always called her back to her first love: fashion design.
In 2012, Reem took her first entrepreneurial step, founding Abbati, a modest atelier where she crafted abayas for her close circle. Her talent quickly gained recognition, and what began as a small passion project evolved into a thriving business. Yet, as her brand grew, so did her awareness of the immense waste produced by the fashion industry—a reality that deeply troubled her.
Today the global fashion industry finds itself at a crossroads, grappling with a profound sustainability crisis, at the heart of which lies the fast fashion model—a system built on the rapid, cost-cutting production of inexpensive clothing. A relentless cycle that fuels overconsumption, generates staggering waste, and leaves behind a trail of environmental, social, and ethical concerns.
The fashion industry's heavy reliance on water, energy, and chemicals during textile production has significant environmental and social consequences. Polyester production releases microplastics into oceans, synthetic dyes pollute water sources, and exploitative labor practices are common, especially in vulnerable regions. Moreover, many fast fashion brands remain opaque about their environmental and social impact.
The designer of Zero Waste Abaya is directly addressing these issues through her work, driven by her ingenuity, desire to make a difference and create a positive impact on the world around her. Her travels around the world in search of high-quality fabrics opened her eyes to the endless possibilities of sustainable fashion. With a newfound curiosity, she immersed herself in learning more about the practices and principles of eco-conscious design. From there, Reem embarked on a mission to merge her love for fashion with a commitment to environmental sustainability.
Her first significant step was embracing sustainable materials—linen, organic cotton, and recycled textiles became the foundation of her creations—and partnering with certified factories like Organic Cotton Colours Natural Thinking. Reem didn’t stop there, realizing the power of collaboration, she joined forces with like-minded sustainable designers to bring her vision to life. Together, they worked to craft a groundbreaking piece: the Zero Waste Abaya, a perfect blend of cultural heritage and environmental responsibility.
Reem, alongside her pattern fabric designers, meticulously crafted the abaya patterns with one ambitious goal: to ensure every inch of fabric had a purpose. The challenge was daunting. The abaya, with its flowing and fabric-intensive design, seemed almost impossible to adapt to a zero-waste approach. Yet, Reem’s determination never wavered. Through countless trials, adjustments, and a refusal to compromise on elegance, Reem and her team proved that with enough creativity and perseverance, even the most challenging designs could be reimagined to embrace sustainable practices. They started with simple designs, turning leftover scraps into embellishments or accessories of the abayas and then went above and beyond to create patterns for more innovative and complex designs.
“Designing an abaya sustainably is like solving a puzzle,” she says.
Outside of fashion, Reem strives to educate and inspire. She collaborated with Infantium Victoria to create a sustainability-themed board game, blending family fun with environmental awareness. She also hosts workshops tailored to non-professionals and industry experts, ensuring that her knowledge reaches diverse audiences.
In her ambition to raise awareness amongst customers, Reem created La Terre, a platform connecting shoppers with sustainable, certified brands. Through it, she offers timeless accessories and collectibles that honor both people and the planet, while encouraging mindful purchasing.
Her two brands, La Terre Luxury and La Terre Leisurewear, embody her commitment to sustainability, offering eco-friendly fashion while promoting conscious consumerism.
Through her experimental project, Art by Nature, she explores natural dyes and innovative techniques to transform waste into opportunities, demonstrating how fashion can lead the way in environmental innovation.
Her exhibition, set to take place on the 26th November 2024 in Msheireb Downtown Doha M7, a vibrant hub for smart and sustainable design blending modern architecture with Qatari heritage, perfectly aligns with the designer’s philosophy. It will showcase a collection of seven Zero Waste Abaya designs, accompanied by a library featuring one hundred of her certified sustainable material resources, fabrics and factories. For her, fashion is not merely about design—it is a legacy— one she expresses through a book containing her meticulously detailed patterns and instructions, generously shared to inspire and empower designers and students to embrace zero- waste principles. In keeping with the spirit of the event, zero waste catering will be provided by Evergreen, reflecting the commitment to sustainability in every detail.
Reem Ghanem Alsulaiti draws inspiration from historic zero- waste practices in traditional clothing, blending cultural heritage with modern innovative techniques to create garments that are as meaningful as they are beautiful.
Reem advocates for awareness as the first step toward change, using collaborations, workshops and her platform to educate consumers. She inspires others to join her in creating a future where every thread counts and every decision matters.
Reem’s Zero Waste Abaya, recognized both locally and globally, serve as a bridge linking cultural preservation and global sustainability, challenging stereotypes and redefining traditional clothing for a modern audience. Her work serves as a reminder that ethical fashion can be a tool for storytelling, advocacy, and systemic positive change leaving a lasting legacy for generations to come.
The Event
26th November, 2024, 5:30pm
Exhibition at M7
Msheireb Downtown
Abdullah Bin Thani St, Doha, Qatar
Instagram : zerowastedesignqatar
La Terre Luxury: https://laterreluxury.com/
Amel Sisbane
Founder & CEO of Planetera
Amel Sisbane is a sustainability expert with over 25 years of experience driving impactful change. Certified Climate Change Ambassador, LEED AP, and ESG leader, with credentials from Oxford University, the CSE, GBRI, and USGBC, she has managed high-profile projects that integrate innovation, environmental stewardship, and social responsibility delivering measurable results and long-term value for businesses bringing a holistic approach that bridges technical expertise, global sustainability goals, and local market needs.
Leveraging her multicultural, international and multidisciplinary expertise, Amel founded Planetera, a corporate sustainability consultancy. Planetera supports forward-thinking businesses to manage ESG risks and opportunities through tailored strategies that embed sustainability into their core business objectives leading to unlocking growth and resilience in an ever-evolving global economy.
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