Sawwad is a character driven fashion brand, built on the latest hi-tech and sustainability methods.

It introduces a new breed of fashion companies born out of the changes in the current socio-economic needs. The brand’s mission is to create a digitally influential fashion universe which transforms the way of promoting Middle Eastern design via AI/AR technology built around an Arabian Sci-Fi comic storyline journey through powerful illustrations, sustainability messages, cutting - edge tech and music – all interacting simultaneously with the end user to create a cohesive universe.

The founder, Salma Awwad is the first Arab Editor In Chief of Harper’s Bazaar Arabia, with 20 years of experience working with some of the biggest names in the luxury and design industries.

She was responsible for the ground-breaking covers featuring three generations of the Kardashians, Nadine Labaki’s reflections of an Artist, & Will.I.am standing alongside 2 Arab Woman who lead the AI industry globally - titled “Robotics Revolution” - where she led her team towards pioneering the discussion in the luxury media industry around the dialogue between man vs. technology and sustainability in the Middle East.

A graduate of New York’s Parsons School of Design, she went on to work as a fashion designer for some of the world’s leading design houses in New York, including Ralph Lauren, Giorgio Armani, Alexander Wang and Narciso Rodriguez.

Her wealth of fashion expertise inspired her to create and locally manufacture Sawwad, an experimental 3D capsule collection focusing on the future of fashion and redirecting the language of fashion start-ups in the region.

Shifting from the corporate lifestyle to the reality of being a passion entrepreneur, her versatile background strongly places her as a thought leader in the Arab Fashion Industry, with immediate access to a global celebrity network and collaborations with industry leaders.