AS REAL AS YOU

We got to spend time with family and reassess what was real to us, and what was just a distraction. We were able to keep our real connections, whether people or things, and shed away what wasn’t that important.

And we were able to witness real passion, real empathy and real understanding from people everywhere, as the world went through 2020 together.

The local online boutique, HIND, took on the “realness” of 2020 like everyone else, focused on what mattered to them and found happiness in the bright spots that shone through the stress. Khaled and Tasneem, the married couple behind HIND, saw a pattern of women emerging, stepping forward, and making their day brighter.

Sometimes it was just a social media message of support, and sometimes it was a movement to feed people in need in locked-down areas. Big or small, they found themselves feeling that maybe it wasn’t all bad, and the real spotlight should be on how real people were doing what they could to make a difference.

A brand that actually celebrates realness, whether through hand craftsmanship of fabrics and clothing, or the use of natural materials and dyes, HIND saw their brand values in the actions of these women, and wanted to share the inspirational stories of as many as they could. On these pages you see the latest campaign from HIND, which covers a myriad of inspiring women, from those fighting for a better education system for kids during Covid-19, to those who were instrumental in lobbying for domestic abuse laws to be enacted for the protection of women.

It was a true team effort to get these visual stories out in the world. Art direction and styling for the campaign was done by Amplified Eye Candy (@amplifiedeyecandy.co) and shot and edited by Abdullah Alsaleh (@iambooda_). And they teamed up with the sustainably minded Kayak4Kuwait (@kayak4kuwait) for the venue.

And that is as real as it gets.

Noor Alobaid AKA @noorthatbakes is a force to be reckoned with. She runs multiple NGO’s and community service organizations that target different groups and different social issues. During the curfew months she organized drives to provide food and basic needs to the hardest hit neighborhoods. Noor is wearing the Florence dress with Verde and Amata bangles.

Avid environmentalist, Dalal Behbehani started NAZ so that women could have access to luxury clothing without the need for excessive consumption. Here Dalal is wearing the Dhriti Tunic and Idika pants with the Big Blob earrings.

Duna Al Mashaan is an expert and advocate for early child education. Here she looks effortlessly chic in the Ju dress with Kay Slip dress inside and Banjara red necklace.

Ghalia Hayat, the mastermind and culinary genius behind the small batch artisanal ice cream brand OH G! is seen here wearing the Norah Jumpsuit with the Mustard Iris Necklace.

Art lover Betty (mom) and animal lover and veterinarian Tamara Qabazard (daughter) also love life. Betty is decked out in the Charlotte Dress with the Rika Scarf and Blue Iris Necklace while Tamara rocks the Liza Dress with Nia Scarf and Giada Turquoise Necklace.

This is a truly fabulous trio, from left to right Sundus Hamza, Sheikha Al- Nafisi and renowned artist Amira Behbehani are all accomplished in their own right, but together they founded Abolish 153 an advocacy campaign group that is reshaping legislation in Kuwait. Sundus is wearing the V Kul dress with V Kul Dhoti pants with Afri coin necklace. Sheikha is in the Argon tunic and Void pants with Zuha necklace. Amira is in the Gradient dress with the Quotient 20 pants.

Sama Alwasmi is an established powerhouse in the world of luxury fashion and founder of slow-fashion label Dear Nin. She shows us how to rock the Asami Cape and pairs it with the Noemi and Zeta Necklace for instant glam!

Sisters Sarah and Basmah Boodai are co-founders of Montessori-based preschool Leap and passionate about education and the wellbeing of their students. Sarah is dressed in the Indy Circular shirt dress with the Eryka jacket and Blue Iris Necklace, while Basmah is in the Indira Circular shirt dress under the Sunniva Jacket and the Giada necklace. We can learn a thing or two from these edgy outfits.

Shouag Hayat is an artist who can wear many hats, from art direction to styling and visual merchandising. She definitely looks like a pretty portrait in the Ava Slip dress along with the Oda scarf and Afri and Zuha necklace.

Hind Alkhatrash is into a lot of things like fitness, aerial circus arts, and environmental sustainability. And she looks fabulous in the Mirai shirt paired with the Chiasa Hakama trousers and accessorized with the Noemi and Zeta Necklace.

Xeina Almusallam is an art director, photographer and content creator. She is also bringing thrifting to Kuwait with Odettes Closette. Xeina is seen here wearing the Malena dress with the Girja Necklace.

Learn more about each woman’s inspirational story on @hind.clothing on Instagram, or check out the handcrafted, sustainable and ethical fashion outfits seen here on hindclothing.com

Fashion