Rasha Bilal

Luxury Abayas in RIYADH

Case Study: Rasha Bilal Bringing Riyadh Luxury Abayas to London

Overview

The Challenge Rasha Bilal had strong brand equity in Saudi, but needed a London-ready presence that still felt unmistakably Riyadh: elevated, modest, fashion-forward without losing cultural authenticity. The goal was to introduce the brand to a luxury audience in London and build early demand before scaling.

Objective
To successfully introduce Rasha Bilal to the London luxury market, building brand authority, demand, and qualified interest while maintaining its Riyadh luxury identity.

‍Our Approach
We positioned Rasha Bilal as a luxury export, not a new brand leading with craftsmanship, premium materials, and exclusivity. The strategy focused on high-end storytelling, London-appropriate styling, and a controlled launch funnel designed to attract serious buyers and stockist interest.

We delivered a full luxury market positioning strategy to support Rasha Bilal’s UK expansion, underpinned by a content approach that highlighted premium materials, movement, and fine detail. Instagram Stories and Reels were used to educate the audience and drive conversion, supported by VIP interest capture aimed at London-based customers and stylists, alongside influencer and community-led visibility within the modest luxury space. As a result, the brand saw increased clarity and perceived value within weeks, strong inbound DM enquiries from both London and GCC-based UK audiences, high-intent sign-ups driven by exclusive VIP access, above-average Story engagement through saves, replies, and shares, and clear positioning of Rasha Bilal as a London-ready luxury abaya brand ahead of physical activation.

Our team led and directed luxury content shoots in Riyadh, capturing Rasha Bilal at source to preserve the brand’s authenticity and craftsmanship. The shoots focused on fabric quality, movement, and silhouette in natural motion, creating high-end visual assets that translated seamlessly to a London luxury audience. By grounding the brand’s content in its Riyadh roots, we reinforced heritage and credibility while producing elevated imagery and video used across Instagram Stories, Reels, and launch communications to support international growth.

★★★★★ 5.0 Rating • Verified Reviews