LESS ABAYS
نسعد بخدمتكم
Founded in Riyadh in 2020, LESS was created with a simple belief: true elegance begins long before
getting dressed.
We create timeless tailored abayas designed to accompany women through every stage of life beyond
seasons and beyond trends. Every piece combines refined tailoring, thoughtful details, and effortless
silhouettes that allow confidence to speak quietly.
At LESS, every collection begins with a story.
A woman.
A conversation.
A place.
A moment that leaves a lasting impression.
From these stories, each collection finds its own identity, its own name, and its own world.
We believe great design should never compete with the woman wearing it; it should simply allow her
to be herself.
Blooming Era is more than a new collection.
It marks a new chapter in the story of LESS.
Six years after the brand was founded, this collection celebrates the belief that growth is never linear, and blooming never happens at the same time for everyone. Every woman has her own season. Some bloom early. Others bloom later. But every journey is equally beautiful. The Blooming Era campaign follows two women from different generations, connected by one shared experience: becoming. One is still discovering herself. The other has found peace in who she has become. Although they stand in different stages of life, they share the same truth: “You are not late. You are simply blooming in your own time.” The collection is expressed through eight individual looks, each carrying its own name, personality, and story. Rather than following seasonal trends, every piece is designed to accompany women through different chapters of life, becoming part of their memories instead of simply their wardrobe. Blooming Era is not only about clothing. It is about growth. Transformation. And the quiet beauty of becoming who you were always meant to be
To create abayas that begin with meaning before form and intention before appearance pieces
shaped by a deep understanding of the woman, allowing confidence, authenticity, and timeless
elegance to exist without compromise.
To build a relationship with women that goes beyond the product one rooted in understanding her
needs and allowing every piece to become a conscious reflection of her identity, redefining quiet
elegance as a daily expression of confidence, privacy, and presence.
Every collection begins with an idea.
Every idea begins with a story.
We don't design for seasons. We design with purpose.
Before creating a piece, we think about the woman who will wear it.
How she moves.
How she lives.
How she wants to feel.
This is why we obsess over the details that may go unnoticed but are always felt.
Tailoring, proportion, movement, and balance are never accidental. They are what make every LESS
piece feel effortless to wear.
Because we believe the perfect fit is not only about measurements.
It's about how a woman feels the moment she puts it on.