For some people, fashion begins with formal training. For others, it starts much earlier through creativity, emotion and the way they see the world. For the founder of BY HAÓ, Hessa Abdullah Al-Obaid, the journey into fashion was not direct. After studying Information Systems and building a career in technology and research, she discovered that her passion had always existed elsewhere, in colour, fabrics, visual storytelling and the emotional connection clothing can create.
Today, BY HAÓ reflects that unique combination of structure and creativity. Inspired by art, travel and the timeless beauty of Italy, the brand brings together refined craftsmanship and feminine design. Working closely with specialist artisans in Como, the founder has created a label that focuses not only on clothing, but on creating collections that feel expressive, elegant and personal.
Here, Hessa shares her journey from a career rooted in technology and research to founding BY HAÓ, the moment she chose creativity over convention and how trusting her instincts helped shape a brand built on intention, craftsmanship, and self expression.
What’s your educational background?
I studied Information Systems and spent almost a decade working within the technology and research field, which feels worlds away from fashion on the surface, but in many ways it shaped the way I approach BY HAÓ today.
Working in tech gave me a very strong sense of discipline, structure and attention to detail. At the same time, I always felt there was a creative side of me that wasn’t being fully expressed. Fashion had always existed quietly in the background of my life — not simply as clothing, but as something emotional and deeply connected to identity and self-expression.
Over time, I realised I was naturally far more drawn to fabrics, colour, silhouette and the feeling clothing can create than the highly analytical world I was working in professionally. I think the contrast between those two worlds ultimately shaped BY HAÓ in a unique way.
What was your favourite subject at school?
Definitely art. I loved painting, especially oil painting, and was always drawn to colour, composition and visual expression. I even had a small exhibition at school where some of my paintings were displayed, which is still a memory that stayed with me.
Looking back now, I think that creative instinct was always there long before fashion became part of my career.
What was your first job?
My first role was within the IT and research field, which taught me a huge amount about structure, precision and discipline.
Although creatively it was very different to fashion, I think that experience still influences the way I run the brand today. There’s a balance within BY HAÓ between emotion and structure, softness and precision, which probably reflects my own background quite naturally.
What inspired you to enter the fashion world?
Fashion was always something very emotional and instinctive for me. Even before BY HAÓ, I approached dressing almost like storytelling. I loved the idea that what you wear can completely shift your mood, confidence and presence.
I’ve always been fascinated by brands such as Oscar de la Renta, Zimmermann and Erdem because they create entire worlds around their collections. It’s never just about the clothing — it’s the atmosphere, colour, emotion and craftsmanship behind it all and what it took to get to that final moment of wearing a particular piece.
Art also played a huge role in shaping my aesthetic from a young age. I loved painting growing up, and I think that naturally influenced the way I approach my design process with BY HAÓ through use of print, colour harmony and silhouette today.
Having travelled many times to Italy it naturally became one of my biggest creative inspirations over time. I was deeply inspired and moved by its architecture, craftsmanship and cinematic beauty. The faded stone buildings, terracotta tones, historic villas and hidden courtyard gardens. It felt romantic in a very effortless way.
That connection is ultimately what led me to begin BY HAÓ’s manufacturing journey in Italy. We work closely with specialist artisans and ateliers in Como, a region internationally renowned for luxury textile and print craftsmanship, and that level of artistry feels incredibly aligned with the world I wanted to build for the brand.
What are the key elements of your role?
I’m involved in almost every creative aspect of the brand, from the initial concept and moodboards through to fabrics, print placement, fittings, styling and campaign direction.
I can become extremely obsessive over details because I genuinely believe those details are what give a brand identity and longevity. Sometimes I’ll spend hours adjusting the scale of a print or refining a particular tone because even the smallest change can completely shift the feeling of a piece.
For me, BY HAÓ has never just been about designing clothing. It’s about creating an entire feeling around each collection, almost like creating a wearable piece of art. My background in painting and visual expression still influences the way I approach colour, print and silhouette today, and I think that artistic perspective naturally lives within every design.
Talk us through your daily routine.
No two days are ever the same, which is something I genuinely love about building BY HAÓ.
My mornings usually begin quite quietly with coffee, music and time to reflect or gather inspiration before immediately going into emails and meetings. I think creativity becomes difficult when your mind feels overstimulated.
A large part of my day is spent overseeing different areas of the brand from design development and fittings through to production updates, campaign direction and communication with our Italian partners in Como.
I’m also constantly collecting inspiration from everyday life, whether through travel, architecture, interiors, nature or even certain colours and emotions. My creativity is deeply connected to the way I experience the world around me and it is what shapes BY HAÓ.
What advice do you have for anyone looking to follow in the same footsteps?
I think one of the most important things is to build something that genuinely reflects who you are as an individual rather than trying to follow every trend or imitate what already exists.
Fashion is such a saturated industry, and people connect most deeply to brands that feel personal, distinctive and emotionally genuine.
I also believe patience is essential. Building a brand takes time, resilience and consistency. The creative journey is never linear, but staying connected and true to your vision is what ultimately gives a brand longevity.
What are the pillars that define BY HAÓ?
Craftsmanship, femininity and intentionality are probably the three pillars that define BY HAÓ most strongly.
Quality is something I never compromise on. Every collection is developed alongside specialist Italian artisans and ateliers in Como, with a strong focus on fabrication, finish and construction.
We also place a strong emphasis on natural fabrics throughout the collections, with many pieces crafted from 100% linen and 100% silk, which feels increasingly rare within the ready-to-wear space today. I’ve always believed true luxury begins with craftsmanship, exceptional materials and attention to detail.
At the same time, I’m deeply interested in the emotional side of dressing — how clothing can make a woman feel elegant, expressive and confident without appearing overdone.
What do you think makes BY HAÓ unique?
I think BY HAÓ exists in a very interesting space between Riyadh and Italy.
As a Saudi founder, it was important to me to create a ready-to-wear brand that felt globally relevant whilst still carrying femininity, softness and a strong visual identity. At the same time, every collection is crafted alongside Italian artisans in Como, which brings an exceptional level of craftsmanship and textile expertise to the brand.
What’s also very important to me is creating collections that feel versatile and inclusive in the way women choose to wear them. Some women are naturally drawn to more coverage and understated elegance, whilst others feel confident embracing stronger silhouettes or showing more skin. I never wanted BY HAÓ to feel limited to one type of woman or one region — the intention has always been to create pieces that resonate internationally whilst allowing women to express their femininity in a way that feels personal to them.
I also think there’s a softness and romanticism to BY HAÓ that feels very personal. The collections are inspired by travel, architecture, art and a feeling rather than trends alone.
What are your favourite products from the brand?
We’ve just launched our newest collection, Jardins de la Cour, which was inspired by the grandeur of historic European palace gardens, old-world romance and the atmosphere of long summer afternoons within hidden courtyards and botanical estates.
From the collection, I would probably say the Regina Maxi Dress, the Lucine Bell Sleeves Dress and the Elina Midi Dress in Cornflower Blue.
The Lucine Bell Sleeve dress feels incredibly cinematic and feminine to me. There’s something regal about the silhouette, particularly the pinched in waist and dramatic sleeves, whilst still feeling soft and wearable at the same time. I also love how the collection balances occasion dressing with versatility — these are pieces designed to feel just as beautiful worn to weddings, summer events and destination occasions as they do styled more effortlessly for daytime moments.
What is the best piece of advice you ever received?
Probably to never build something purely around trends or quick success.
I’ve always believed the most beautiful things whether in fashion, art or design — are the things created with patience, craftsmanship and with a strong sense of identity.
And what is the worst?
Probably to never build something purely around trends or quick success.
I’ve always believed the most beautiful things — whether in fashion, art or design — are the things created with patience, craftsmanship and a strong sense of identity.
What has been the biggest challenge you had to overcome?
One of the biggest challenges has definitely been balancing creativity with the realities of building and growing a business.
Fashion for me is such a creative and emotional outlet, but behind every collection there’s also an enormous amount of structure, production, logistics and decision-making happening constantly behind the scenes.
At the same time, launching a globally positioned ready-to-wear brand from Riyadh whilst manufacturing in Italy came with its own complexities, but I also believe that combination is one of the things that gives BY HAÓ its identity today.
What are your goals for the future?
Looking ahead, my vision for BY HAÓ is to continue building a globally recognised luxury ready-to-wear brand with a strong identity and distinct visual language. I would love to see the brand expand internationally and eventually sit alongside some of the world’s leading luxury ready-to-wear names within major global retailers.
I’m also deeply inspired by the natural beauty of Saudi Arabia, and it’s something I hope to explore more through future collections. From AlUla and Wadi Lajab to the coastline and lavender fields, there is such extraordinary visual richness here. I feel very connected to the idea of interpreting the beauty of my own country through BY HAÓ’s artistic language, while ensuring the brand never loses its craftsmanship, intimacy and sense of soul as it grows.
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