Israa Allaf

I build markets, not just brands. I’m a Saudi-born founder and creative director who launched The Untitled Project at 19 years old and have built it full time for eight years as a self-funded entrepreneur. The brand reshaped the positioning of the abaya; reclassifying it into destination resortwear through psychology-led design, original print storytelling, and sustainability embedded into operations. Recognized through Saudi 100 Brands (Ministry of Culture, Fashion Commission), showcased at Milan Fashion Week 2023 and Mexico Fashion Week 2024, and nominated for Sustainable Brand of the Year 2024 by the Saudi Fashion Commission. The brand has also partnered with leading institutions including Al Rajhi Bank, SNB, ANB, SAB, and Vision Bank, and entered premium travel retail through Chalhoub Group’s Greenhouse accelerator, expanding into Jeddah Domestic Airport. Personally, my work has been featured across Marie Claire Arabia, Arab News, Hia Magazine, Destination KSA, and About Her, with additional visibility on Vogue Arabia and Harper’s Bazaar Arabia social platforms. I was nominated for the Entrepreneurship World Cup by Misk Global Forum (2019), selected as a U.S. Embassy nominee for the IVLP Fashion Entrepreneurship Program (2025), and nominated for the SCAD Textile Techniques Workshop in collaboration with the Saudi Ministry of Culture’s Fashion Commission and SCAD School of Fashion. I also completed ITP x NEOM journalism and PR training. My work sits at the intersection of narrative strategy and commercial execution, with direct experience across digital commerce and multi-channel ecosystems. I partner with founders and marketing teams to refine market positioning, optimize team direction, and align tactical output with measurable business outcomes. Hiring or scaling your marketing team? I provide no fluff monthly consultations that pinpoint what’s holding a brand back and lay the groundwork for real growth.