JEDDAH: A leading Saudi fashion designer has released a short filmcelebrating the changing role of women in the Kingdom.

The film, entitled “sa’aqood,” or Arabic for “I will drive,” was producedby Hatem Al-Akeel, founder and creative director of the Toby label. Ithighlights women’s ability to drive and lead, both physically andmetaphorically.

Al-Akeel has been showing support for women’s empowerment through hisinnovative designs for some time.

“The driving concept is very symbolic,” he said.“Seeing a woman drive shows how we’re heading toward a more progressive andmoderate Saudi Arabia. Women now are more empowered and are moving forwardwith respect to the culture and traditions.

“My whole ethos has been to show the tremendous potential and capabilitiesof Saudi Arabia. The video’s message is to empower women and also show thelevels of excellence, luxury and sophistication Saudi women can strivefor,” he said.

The video features Saudi entrepreneur Bayan Linjawi, co-founder of BlossomMENA, an online platform that promotes technology entrepreneurship in theKingdom.

“It’s not about driving a car, it’s about having the choice as a woman toparticipate in social, economic and political activities. It’s steeringone’s life,” said Linjawi.

The video sends a message that women are ready to take on leadership rolesand tackle any challenge.

“I am a firm believer in creating messages, and they have always been thatSaudi Arabia can hold its own against any culture — we have so much tooffer,” said Al-Akeel.

The fashion founder wants to show the positive side of tradition withdesigns that have transformed the common abaya into a style statement, forexample.