CAS Abaya's #WearHope Campaign: Fashion with a purpose for humanitarian aid

Dubai: Crystal Abaya Studio (CAS), a high quality abaya brand in Dubai, has announced the expansion of its humanitarian initiative, #WearHope, a campaign dedicated to transforming every abaya purchase into meaningful support for communities in need.

Throughout this month, CAS Abaya is donating Dh10 from every order to the Emirates Red Crescent in support of humanitarian relief efforts in Gaza and other affected regions. The initiative has already raised Dh5,530, with the goal of reaching Dh10,000 in contributions.

“Every abaya we create carries more than fabric and design; it carries a message of empathy and resilience,” said Maryam Karim, CEO of CAS. “Through #WearHope, we want to remind our community that what we wear can stand for something greater. Each order represents a small but powerful act of hope, and our customers are an essential part of this mission.”

CAS Abaya has built its reputation not only through its strong design identity but also through its commitment to ethically minded practices. The brand’s growing base of loyal customers, reflected in more than 5000 positive reviews from women around the world, highlights its influence within the modest wear industry. CAS continues to drive a shift toward conscious consumption by ensuring that craftsmanship, sustainability, and social responsibility guide both its creative and operational decisions.

In October 2025, the brand successfully completed its Support Women Fighting Breast Cancer campaign, raising Dh8680 for the Emirates Red Crescent. Proof of donation and detailed impact updates were publicly shared, underscoring CAS Abaya’s dedication to transparency and genuine charitable impact. With #WearHope, the brand extends that same commitment, using its platform to bring attention to urgent humanitarian needs and to empower customers to contribute through everyday choices.

“Our mission has always been to make modest fashion meaningful,” Karim explained. “From empowering women to preserving craftsmanship and reducing waste, everything we do is intentional. We guide our customers to look beyond appearance and recognise that every purchase can extend compassion.”