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From Sydney To Hollywood, How Abby Kheir Built A Global Fashion Brand

How many fashion designers dream about creating dresses that are worn by celebrities all over the world? Plenty, but for one Australian designer, Abby Kheir, she made it her passion and life’s work, turning her dream into a reality.

Abby Kheir started her career as a 21-year-old wanting to make her mark on the Sydney fashion scene. Today, Abby is an internationally acclaimed fashion designer with the ear of celebrities like Kylie Jenner, Khloe Kardashian, Nicole Scherzinger, Sofia Ritchie, and many more.

Abby’s business, Abyss by Abby, is an international success driven by her energy and determination as the chief designer and CEO.  Under her leadership, the business has become a highly revered global fashion label with women aspiring to wear her designs all over the world.

According to Abby, she didn’t set out to be a fashion designer, but she fell in love with the industry and embraced the challenge, and she loves it. “It’s been an incredible experience to interact with fashion icons like Kylie Jenner, Sofia Ritchie, and Khloe Kardashian and see my dresses worn worldwide.”

Where it all started

Abby started by opening fashion stores in 1999 in Sydney under the name of Abyss. Originally sourcing other fashion designers’ designs, Abby realized that there were no quality brands with sexy, eye-catching, and iconic dresses. With her little experience in fashion design, Abby taught herself the skill.

“I learned fashion and design so I could sell the products that I wanted. I felt no other designer was fulfilling the vision I had in mind. I decided to take up the challenge and do it myself,” Abby adds.

“I identified the gap and opportunities in the market and realized that I needed to act quickly and decisively.  I named the business Abyss, then later changed the name to Abyss by Abby after I started designing my garments.”

 I then moved everything online, and from there, we have grown exponentially. Our Abyss by Abby Instagram page has over 800k followers and is growing by the day.”

Abyss by Abby

Abyss by Abby

Building the global following

Abby’s designs have a distinct and recognizable theme that has caught the attention of fashion icons worldwide. Abby has transformed her mission of being ‘sexy’ into a multi-million dollar business.

She believes that bold women need bold dresses. “I always had a passion for sexy clothing that grabs people’s attention. My clothing appeals to women who aren’t afraid to be the center of attraction. Women wearing my dresses want to make a statement.”

Women all over the world agree, and Abby’s designs have attracted a mass following of eager fans.

“My dresses transform you into someone that people can’t avoid noticing. That’s why my designs have caught the attention of icons like Khloe Kardashian and Sofia Ritchie,” Abby laughs.

Values that underpin success

“I credit a lot of my success to my dad. It would have been really easy for him to copy many other fathers in our strict Arabic community. But he didn’t. He was a firm believer that a woman can be a mother and have a successful career at the same time. I’ve used my dad’s motivation at every point in my career,” Abby explains.

Abby’s mission is to empower and elevate women. She wants women to stand out and carry themselves with the confidence they deserve.

“Women do not need to apologize for being the center attention or wearing something that makes them stand out. If you’re not comfortable with a strong woman wearing an eye-catching dress, that’s your problem,” Abby says.

In January 2020, Abyss by Abby launched its ‘Goddess Within’ range in Los Angeles, California. Khloe Kardashian, Sofia Ritchie, Larsa Pippen, and Madison Beer were all in attendance at the exclusive invite-only launch event.

“Women are goddesses, and every goddess needs a god-like dress,” Abby adds.

COVID hasn’t slowed things down for Abyss by Abby – sales are continuing to surge as more and more women discover Abby’s brand.

Brand Strategist | PR Specialist | Speaker | Board Advisor | Founder and MD of Invigorate PR

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