Australian fashion designer Abby Kheir builds global brand worn by celebrities and movie stars
Written by Tess Sanders Lazarus
Practically every budding fashion designer dreams about creating dresses that will be worn by movie stars and celebrities on red carpets all over the world. One Australian designer, Abby Kheir, made it her passion and life’s work, turning her dream into a reality.
Abby Kheir started her career in fashion as a young 21 year-old wanting to make her mark on the Sydney fashion scene. Today, Abby is an internationally acclaimed fashion designer whose designs are worn by the rich and famous including celebrities such as Kylie Jenner, Khloe Kardashian, Nicole Scherzinger, Sofia Ritchie, and many more.
Abby’s global fashion house business, Abyss by Abby, is an international success driven by her creative genius, energy and determination as the chief designer and CEO. Under her leadership and vision, the business has become a highly revered 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.”
Building an iconic brand
Abby started her glamorous brand by opening fashion stores in 1999 in Sydney under the name of Abyss. Originally sourcing other fashion designers’ designs, Abby realized that there was an opportunity in the market for the launch of a brand offering sexy, eye-catching, and iconic dresses. With little experience in fashion design, Abby taught herself the skill of design and dress making and got underway.
“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 850k followers and is growing by the day.”
Worldwide following of adoring fans
Women all over the world quickly fell in love with Abby’s designs, lapping up her bold designs, attention to detail, stunning fabrics and glamorous overtures. She transformed her mission of being ‘sexy’ into a multi-million dollar business.
Abby 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 centre 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.
Business ethos and growth
Abby acknowledges the key role her father played in her life encouraging her to pursue her dreams. “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 centre of 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 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.
Abyss by Abby is continuing to grow and expand. In 2021, Abby will open her her multi-million dollar architecturally designed office and studio in Sydney.
“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.