When they launched in Saudi Arabia, online retailer Tinker Tailor selected Marchesa and John Brevard as their fashion partners. Abcd was asked to create a launch event (concept, branding and event organizing), which would both introduce them to Saudi customers and also inspire Saudi fashion talent with regard to industry possibilities. The selected location was outside Riyadh, on the edge of a canyon colloquially known as ‘Edge of the World’, and the atmosphere reflected a typical desert picnic. The fashion was presented against the most stunning backdrop, and the day coincided with International Women’s Day. As the sun set the internationally renowned designers were introduced to Saudi women, many of whom had been invited because of their entrepreneurial achievements. Food was served by brands founded by Saudi women and the all-female influencers in attendance were given opportunity to post about the event, the female fashion designers and food entrepreneurs.