DoBuy- The Fabric of Faith — A silent evolution that uses cultural armory of design as a vehicle of change; shared through the first person stories of three Emirati women, Zahra M, Rabia M and Deeya N as they take on a journey to launch national brands in their homeland, UAE. Seeking to erase the socio-political baggage shrouding their veiled canvas, refusing the servitude of ‘imported solutions’; they demand equal opportunities in their mail-a-minute city. Seeking to reshape their culture identities being bleached brand-brag-tag; they use “moderation” as their guiding staff-at a time when their nation is buffeting economic turmoil, and the world faces rising radicalization-they represent the new face of Modern Arab Woman