WE SALUTE: Saudi Lingerie Maverick Reem Assad

reem

Saudi Arabia’s Reem Assad is a one-woman force for change.

A lecturer in banking and finance at Jeddah’s Dar al-Hekma Women’s College, she is a leading campaign to make life easier for women in this notoriously male-dominated society.

Here target: Women’s lingerie stores.

It appears as if nearly every female underwear store in Saudi Arabia is staffed by men, making it impossible for female customers to look over or — gasp! — try on undergarments before purchase.

Although a three year-old law mandates such stores have female staffers, this has not been the case.

Via Facebook and email, Assad is leading a campaign to finally staff lingerie stores with female tellers to make life just a drop less cumbersome for Saudi Arabia’s long-suffering women.

Mabrook!

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