The UAE Dress Code campaign was started by Asma Al Muhairi & Hanan Al Rayes - two Emirati women initiated the campaign out of disgust at the sight of foreigners dressed in "inappropriate" attire.
It's one of the two campaigns that started in the Gulf countries of UAE and Qatar that aimed to spread awareness in their expatriate communities on dressing attire that went against the twain's culture. Both the campaigns aims at educating rather than enforcing decent dressing.
The Qatari campaign "One of Us” was started by Najla Al Mahmoud.
Most local women in both countries wear the abaya.
References
UAE Dress Code Wikipedia(Text) CC BY-SA