As the Arab fashion industry continues to develop, local brands are taking their campaigns to the next level, producing films and photo shoots that capture their identity, while laying bare their boundless imagination. Here are five recent fashion campaigns chosen for their great creative prowess by FTA’s creative director Mélanie Dagher.
Named the Her-itage Collection and starring Lebanese dancer Yousra Mohsen, the latest campaign by Lebanese shoe designer Andrea Wazen is directed by Nader Moussally. It’s a daring, modern, innovative way to showcase footwear.
The film for Lebanese designer Hussein Bazaza’s spring/summer 2021 collection presents a surreal world, in which the fashion designer lays bare the mental health issues faced by Beirut residents after the August 4 blast. The campaign is directed by Samir Syriani and stars model Zeina Farhat, who is also Bazaza’s muse.
The latest campaign for Bilal Fellah’s Morrocan eyewear label, Port Tanger, was created in a most singular manner, with words appearing on still images. Photographed by Bibi Borthwick and styled by Carlos Nazario, under the art direction of Daniël Sumarna, the campaign stars Moroccan-British Model Nora Attal, who is invited to reflect on her relationship with Morocco.
Titled An Ode to the Old World and directed by Elie Fahed, Salim Azzam’s latest campaign is a thing of beauty. The fashion designer uses his native Lebanon’s rich culture to present a unique take on Lebanese traditions. Relating the wedding of a young woman, the campaign features Lebanese models and highlights the designer’s fall/winter 2021-22 collection.
Moroccan lifestyle brand Zyne’s latest campaign features their Home Line collection of slippers, designed to be worn at home for maximum comfort. Directed by Amira Azizi, the film is a dazzling cinematic extravaganza that brings to mind Sopfia Coppola’s 2006 caper “Marie Antoinette.”