What We Are Buying Today: WE CRE8

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Updated 12 June 2022
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What We Are Buying Today: WE CRE8

  • WE CRE8 is a department store for local designers

Concept stores have become a common sight during the Jeddah and Riyadh seasons, with several malls also hosting them to support local businesses.

The WE CRE8 concept store, which was founded in 2019, has attracted a lot of attention for its presence in the seasons and its commitment to advancing Saudi fashion.

“WE CRE8 is a department store for local designers. It is a place to share passions for talent, art, and fashion, and what makes WE CRE8 different is that we believe in empowering local designers,” Nofa Alhazzani, WE CRE8 marketing and social media senior specialist, told Arab News.

“The sole purpose of WE CRE8 is to help local brands grow their businesses by providing them with stores in premium locations, a world-class sales team, an online platform to reach the world, marketing and photography services, a customer service team, logistics management solutions, and most importantly, the love and care for their brands.”

WE CRE8 offers a space for any local business, whether they are in jewelry, fashion, perfumes, accessories, and plenty of other products. Its purpose is to take local Saudi style to new levels.

The store participated and opened its doors to visitors in Riyadh Season 2021 and Jeddah Season 2022, and will be present in future editions of the festivals.

What makes WE CRE8 unique is the interior design of the space that displays products in a fashionable way and puts a spotlight on the pieces.

“The visitors were impressed by the level of work we provide for local designers, we believe in what those designers have to offer, and we want to show this to the world,” Alhazzani added.

WE CRE8 plans to open more than 10 stores around the Kingdom.

“We currently have five stores, four in Riyadh and one in Jeddah, with an expansion plan of 10 stores by the end of 2023 to cover all Saudi Arabia, with more stores planned in Riyadh, Alkhobar, AlUla, NEOM and more.”

You can find WE CRE8 in Boulevard Riyadh City, U Walk, Al-Nakheel Mall, Park Avenue in Riyadh and Jeddah’s Art Promenade.


Imaan Hammam stars in festive campaign for Estee Lauder

Updated 16 December 2025
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Imaan Hammam stars in festive campaign for Estee Lauder

DUBAI: Dutch-Egyptian-Moroccan model Imaan Hammam is starring in a new festive-season campaign for Estee Lauder.

The model took to Instagram recently to share three photos from the campaign, in which she poses in a red gown alongside models Karlie Kloss and Paulina Porizkova, amid oversized Christmas decorations and baubles.

Hammam was announced as a global ambassador for the US cosmetics giant in 2023.

 
 
 
 
 
 
 
 
 
 
 
 
 
 
 

A post shared by Imaan Hammam (@imaanhammam)

She spoke about the appointment in an interview with Estee Lauder: “This is the most amazing opportunity to represent and empower girls around the world.

“As a Moroccan-Egyptian woman, I am incredibly honored to take on this role as with such a long-standing brand that promotes diversity and women’s empowerment in the beauty space.”

In 2024, she was the face of a campaign promoting Estee Lauder’s collaboration with acclaimed Indian designer Sabyasachi Mukherjee.

The brands launched a lipstick collection — each lipstick is encased in packaging adorned with the signature Sabyasachi Tiger medallion, crafted from 24 karat gold.

One of the most in-demand models in the industry, she was scouted in Amsterdam’s Centraal Station before making her catwalk debut in 2013 by walking in Jean Paul Gaultier’s couture show.

Hammam has appeared on the runway for major fashion houses including Burberry, Fendi, Prada, Marc Jacobs, Moschino, Balenciaga and Carolina Herrera.

And starred in international campaigns for DKNY, Celine, Chanel, Versace, Givenchy, Giorgio Armani, Tiffany & Co. and more.

The model is also making waves outside the world of fashion with her cultural archival platform, Ayni.

Launched earlier this year, Ayni is a social media platform dedicated to preserving and celebrating Arab artistic expression by highlighting significant contributions to film, art, music and literature.

In a video she previously shared on the Ayni Instagram account, she said: “For me, it’s always been so much deeper than just fashion. It is about staying connected to my roots, telling stories that move me and shining a light on the voices that need to be heard.”

She said her hope for Ayni is for it to grow beyond a personal vision and become a “real community.”