DUBAI: Spanish luxury fashion house Loewe has unveiled a Ramadan campaign directed by Lebanese Sudanese auteur Dana Boulos and starring Saudi actress and filmmaker Sarah Taibah and Saudi Olympic rower Husein Alireza.
The cast is rounded out by Omani artist Mays Almoosawi, Kuwaiti visual artist Najd Al-Taher, Emirati film director Sarah Al-Hashimi, Kuwaiti DJ Cascou and Bahraini contemporary artist Salman Al-Najem.
Taibah shared behind-the-scenes photographs from the campaign shoot on Instagram, jokingly captioning the post “GCCCCC. The Gulf Cooperation Council Countries’ Cutest Creatives Crew, brought together by @loewe.”
The campaign promotes the brand’s Silver Capsule Collection, its first-ever release for Ramadan by designer JW Anderson. With the concept, creative direction, casting and production by Between Us Boys Studio, and post-production handled by DAHOUL Studio, the clip focuses on a clock ticking down until iftar, the meal that breaks a Muslim’s fast during Ramadan.
The Silver Capsule Collection released at select stores the Middle East and at Harrods in London, on Sunday.
The collection sees the brand’s signature bags get a Ramadan makeover; the Puzzle bag appears in vetiver crocodile, while the Flamenco clutch and Squeeze bag are offered in metallic textures with intricate beading. The ready-to-wear selection boasts silky belted pajamas, soft nappa leather sets, and day-to-night silk dresses.
Los Angeles-based Boulos, who directed the campaign, has worked on short films, music videos, and fashion commercials for the likes of Mercedes Benz, Glossier, and Farfetch.
For her part, Taibah shot to fame for her show “Jameel Jeddan,” the first Saudi show starring, written, and created by a Saudi woman.
The plot of the 2022 release was anything but typical. Strong-headed Jameel wakes up from a five-year coma and is forced to finish her last year in high school and rejoin a society she no longer associates with. As a coping mechanism, she begins to experience glitches in the form of an animated alternative reality.
Taibah is currently working on off-beat Saudi romcom “A Matter of Life and Death,” which she wrote. The film is being directed by Anas Batahaf and will star Taibah and Yaqoub Al-Farhan.
