DUBAI: Egyptian actress Jamila Awad is the face of Armani Beauty’s latest campaign for the perfume Si Passione Intense.
In the campaign videos and shots, directed by French filmmaker Woodkid, the actress wore a black suit while holding the perfume bottle.
Speaking about the collaboration, Awad reflected on the campaign’s central theme in a released statement.
“What makes your heart beat? This question resonates deeply with me — passion is what drives everything I do,” she said. “Si Passione Intense is more than just a fragrance; it’s a reminder to embrace what sets your heart on fire and live boldly.”
The new scent builds upon the original Si fragrance with a composition that opens with blackcurrant and pear, transitions into a floral heart of rose and jasmine, and concludes with base notes of vanilla and cedarwood. The fragrance is presented in a red ombre bottle.
In the campaign videos and shots, directed by French filmmaker Woodkid, the actress wore a black suit while holding the perfume bottle. (Supplied)
Awad gained widespread recognition for her breakout role in the 2015 television series “Taht El Saytara” (“Under Control”), in which she portrayed the character of Hania, a troubled teenager struggling with addiction.
Following her debut success, she starred in several acclaimed projects, including the drama series “La Totfe’ Al Shams” in 2017 and the popular film “Hepta: The Last Lecture” in 2016, which further solidified her status as one of Egypt’s rising stars.
Awad is not the only Arab star to collaborate with Italian label Armani Beauty. Lebanese Jordanian actress Andria Tayeh was named the brand’s new Middle East beauty ambassador in February.
Tayeh, known for her roles in Austrian filmmaker Kurdwin Ayub’s “Mond” and Netflix’s hit series “Al Rawabi School for Girls,” expressed her excitement on Instagram at the time and wrote: “I am thrilled and honored to embark on this new journey with Armani beauty.
“This marks a real milestone for me, as the brand embodies values I have always cherished: timeless elegance, dramatic simplicity, and women empowerment,” she added. “Armani beauty reveals one’s charismatic personality in the most subtle and natural way. It’s this pure simplicity that creates an impact, and this is exactly what I hope to bring to the Arab cinema world.”
