DUBAI: US Palestinian beauty entrepreneurs and influencers Simi and Haze Khadra took to social media this week to promote Swedish retailer H&M’s latest collaboration with Belgian designer Glenn Martens.
The twins posed in a series of items from the new collection in a paid advertorial post on Instagram, captioning it “fade to black.”
The creative director of Diesel is part of Paris’ new guard of fashion designers and is known for infusing humor into his conceptual collections. Martens is also the creative head of Y/Project, which he expanded into a unisex brand.
Martens’ collection with H&M twists clothing archetypes into new and unexpected forms. The designer explored H&M’s archive and selected a range of historically popular key pieces, from best-selling T-shirts to checked shirts, bomber jackets and jeans. Each is reimagined as a newly designed piece, with trompe-l’œil elements. Many of the pieces can be transformed by the wearer thanks to the use of reshaping techniques, such as foil and wiring, to create sculptural forms.
“I see this collection as a big family of garments, all of which have multiple purposes and personalities: Like people, they grow and change each day. I am always interested in the clothes that we really live in, and the idea of archetypes and wardrobe staples was the starting point for this very special and joyful project,” Martens said in a released statement.
The Khadra sisters showed off a trench coat, scarf and various boots from the collection on social media.
The pair are no strangers to creativity and co-founded their own beauty brand, SimiHaze Beauty, in 2021.
Known for their bold and innovative stick-on makeup designs — such as chrome wings and holographic cat-eyes — the brand began with eye products and then expanded its offerings to include lipsticks and bronzing powders.
In 2024, they expanded their brand to the Middle East, describing the experience as “so surreal” to Arab News.
“The market has been such a huge goal of ours since we started because we grew up here,” Simi said in an interview at the time. “We’re so happy that our products are finally accessible to our amazing followers here.”
