Giordano, one of the leading global retail apparel brands, came up with an innovative campaign that got the creative juices flowing of the local youth in Jeddah.
The campaign ‘Nisa’ai and Rejali’ launched by Giordano Saudi Arabia and running until June 7 comprised getting talented youngsters to create their own designs and showcase their talent in graffiti.
Hani Abdul Aziz Saab, chairman textile and garments, Giordano Saudi Arabia, told Arab News that the initiative aims to “encourage Saudi Youth to unleash their visual artistry gift expressing culture and heritage via spray painting, a street art form growing in popularity among the young population in the Kingdom.”
“Being patriotic comes with having a strong sense of pride of our culture and tradition no matter how modern the world turns out to be. A country’s national dress is one that identifies a nationality. Giordano Saudi Arabia wishes to pay tribute to the admirable preservation of the land’s official outfits,” he said.
He further said that to complete this task they came up with the idea to involve the youth, who like to stay close to their traditions and culture but at the same time want something trendy.
“We observed the Saudi culture very closely and came up with this idea as it’s the main identity of the country and its people,” he said.
In conjunction with the initiative, Giordano has signed Firaz Bawazir, a graffiti artist who is also the campaign ambassador for Giordano.
“We are proud to engage the youth of Saudi Arabia for a worthy cause of celebrating their talent in visual arts and extolling their culture. Through this campaign, Giordano provides the youth a platform to express their creativity as well as promote local culture. With ‘Nisa’ai and Rejali,’ we hope to encourage the youth of today to celebrate their culture and pass the torch to the next generation,” said Saab.
The Spray Painting Competition was open for public and art lovers. From the many entries, 20 best pieces are selected, of which half are chosen through Facebook voting while the other half are selected by Bawazir.
“This is a platform we provided to Saudi youth to create an image in the market and show their talent to the world, explore their own talent, and through voting we will come to know what the youth and Saudi public have in their minds, what are their inner thoughts and what they want to wear,” he said.
The finalists’ works are displayed at Giordano stores in Red Sea Mall in Jeddah for public voting until June 7. In conjunction with the campaign, Bawazir will create exclusive designs which will be produced as limited edition Giordano T-shirts.
Users can vote for their favorite art piece and win SR100 voucher at the Giordano store at Red Sea Mall. The first prize winner will receive SR5,000 and the second prize winner will receive SR3,000 and a chance to design for the future collection of Giordano.
“After this campaign, we will be launching a sports collection related to football and after that in Ramadan, our campaign’s focus will be the young people,” he said.
Bawazir said that it is a pleasure to work with Giordano, “especially because they are involved in graffiti with the aim to empower the youth, express them and bring their talent under the spotlight.”
“I am glad they involved local talent to showcase Saudi culture. Graffiti art is no more confined to the walls,” said Bawazir.
[email protected]
Giordano’s ‘Nisa’ai and Rejali’ campaign spotlights Saudi talent
Giordano’s ‘Nisa’ai and Rejali’ campaign spotlights Saudi talent
Incoming: The biggest movies due out before summer 2026
- From Baby Yoda’s big-screen debut to the return of Miranda Priestly, here are some of the biggest films heading our way in the next few months
‘Project Hail Mary’
Directors: Phil Lord, Christopher Miller
Starring: Ryan Gosling, Sandra Huller, Lionel Boyce
Due out: March
MGM paid a reported $3 million to acquire the rights to this 2021 sci-fi novel by Andy Weir (author of “The Martian”), which has now been adapted for this blockbuster starring Gosling as Dr. Ryland Grace. Grace wakes up on a spacecraft with no memory of who he is or why he’s there. He gradually works out that he’s the sole survivor of a crew sent to the Tau Ceti solar system hoping to find a way to fix the results of a “catastrophic event” on Earth. Fortunately, it turns out Grace is kind of a science genius. Equally fortunately, it turns out he may not have to save the world all on his own.
‘Good Luck, Have Fun, Don’t Die’
Director: Gore Verbinski
Starring: Sam Rockwell, Haley Lu Richardson, Michael Pena
Due out: January
After its premiere at Fantastic Fest last year, Variety described Verbinski’s sci-fi action comedy as “an unapologetically irreverent, wildly inventive, end-is-nigh take on the time-loop movie” with a “hyper-referential script … full of inside jokes for gamers.” The guy stuck in that time loop is Rockwell’s man from the future, who’s on his 118th attempt to save the world from a rogue artificial intelligence. To do so, he needs to convince just the right mix of misfits from the late-night patrons of a diner in Los Angeles to undertake what could well be a suicide mission.
‘Wuthering Heights’
Director: Emerald Fennell
Starring: Margot Robbie, Jacob Elordi, Hong Chau
Due out: February
Fennell’s latest feature is billed as a “loose adaptation” of Emily Bronte’s 1847 Gothic classic —the story of the ill-fated passion shared between the well-to-do Catherine Earnshaw and Heathcliff, a young man of low social standing and uncertain ethnic origins, in the moorlands of Yorkshire in northern England. Warner Bros. are playing up the love-story side of Bronte’s layered and often troubling novel, setting a Valentine’s week release.
‘The Super Mario Galaxy Movie’
Director: Aaron Horvath, Michael Jelenic
Voice cast: Chris Pratt, Anya Taylor-Joy, Charlie Day
Due out: April
Critics were not especially kind to 2023’s “The Super Mario Bros. Movie,” but that certainly didn’t dissuade audiences, who made it the second-highest grossing film of that year, behind only “Barbie.” With the same team returning to helm and voice the movie (with the additions of Benny Safdie and Brie Larson to the cast), chances are that “Galaxy” will have much the same reaction from the two groups as the eponymous Brooklyn plumber and his brother Luigi head into outer space with Princess Peach and Toad to take on Bowser’s son, Bowser Jr (Safdie).
‘Michael’
Director: Antoine Fuqua
Starring: Jaafar Jackson, Nia Long, Miles Teller
Due out: April
The biggest biopic of the year will likely be this feature about one of the most culturally significant music stars in history, Michael Jackson — aka The King of Pop. It depicts his journey from child star in the Jackson 5 to global superstar in the Eighties, and reportedly does not whitewash the allegations of child sexual abuse that dogged the singer for years (with producer Graham King saying he wanted to “humanize but not sanitize” Jackson’s story) — although Michael’s own daughter, Paris, has described the script as “sugar-coated” and “dishonest.”
‘The Devil Wears Prada 2’
Director: David Frankel
Starring: Meryl Streep, Anne Hathaway, Emily Blunt
Due out: May
With all the original stars returning (despite the reported initial reluctance of Streep and Hathaway to do so) along with the director and main producer, this sequel to the acclaimed 2006 comedy drama about aspiring journalist Andrea “Andy” Sachs (Hathaway), who lands a job as PA to an absolute nightmare of a fashion-magazine editor — Miranda Priestly (Streep) should be a guaranteed hit. If it sticks to the story of Lauren Weisberger’s “Revenge Wears Prada: The Devil Returns,” then we’ll find that Andy, a decade on, is now herself the editor of a bridal magazine and planning her own wedding. But she’s still haunted by her experiences with Miranda.
‘The Mandalorian and Grogu’
Director: Jon Favreau
Starring: Pedro Pascal, Sigourney Weaver, Jeremy Allen White
Due out: May
The latest feature from the “Star Wars” franchise builds on one of its most successful TV spinoffs, “The Mandalorian.” It sees bounty hunter Din Djarin (aka The Mandalorian) and his one-time target-turned-adoptive son Grogu — the Force-sensitive infant from the same species as the Jedi master Yoda — enlisted by the New Republic to help them combat the remaining Imperial warlords threatening the galaxy after the collapse of the Galactic Empire.
