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The video, which was shot in different locations across the Middle East, showcases our Fall/Winter 2020 collection set against historic backdrops. “I’m so happy that we shot in Ushaiqer Saudi Arabia — it’s a sacred location that not many have access to,” says Al Namlah, a Saudi architecture student and influencer. “Shooting modern fashion in such an iconic location is like combining the past and the present at the same time.”
Here, we go behind-the-scenes to speak with each of the stars about the making of the video and the importance of supporting other women.
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What does women’s empowerment mean to you? What does it look like?
Shahad Salman: Women’s empowerment is my main drive and motivation. I grew up in a family that carries a strong sense of women empowerment — it is what shapes my character today.
Yara Al Namlah: It’s being confident. It’s about genuinely supporting other women. We rise by lifting others.
Lana Albeik: Women’s empowerment is giving the platform that you have to women who don’t have a platform. It’s a place of recognition and acknowledgment of privilege and speaking up.
Karen Wazen: It is making women around you feel confident, feel comfortable, feel beautiful and feel valued!
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What do you find most inspiring about women?
Shahad Salman: I see inspirational people and stories everywhere I go. On a personal level, womanhood inspires me in many ways, shapes and forms as I represent that fully.
Yara Al Namlah: The way we are so intuitive and nurturing, yet so strong and powerful.
Lana Albeik: The strength & resilience. The future of womanhood inspires me to try to make it a better place for women.
Karen Wazen: Women create a better world.
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What are some of the things you love most about the Middle East?
Shahad Salman: The things that I love about the Middle East are endless. As the place of my birth and as the place I find myself representing. I am in love with the cultural and traditional beliefs and Arabian heritage.
Yara Al Namlah: The way each country has its own beauty. The welcoming nature, the food and the culture.
Lana Albeik: The beautiful places & the history.
Karen Wazen: Our family culture, our food, our hospitality and our diversity
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How do you think this video speaks to the region?
Shahad Salman: I think this video could impact lives, specifically the people who have similar interests when it comes to women empowerment.
Yara Al Namlah: Shooting modern fashion in a historic location speaks volumes.
Lana Albeik: Having it shot in a setting that is familiar to the eye brings the collection to life in a relevant way to the region. Celebrating our history has always been something we love doing.
Karen Wazen: It brings together culture, fashion and femininity.