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Amina Muaddi's Latest Campaign Is a Celebration of the Culture That Shaped Her

Amina Muaddi's Latest Campaign Is a Celebration of the Culture That Shaped Her Image
  • Posted on 08th Aug, 2022 15:17 PM
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Supermodel Imaan Hammam stars in the new campaign, photographed on location in Cairo, Egypt.

For Amina Muaddi's latest campaign, the accessories designer looked toward her heritage as the main source of inspiration.

Supermodel (and former Harper's BAZAAR cover star) Imaan Hammam stars in the new campaign, captured by photographer Dexter Navy and styled by Jahleel Weaver
(Rihanna's go-to stylist and creative consultant). The campaign took the creative crew to Cairo, Egypt, where Muaddi wanted to honor her cultural background as well as tell a relevant story of "what femininity means today."

The images feature Hammam in a number of scenarios, including strutting alongside white Arabian horses and posing atop intricately woven rugs while modeling some of the brand's latest offerings. Satin pointed-toe pumps, strappy stilettos, and lucite platform pumps all embellished with Muaddi's signature shimmery detailing are front and center in the new imagery.

Dexter Navy
Dexter Navy

"I have been trying to make this project happen with Dexter for quite a long time. I really wanted to do something meaningful, an ode to my Arab heritage and a celebration of our culture," Muaddi tells BAZAAR.com. "This project is important because it is close to our hearts. There isn’t nearly enough representation and spotlight on people with our background. It was crucial for me to work with an almost entirely Arab crew."

Dexter Navy

Hammam, who is of Dutch and Moroccan-Egyptian descent, often speaks openly about her strong connection to Cairo.

"The most beautiful place in the world to me is Cairo, where my father was born," the model previously told BAZAAR. "I went in October last year for my birthday. Seeing the pyramids was so crazy and magical. To just be like 'Oh my God, I’m from here' is even more crazy...Moroccans, Egyptians, the Arab people—we’re really into incense, oud, musk, and amber. When I smell those, I get so many flashbacks to my childhood."

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