Loewe, the renowned Spanish luxury fashion house, has launched its first-ever Ramadan campaign. It features a dynamic and creative cast from across the Gulf Cooperation Council (GCC) countries. Directed by Lebanese-Sudanese filmmaker Dana Boulos, the campaign stars Saudi actress and filmmaker Sarah Taibah alongside Saudi Olympic rower Husein Alireza. The cast also includes Omani artist Mays Almoosawi, Kuwaiti visual artist Najd Al-Taher, Emirati film director Sarah Al-Hashimi, Kuwaiti DJ Cascou, and Bahraini contemporary artist Salman Al-Najem.
Behind-the-Scenes Fun and Creativity
Taibah, known for her impactful roles and unique creative presence, shared behind-the-scenes photos from the shoot on Instagram. She humorously captioned the post: “GCCCCC. The Gulf Cooperation Council Countries’ Cutest Creatives Crew, brought together by @loewe.”
Ramadan-Inspired Silver Capsule Collection
The campaign promotes Loewe’s Silver Capsule Collection, designed by JW Anderson specifically for Ramadan. This collection includes the brand’s iconic bags, reimagined for the occasion. The Puzzle bag is offered in vetiver crocodile. Meanwhile, the Flamenco clutch and Squeeze bag feature metallic textures and intricate beading. The ready-to-wear pieces include luxurious silk belted pajamas, soft nappa leather sets, and elegant silk dresses that transition seamlessly from day to night.
The campaign film, created by Between Us Boys Studio and post-produced by DAHOUL Studio, focuses on the anticipation of iftar. This is the meal that marks the end of a Muslim’s fast during Ramadan. The central theme of the campaign is captured through the ticking of a clock leading up to iftar.
International and Regional Collaboration
The project brings together top-tier talent from both regional and international creative fields. Director Dana Boulos, based in Los Angeles, has worked on numerous high-profile projects. Her portfolio includes commercials for Mercedes Benz, Glossier, and Farfetch.
Sarah Taibah’s Creative Evolution
Taibah, celebrated for her trailblazing work in the Saudi entertainment industry, gained attention for her show “Jameel Jeddan”. The 2022 series was a groundbreaking project. It was the first Saudi production to be written, created, and starred in by a Saudi woman. The plot of “Jameel Jeddan” follows a strong-headed woman who, after waking from a five-year coma, returns to high school. She encounters a new, animated alternative reality as a coping mechanism.
Currently, Taibah is working on “A Matter of Life and Death”, an off-beat Saudi romantic comedy that she wrote. The film, directed by Anas Batahaf, will star Taibah and Yaqoub Al-Farhan.
Exclusive Availability
Loewe’s Silver Capsule Collection is available at select stores across the Middle East and Harrods in London. It offers a limited-time opportunity to experience this unique blend of luxury fashion, regional culture, and Ramadan inspiration.
