Blogger Ruba Zai even convinced the brand to launch the stunning images during Ramadan.
Dolce & Gabbana has tapped a popular hijabi blogger to star in a new campaign for the luxury brand’s abayas and scarves.
The Italian-born label, which first launched its modest collection last year, invited Afghani-Dutch style star Ruba Zai out to Marrakech to shoot the stunning photos.
The 23-year-old, who runs fashion and beauty YouTube channel Hijab Hills, even convinced the brand to change the launch date of the campaign to coincide with Ramadan.
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“Dolce & Gabbana approached me for their Autumn/Winter campaign,” Zai told i-D magazine.
“I came up with the suggestion to publish during Ramadan… they thought it was a great idea.”
The blogger, who boasts one million Instagram followers and is based in Rotterdam, shared shots of the inclusive collection on her social media channels, revealing that her favourite abaya from the collection is the leopard-print Leo.
(We’re particularly taken with the sunnies, too).
Zai even shared a quick tutorial on how she ties her scarves:
The blogger, a finalist in 2014’s Miss World Muslim contest, revealed the collaboration first started when co-founder Stefano Gabbana followed her on Instagram.
“When I saw that he had a blue check mark behind his name, it was quite a shock,” Zai told NOS, adding that this is the start of a “long term co-operation”.
“I received a message from his team. They said Stefano asked to contact me because he loves me and wants to work.”
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The luxury brand, which has been lauded for its Muslim-friendly designs, has also worked with several Middle Eastern influencers in recent months.
Lebanese blogger Lana El Sahely was cherrypicked by Domenico Dolce and Stefano Gabbana to walk in the pair’s Autumn/Winter 2017 display at Milan Fashion Week.
The statement-making Italian label has chosen to diversify from casting traditional models in recent seasons, instead using social-media-savvy twentysomethings, celebrity offspring, mums and toddlers, and the often-unrepresented over-50s in their shows and campaigns.
In that vein, Dubai-based style icon Ahmad Daabas, founder of men’s fashion site AMD Mode, was also picked to model at the brand’s menswear Milan Fashion Week display.
The catwalk show – dubbed “The New Princes” – was based around celebrating up-and-comers from the younger generation.
Dubai itself even starred in a Dolce & Gabbana shoot recently, with the label staging photo shoot in the alleyways of the Gold Souk for its abaya collection.
BRB, we’re just popping down to Deira for our fashion fix…
Image: Ruba Zai/Instagram
