Renowned fashion designer Amina Muaddi pays tribute to her Arab roots in her newest campaign.

Shot on location in Cairo, Egypt, model Imaan Hammam, who is of Dutch, Moroccan and Egyptian heritage, takes centre stage in the campaign shoot.

Each element pays homage to her Arab heritage as an ode to her cultural background. From the location to a creative Arab crew for the project and her striking muse, the designer’s vision for the project truly outshined through every shot.

The collection features gemstones, new bags, art deco-inspired heeled Camelia pumps and the Lily slipper covered in crystal flowers. Each piece strongly projects the designer’s signature elements including the teardrop crystals and platform heels.

Previously appearing on the cover of Emirates Woman in April 2020, the designer discussed how she balances being a creative and a businesswoman.

“I think an important skill to have is to be able to find solutions on the go,” she explained. “When you have a company, new issues arise every day. You have to have a positive mindset and a problem-solving mentality otherwise you’ll see everything as an obstacle and drown in your issues.”

With innovative collections year after year, we are always on the lookout to see what this talented designer produces next.

To view the latest collection visit

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Images: Supplied, Photography by Dexter Navy