For a quick tongue-in-cheek video, Loewe featured Arab influencers in a campaign, trying to pronounce the label’s iconic name.

You’d be lying if you said pronouncing the name of the Spanish luxury house ‘Loewe’ isn’t tricky—funnily, the brand is aware of it and wants in on the fun. Influencer and entrepreneurs Karen Wazen, Lebanese singer Dana Hourani, the popular Habdan twins and Saudi beauty influencer Yara Alnamlah are seen making multiple attempts at pronouncing the name correctly in the short video. Dressed in Loewe’s latest collection, the influencers break the word down to the syllables, making it easier (or difficult?) to pronounce.

Before the grand-opening of the Loewe homeware store—Casa Loewe Dubai, in Dubai Mall on 12th of March, this video is the perfect precursor for the audience that will be newly introduced to the brand.

Founded in 1846 in Spain, Loewe is one of the world’s most renowned luxry brands that is currently under the creative direction of of Jonathan Anderson. With a vision to expand in the UAE and the Middle East, this will be Loewe’s third brick-and-mortar store after the original menswear store in Mall of Emirates and the womenswear stand-alone store in Dubai.

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Images: Instagram @loewe @karenwazen and @yaralnamlah