With a number of high-profile collaborations in her career, there’s no doubt that Amina Muaddi‘s passion is palpable in every launch. For her latest, the Jordanian-Romanian accessories designer is taking things a step further by honoring her Arab roots through a full-fledged campaign.
The imagery accompanies Drop 2/22 of Muaddi’s namesake label beloved for its edgy heels, which are modeled by Imaan Hammam of Moroccan-Egyptian heritage in this campaign. The former Vogue Arabia cover star forms part of a Middle East and North African team enlisted by Muaddi to honor the collective Arab culture and the DNA of her brand. While the looks were styled by Jahleel Weaver, who is Muaddi’s longtime collaborator, friend, and stylist to Rihanna, the photos were shot in Cairo by Egyptian-British visual artist Dexter Navy.
“I had been trying to make this project happen with Dexter for quite a long time,” shares Muaddi with Vogue Arabia. “I really wanted to do something meaningful, an ode to my Arab heritage and a celebration of our culture.” Although born in Romania to a Jordanian father and Romanian mother, Muaddi and her family moved to Amman shortly after her birth, where she spent part of her childhood. “I had a big family and a lot of cousins who I would play all the time with,” the designer had recollected in a previous conversation with editor-in-chief Manuel Arnaut. “I had this garden where my family had figs and olive trees, and to this day when I taste figs, I remember Jordan so it was definitely an important moment of my life.”
In the campaign, Hammam wears the brand’s new embellished heels, which would fit right in on a red carpet walked by one of Muaddi’s many A-list clients just as much as they blend in with Cairo’s vibrant scenes in the campaign. “This project is important because it is close to our hearts,” says the designer. “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.”