As a Dutch model of Moroccan and Egyptian heritage, Imaan Hammam is known for being outspoken about the lack of diversity in an industry that has only recently started welcoming faces from various cultural backgrounds onto the runways. Refusing to shy away from the opportunity to engage in dialogue about inclusivity in the sartorial world, it’s no surprise that Hammam’s limited-edition capsule with American-based label Frame champions people of all shapes, sizes, and colors in clothes representative of the values important to her.
Although the ready-to-wear collection is now available to pre-order online, the official Imaan x Frame launch is planned for February 10 during New York Fashion Week. Featuring 20 pieces representative of the former Vogue Arabia cover star’s chic effortless style, each signature garment still manages to make a statement, whether it’s a liberating leather set or an empowering red suit. The 80s-style collaboration comes to life in the recently released campaign video with a culturally-diverse cast including Congolese-Italian star Cindy Bruna and emerging Jamaican talent Indira.
“It’s all about diversity and freedom and women in power,” said Hammam in the capsule announcement clip. Yet, the most obvious demonstration of creative expression comes in the form of vibrant graphic hoodies emblazoned with four words: freedom, diversity, youth, empowerment.
“I chose the word ‘diversity’ because I think that everyone is unique and deserves to be celebrated,” explained Hammam in a video. “I chose ‘youth’ because I started as a young girl and because I think it’s very important to bring a lot of knowledge to the kids and show them that they can actually think big and follow their dreams. I chose ‘empowerment’ because I think it’s very important to inspire and empower young girls around the world so they can actually express themselves and be themselves.”
Beginning her foray into fashion at the age of 17 when she opened the Spring 2014 Givenchy show under Riccardo Tisci, Hammam has had an eventful few years since her runway debut—quickly becoming one of the most sought-after models of this generation. Walking for luxury houses Alexander McQueen, Versace, and Prada amongst many others as well as starring in campaigns for Céline, Moschino, and Chloé, the young star has a feeling of “assurance that the modeling industry is changing for the better.”
When I started, all the girls looked the same, but now there is more acceptance of things such as natural hair and different sizes and body types,” Hammam previously told Vogue Arabia. The model-cum-activist doesn’t take this newfound change lightly, using various platforms to speak out and achieve her overarching goal of empowering youth–”no matter the color of their skin or where they come from.”
“Today, fashion is all about having a personality,” explained Hammam, “and nothing is as inspiring as the power of being you.”