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Exclusive First View: Salma Abu Deif Stars in Ammanii​’s New Ad

Salma Abu Deif, actor and model, has been named a new campaign star for Ammanii. The Egyptian actor appears in a series of photographs and a video for the Los Angeles and Cairo-based jewelry brand’s latest collection, making her the first high-profile celebrity to front any of Ammanii jewelry lines. “Salma is a beautiful representation of the Ammanii woman,” says the label’s founder, Amany Shaker to of working with the Egyptian star. “Her beauty has a mystery about it that resembles that of an Egyptian Goddess, yet it is also universal. She’s adventurous, a rebel in her own way, not a conformist yet bears the dignity and allure of her traditional heritage. Her gaze has the depth of understanding of her own strength but is not afraid to show her vulnerability when needed.”

Titled Sa’mmaa, which translates to “sky,” the new Spring 2018 offering is inspired by Shaker’s love for skylines. Featuring 18 pieces, the range is punctuated with silver earrings, necklaces, rings, and bracelets that are each plated with gold. “The collection represents a coming home for me in many ways,” enthuses Shaker. “It signifies my desire to be an ambassador of peace connecting between my different worlds, that in the U.S and my roots in Egypt. Sa’mmaa, the sky, or the universal blanket ties both worlds and provides symbols and meanings that transcend all cultural barriers. It’s a sincere attempt to recognize our shared humanity through the story told in the jewelry.”

The new collection is accompanied by an ethereal campaign film set against the Faiyum Oasis – a basin known for its serene setting in the desert west of the Nile and south of Cairo – and is unveiled exclusively on Produced by Maison Pyramide, Abu Deif showcases the striking new designs from the jewelry house favored by Emma Roberts, which was founded in 2015. Watch the stunning film ahead, and peruse the slides below for all the campaign images.

Film credits
Production: Maison Pyramide
For: Ammanii
Starring: Salma Abu Deif
Photography and Fashion Film: Photo Boutique
Cinematography: Photo Boutique, Marwan Morsy
Art Direction: Farah El Sayed
Coordination: Farah Seif
Model: Salma Abu Deif
Makeup: Soha Khoury
Hair: Al Sagheer Salons
Film soundtrack: David Tobin

Related Read: Getting to Know Salma Abu Deif

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