Bloomingdale’s recently presentend an emerging cultural photography exhibition, which took place in-store at The Dubai Mall. In collaboration with the multi-faceted Saudi-raised Lughass and Palestinian photographer Omar Sha3, the stunning photos showcased in “The Journey Together” capture influential local talent through a creative lens. For the exhibition, which went on till May 6, the talented duo snapped Palestinian-Syrian model Lana Al Beik and Sudanese fashion influencer and creative director Korrii. While shining the light on Arab talent, the shutterbugs also turned their cameras to Emirati signer and content creator Mohammed Alahbabi and Saudi content creator and student Rafal Habib.
The photography campaign incorporates elements from the “Journey Together” Ramadan campaign, drawing attention to the compass as a symbol representing one’s inner compass. This signifies grounding and the direction where family is driven by common values. Additionally, the bukhoor feature represents hospitality and nostalgic memories through scent.
“In a rapidly developing society like today's, it's a great joy and experience to dive back into our heritage and beliefs,” Lughass, who is also a filmmaker, visual artist, avid skater and streetwear aficionado, said. The creative, who has attracted international brands like Mercedes Benz, Audemars Piguet and Gucci with his minimal raw, modern yet authentic work, also touched on blending those very principals and cultural factors they were raised on into their own contemporary version of art. He said it “is something that's been a beautiful demonstration of how far we've come in our journey.” Lughass, who focuses on fashion, portrait, automotive and aerial photography, also said he was privileged to partake in the collaboration.
Omar Sha3 was also “very happy” to be involved in the exhibition. “I love that it gave me and my friends a chance to take photographs in the surreal nature of the UAE in honour of this holy month,” the Amman and Dubai based photographer said. Omar has worked for e-retailer Ounass, as well as brands like Axel Arigato, Daneh Design and Les Benjamins.
“Growing up I used to always link the scent of bukhoor with special occasions. Bukhoor resonates in my roots and brings back all the beautiful memories from my childhood,” said Lana, who has worked for the likes of Saint Laurent, Roger Vivier and Burberry. She has also featured in Calvin Klein’s first-ever regional campaign with Lughass. Lana, who has a background in filmmaking and has done several documentaries about heritage and identity, added, “To be able to celebrate that through the Bloomingdale’s Ramadan Exhibition has been a nostalgic journey.”
Meanwhile, Mohammed commented on his delight at being able to work with a family member. “Family ties to me are unbreakable bonds, and for me to be able to be a part of this special exhibition with someone so dear to my heart, my nephew, means the world to me.” The Al-Ain born multi-talented influencer, known for sharing his vocals via acapella songs on TikTok, added Bloomingdale’s gave them the chance to honour their culture with the people they love the most.
“Being the youngest of a big Sudanese family, I always looked up to my older siblings. My sister had a huge role in the person that I am today, thanks to her unconditional love and support growing up,” Korrii said. The Dubai-based fashion-focused digital creator, who has been setting trends on TikTok, also said being able to share the experience with her meant the world to him.
Rafal, an American University of Sharjah student who had her own Ramadan edit on Farfetch, said: “This collaboration was so close to my heart as it shared the same vision as I do for this beautiful holy month. The compass is an intrinsic part of my everyday life, guiding me in my journey in spirituality.” One of the fashion lovers redefining modest dressing on our radar, she added she is privileged to be able to capture that with other regional highfliers.