Mytheresa, a renowned German luxury online retailer, has joined forces with Nojoud Al-Rumaihi, a prominent Saudi influencer and consultant, to create a campaign tailored for Ramadan and Eid Al-Fitr, set against the backdrop of Saudi Arabia. This joint venture presents an exclusive selection, handpicked by the influencer, featuring prestigious brands such as Roksanda, Markarian, Self-Portrait, and Taller Marmo, each celebrated in their own right by celebrities and fashion enthusiasts alike. The curated edit epitomizes elegance and sophistication, encompassing over 500 meticulously chosen pieces ranging from costume jewelry to fine jewelry, hair accessories, dresses, bags, and shoes.
Al-Rumaihi, in her pursuit of curating the perfect Ramadan edit, prioritized comfort without compromising style. Reflecting on her choices, she emphasized the allure of Saint Laurent's designs, which effortlessly complement the body while ensuring comfort—a paramount aspect during festive occasions. Among her favorites lies an opulent, embellished gown from Safiyaa, a London-based fashion label founded by Daniela Karnuts, resonates with her style and taste.
This collaboration marks the third consecutive year Mytheresa has partnered with Al-Rumaihi for its Ramadan campaign, a testament to her profound understanding of the selective Saudi market. Al-Rumaihi emphasizes the importance of including a Saudi perspective in creativity, saying it helps international brands better understand Saudi culture and connect with the audience there. She advocates for including local voices in decision-making processes, ensuring that brands convey messages that resonate culturally.
The campaign's striking imagery was captured at Bab Al-Saad resort in Diriyah, alongside a nearby farm steeped in historical significance. Al-Rumaihi elaborates on the choice of locations, highlighting how Bab Al-Saad reflects luxury with an Arab theme, while the farm has a long history dating back to the beginning of Saudi Arabia. Diriyah, renowned for its historical significance, traces its roots to the 15th century as an oasis settlement along the Wadi Hanifah. Notably, it houses At-Turaif, an archaeological marvel featuring royal palaces, mosques, and defensive structures, offering a glimpse into the rich tapestry of Saudi history and culture.
