Ounass is the brainchild of Al Tayer Insignia, and the luxury e-shopping platform to launch their highly anticipated Spring/Summer’18 campaign. ‘O’ is for Ounass – The-luxury e-tailer’s slogan for SS18. Adjectives illustrating the many layers of the Ounass woman – ‘Opulent’, ‘Out going’ ‘Original’– are all brought back to this central message in the brand’s sensational new film.
Shot in Dubai’s iconic Al Fakhidi by Peruvian photographer Hans Neumann and Art Directed by Jo Oli, the mood speaks to an urban landscape within the Middle East for SS18, illustrating our multi-faceted region.
Styled by Style Editor, Harriet Gregory, a heart-racing array of sumptuous, highly exciting ready-to-wear and accessories from both international and regional designers –can be seen flouncing along the waterfront and billowing down alleyways, bursting with energy and captured in a warm, natural light.
Each look exudes the many different women of SS18. From the ‘Colour Confident’ – embodied by the likes of Mary Katrantzou and Chloé, to the ‘Latin Spirit’ – honed by new-to-Ounass local label Bambah and Caroline Constas, the big hitters are expertly married with the region’s finest talent – a USP Ounass has championed – and indeed, has been championed for – from the very beginning.
“We are thrilled to welcome even more iconic international brands and regional labels to our roster for SS18,” says Maria Gold Knudsen, Head of Style and Editorial Content. “To see the likes of Chloé and Balenciaga ready-to-wear, Vetements, Salvatore Ferragamo, J.W. Anderson run alongside key local labels such as Sem Sem, is testament to how far we’ve come in such a short space of time.”
In a bid to celebrate the diversity of the region, the carefully considered casting includes a trio of highly impressive multi-national young talent – namely; Jasmine Daniels at Elite NYC, Neelam Gill at Next Models and Hind Sahli at Premier Model Managament – who, take on a soft appeal for Ounass’ SS18 campaign. Warm not unapproachable, poised but not posey, they are the perfect illustration of Ounass’ elegant, family orientated clientel.
Now in their fourth season, Ounass approaches SS18 with more pride and vigor than ever before. Further team credits include; Director of Photography, Basil Faucher; Hair by Pablo Kuemin; Make-up by Toni Malt; Production by Alicija Aputyte; Production Company, Caravan Creative; Fashion Assistant is Claudia de Baldoceda.
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