Supermodel Imaan Hammam Showcases Arab Heritage in Amina Muaddi’s Cairo-Shot Campaign

Arab culture is highlighted in the latest spring 2022 campaign of the shoe brand Amina Muaddi. Entirely shot in Cairo, this campaign features Imaan Hammam. In videos and photos made by British-Egyptian filmmaker and photographer Dexter Navy, we see the Moroccan-Egyptian model presenting the new Drop 2/22 collection.

Imaan Hammam is seen standing next to a white Arabian horse and on finely woven rugs. She is also seen alongside women and men wearing traditional outfits and headdresses and faces adorned with jewelry. "What a journey and what a team! Love you all! This one is for our people," Hammam exclaims in an Instagram post.

The designer, who is of Romanian-Jordanian origin, is also delighted with this campaign. "I really wanted to do something meaningful that would be an ode to my Arab heritage, a celebration of our culture," Muaddi told WWD magazine. "Obviously, I wanted to work with creatives capable of understanding and embodying this concept, so it was crucial for me to work with an almost entirely Arab team and a production led by Lens (from visual artist Dexter Navy), who is half Egyptian, and featuring Imaan (Hammam) who is of Egyptian and Moroccan origin."