Nine West x Zaara Al BalushiRamadan 2025

Context

One of the most exciting and rewarding projects I worked on was the Nine West Ramadan Collection launch. This wasn't just about introducing a new collection, it was about celebrating culture, fashion, and an inspiring female figure.

The Collaboration

As part of Apparel Group's strategic brand collaborations, Nine West teamed up with Saudi TV presenter and actress Zaara Albalushi, making her the face of the #NWxZA collection. This collaboration was a perfect fusion of elegance and personal storytelling, with each piece in the collection reflecting Zaara's style and personality.

Launch Event

The launch event at Al Nakheel Mall, Riyadh, was one of the biggest we have executed for the brand. My team and I worked closely with Sayidaty Magazine to ensure maximum exposure and impact.

The evening was packed with excitement, featuring a meet-and-greet with Zaara, a special styling session by renowned image consultant Riham Abu Al-Faraj, and live media coverage that amplified the collection's reach.

The Collection

The collection itself was a masterpiece, drawing inspiration from floral motifs reminiscent of henna designs, with sparkling crystals and soft pastels that captured the essence of Ramadan. The audience engagement was incredible, seeing shoppers and fans interact with Zaara and the collection made all the effort behind the scenes worth it.

Strategic Context

As part of Apparel Group's continued growth strategy, these collaborations help our brands forge deep connections with consumers while driving regional awareness.

My Role

• Co-created the campaign concept
• Participated in selecting and managing Zaara Albalushi
• Managed the campaign shoot
• Coordinated creative execution
• Supported campaign delivery across social, media and in-store
• Managed influencer elements
• Partnered with Sayidaty Magazine for launch exposure
• Executed the Al Nakheel Mall, Riyadh launch event