Boucheron marks 20 years of the famed Quatre collection by collaborating with four remarkable Middle Eastern women—Amina Muaddi, Dana Hourani, Dilan Çiçek Deniz, and Mila Al Zahrani.
In 2024, Boucheron (Instagram) is celebrating the 20th anniversary of its iconic Quatre collection. Since its inception in 2004, Quatre has evolved from a single ring, featuring four distinctive patterns and three colours of gold, into a symbol of timeless elegance and innovation. To mark this milestone, Boucheron has unveiled a new campaign that highlights the collection’s versatility and cultural resonance, particularly in the Middle East.
As part of the celebrations, Boucheron has introduced the “Quatre Family,” a group of four dynamic and influential women from the region, each embodying the values of strength, diversity, and creativity that Quatre stands for. These women—Amina Muaddi, Dana Hourani, Dilan Çiçek Deniz, and Mila Al Zahrani—bring their unique talents and perspectives to the forefront, representing the brand’s commitment to innovation and empowerment.
“2024 marks the 20th anniversary of the Quatre collection, so it felt only natural to celebrate this milestone surrounded by people who resonate with our ethos. We are proud that this iconic collection is being represented by such inspiring women. Individually, they are fearlessly pushing boundaries within their respective industries. As a group, they are the embodiment of the values of strength and protection, inherent to Quatre and stand as a testament to the diversity and boundless creativity of women of the Middle East,” said Helene Poulit-Dusquene, the Maison’s CEO.
Amina Muaddi: The Innovator in Fashion
Amina Muaddi, a celebrated accessories designer with a Jordanian-Romanian background, has had a major impact in the fashion industry with her unique designs. After starting her career as a stylist, she launched her own label in 2018, which quickly gained global acclaim for its fresh take on classic heels. Muaddi’s journey is a testament to her talent and dedication, earning her the Neiman Marcus Award for Innovation in Fashion in 2023. Her story continues to inspire women to pursue leadership and creative roles in the fashion world.
Dana Hourani: The Musical Trailblazer
Lebanese pop artist Dana Hourani seamlessly blends Western influences with her Middle Eastern roots, creating a distinctive sound that resonates across cultures. Starting her musical journey at the age of 12, Hourani released her debut album “ENSANEIN” in 2021 and has continued to captivate audiences with singles like “IshAllah Kheir” and “Saber.” Her fearless approach to music and willingness to break the mould have made her a role model for aspiring artists in the region.
Dilan Çiçek Deniz: The Multifaceted Talent
Turkish actress and model Dilan Çiçek Deniz has made a name for herself through her diverse talents and passion for self-expression. From writing poetry at a young age to starring in successful TV shows and films, Çiçek Deniz’s career is marked by versatility and creativity. Her performances in series such as “The Pit” and films like “One-Way to Tomorrow” have garnered critical acclaim, encouraging others to explore their artistic potential.
Mila Al Zahrani: The Cinematic Pioneer
As Boucheron’s brand ambassador since 2022, Saudi actress Mila Al Zahrani has been a trailblazer in Middle Eastern cinema. With a career starting in 2017, Mila Al Zahrani has starred in numerous successful TV shows and films, including “Boxing Girls” and “The Perfect Candidate,” for which she was nominated at the Venice Film Festival. Her bold career choices and advocacy for women’s empowerment align perfectly with Boucheron’s values, making her a powerful and inspiring figure in the region. One of this issue’s cover stars, you can discover our exclusive interview with Al Zahrani, here.
The Quatre Family campaign highlights Boucheron’s dedication to celebrating diversity and creativity. Each of these women brings a unique perspective and style to the collection, showcasing its adaptability and appeal. Through this collaboration, Boucheron not only honours the legacy of Quatre but also reinforces its commitment to empowering women and fostering innovation in the Middle East.
As the Quatre collection turns 20, Boucheron invites everyone to join in the celebration, explore the new creations, and embrace the spirit of individuality and elegance that the collection embodies.
