Bottega Veneta’s recent collaboration with Arab supermodel Imaan Hammam (Instagram) for its Spring/Summer 2024 campaign perfectly underscores how Brands are increasingly turning to Arab creatives to spearhead their latest collections. Under the astute guidance of Matthieu Blazy, the collection unveiled during Milan Fashion Week embarked on a distinct journey—an “anti-traveler” narrative that subversively whisked viewers away to realms of high-fashion exploration. With its wilderness textures and intricate intrecciato detailing, the collection served as a canvas for Hammam’s magnetic presence.
Imaan Hammam, whose heritage includes Dutch, Moroccan and Egyptian roots, embodies a rich tapestry of multiculturalism that resonates deeply with Bottega Veneta’s narrative. Her inclusion in the campaign represents a fusion of diverse cultures, appealing to a global audience eager for authenticity and representation.
Each frame of the campaign captures Hammam’s essence with breathtaking precision. Whether adorned in a striking one-shouldered printed dress, radiating the vibrant hues of an impending summer, or commanding attention in an impeccably tailored oversized brown suit exuding sophistication, her versatility knows no bounds.
Renowned photographer Alec Soth encapsulates the spirit of the campaign, weaving a visual narrative that transcends fashion photography, merging with cinematic shots and storytelling.
Beyond the glitz and glamour of the runway, Hammam’s influence extends far and wide, amplified by her substantial social media following. With over 1.5M Instagram followers, she leverages her platform to champion diversity and inclusivity within the industry. Her impassioned commitment to being a role model for young girls grappling with issues of identity and representation underscores the importance of fostering a more inclusive fashion landscape.
“I want to be a role model for young girls who are struggling with racism or struggling with their looks or with their skin colour,” Hammam asserts. “There aren’t many Arabic models, and being an African-Arabic model, I’m trying to open doors for more Arabic girls,” she says.
At 27, Hammam stands as a paragon of grace and poise, leaving an indelible mark on every runway she graces. Her recent appearances at Paris Fashion Week for esteemed brands like Ami Paris and Louis Vuitton further solidify her status as a fashion icon.
Renowned for her magnetic presence, Hammam’s illustrious career boasts collaborations with industry titans such as Burberry, Fendi, and Prada. With each campaign and runway show, she continues to elevate the industry’s standards, leaving an indelible mark on the global fashion scene.
Imaan Hammam’s journey is a testament to the transformative power of fashion—a force that transcends borders and barriers, uniting cultures and communities under the banner of beauty and creativity. As she continues to inspire audiences worldwide, Hammam remains a symbol of hope and empowerment in an ever-changing world.
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