Marli New York’s (Instagram) latest campaign, The Harmony of Moments, is more than just a celebration of Ramadan—it’s a sensory journey through time, movement, and emotion. Conceptualized and brought to life by the creative minds at YUNG Studio, the campaign seamlessly blends contemporary aesthetics with the deep-rooted traditions of the holy month, crafting a narrative that resonates with a modern, aspirational audience.
You can watch the gorgeous video on our Instagram feed.
At the heart of the campaign is Marli’s iconic LIFE Collection, worn by models Nour Al Dohni and Taleedah Tamer. Each scene unfolds with a deliberate progression of colour, mirroring the spiritual and physical transitions of Ramadan. From the soft, warm hues of dawn that evoke renewal and hope to the deeper, richer tones of the afternoon that capture the energy leading to Iftar, the campaign’s visual language is a masterful representation of the day’s rhythm. As night falls, intimate shades of deep blue and midnight tones symbolize togetherness, reinforcing Ramadan’s essence of unity and reflection.
YUNG’s approach to this campaign goes beyond aesthetics. The team carefully constructed a visual story that encapsulates the harmony of Ramadan, using contrast, light, and intricate details to create an immersive experience. The inclusion of a custom-designed mashrabiyah, inspired by Marli’s logo, adds a deeper cultural significance. Traditionally used in Middle Eastern architecture, the mashrabiyah serves as a storytelling element, casting intricate patterns of light and shadow that echo the season’s spiritual depth.
“The mashrabiya, a timeless icon of Middle Eastern design, isn’t just about shade and privacy—it’s about storytelling. During Ramadan, its intricate patterns cast mesmerizing shadows, echoing the spiritual depth of the season. This year, Marli reimagines this architectural gem with a modern twist—blending tradition with bold, contemporary elegance. By integrating the Marli logo into the mashrabiya’s geometric flow, we create a visual symphony that’s not just culturally relevant, but unexpectedly cool—an artistic fusion of heritage and modernity that turns every reflection into a statement,” said Saif Hidayah, YUNG’s Creative Director.
Marli’s LIFE Collection plays a crucial role in the campaign, symbolizing the seamless integration of luxury and everyday life. Each piece—from the signature spinning motif necklace to the pyramid-cut gemstone rings—reflects the dynamism of movement, much like the passage of time during Ramadan. The jewellery becomes a metaphor for personal reflection and meaningful connections, reinforcing the campaign’s overarching theme of spirituality and unity.
“At Marli, we believe in honouring both individuality and the harmony of moments that bring us together,” says Maral Artinian, founder and creative director of Marli New York. “This campaign is our tribute to the deep sense of connection and reflection that defines Ramadan.”
The campaign’s storytelling is further amplified by its casting, featuring an all-Arab lineup, with photography by Amer Mohammed and videography by Kais Dahoul. The deliberate choice of talent ensures authenticity and representation, making The Harmony of Moments a true celebration of regional culture and heritage.
By capturing the essence of Ramadan through a contemporary lens, YUNG Studio has successfully crafted a campaign that is both visually compelling and deeply meaningful. Marli’s The Harmony of Moments is not just an ad—it’s a reflection of identity, a celebration of togetherness, and a tribute to the fluid beauty of life itself.
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