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Imaan Hammam is officially stepping up beyond the runway to preserve the Arab world’s artistic heritage.
The Dutch-Moroccan and Egyptian supermodel, who recently walked at the Haute Couture Fashion Week, has launched a personal project called Ayni, an archival initiative dedicated to celebrating Arab artists, with a special focus on film, music, literature, and art.
She took to Instagram and shared her new journey with her 1.7 million followers. Introducing Ayni as a space for rediscovering and honouring the Arab world’s creative legacy, she said, “Meet Ayni, an archive dedicated to the preservation and promotion of Arab artistic expression through ‘my eyes’.
“Follow along as I highlight some of the most significant contributions to Arab film, art, music, and literature (both old and new) and celebrate the talented artists behind them.”
More than just a digital platform for sharing iconic moments in Arab entertainment, Ayni serves as Hammam’s tribute to generations of Arab creatives whose work has shaped cultural narratives yet often remains overlooked on the global stage.
Already using the platform to spotlight cinematic gems alongside groundbreaking contemporary artists, her curation is set to reinforce appreciation for the Arab world’s contributions to film.
Hammam shared that this project is a deeply personal endeavour for her, as she has long used her platform to champion her Middle Eastern and North African heritage. She expressed, “This project is incredibly close to my heart, and I hope you love it as much as I do.”
