Roberto Cavalli is celebrating Middle Eastern art and culture with celebrated Saudi artist Ahaad Alamoudi in a new collaboration. Alamoudi is known for her multifaceted and complex art and this partnership with Roberto Cavalli will reinforce the brand’s relationship with the Middle East. The project titled Liquid Dune was inspired by the beauty of the Arab world and the region’s majestic sand dunes. The campaign features Ahaad Alamoudi herself, posing in the Arabian desert and dressed in Cavalli, of course. As seen just recently at Milan Fashion Week, Roberto Cavalli’s Creative Director Fausto Puglisi was in a desert state of mind as his collection pieces were full of desert energy.
Alamoudi’s digital creation not only showcases the brand’s strong holding within the region, but also makes it one of the first to experiment within the world of digital art. Apart from the campaign shots of her, the artist created digital art pieces for the collaboration, where gold is melted and merged with the iconic animal prints of the brand in a futuristic vision.
“The Arab peninsula has been experiencing drastic modes of motion and transformation,” shared Alamoudi. “Through this shift and reconstruction, new images are constantly forming and reforming to make up an ever-changing whole. Centering on the motion of time, my aim through this artwork is to try to examine the relationship between these two components. The strength it takes to be bold, adaptable, breakless and fierce in an ever-changing world.”
“At Roberto Cavalli, we’ve always been very proud of our history and our strong ties to the Middle East. This collaboration is a way of honouring Ahaad Alamoudi’s artistry and the rich beauty of the Middle East through a Cavalli lens” says Jean Holtzmann, Coty’s Global Marketing Senior Vice President of the collaboration.
