Mytheresa partners with Saudi influencer Nojoud Al-Rumaihi for Ramadan campaign

DUBAI: German luxury e-tailer Mytheresa has collaborated with Saudi influencer and consultant Nojoud Al-Rumaihi for a Ramadan and Eid Al-Fitr campaign shot in Saudi Arabia.

The curated edit features the influencer’s top picks from labels such as celebrity-loved, London-based label Roksanda, New York-based fashion house Markarian, British brand Self-Portrait and red carpet mainstay Taller Marmo.

The edit of more than 500 pieces also includes costume jewelry, fine jewelry, hair accessories, dresses, bags and shoes. For Al-Rumaihi, comfort was key when curating the Ramadan edit.

“I always look for silhouettes that are fitted yet comfortable on the body, and I feel like the label that helps deliver my needs is Saint Laurent. The pieces always compliment my body in the best way possible,” she told Arab News. While she had a tough time picking a favorite, she added that an embellished, caped gown hailing from London-based fashion label Safiyaa, founded by Daniela Karnuts, was one of her personal favorites.

The e-tailer has partnered with Al-Rumaihi for the third year on its Ramadan campaign — something the influencer says is key in understanding the coveted Saudi market.

“Having a Saudi creative perspective can help international brands and e-tailers gain valuable local cultural insights with an authentic perspective that can help them connect with the Saudi market more effectively,” she said, adding that including local voices in the decision making process can ensure international brands project a message that is culturally relevant.

The campaign images were shot in the Bab Al-Saad resort in Diriyah, as well as a farm in the same historic area that is located just outside Riyadh.

“Bab Al-Saad is a venue that portrays a luxury Arab-themed space. Meanwhile, the farm is located in Diriyah, where Saudi was first established. The farm carries a lot of history in its architecture and doors,” Al-Rumaihi said, referring to the historical status of Diriyah, which was an oasis settlement founded in the 15th century along the Wadi Hanifah.

Diriyah is also home to At-Turaif, an archaeological treasure trove of royal palaces, mosques, homes and defensive towers built in the 18th century in the capital of the First Saudi State.