Mytheresa and Nojoud Al-Rumaihi Collab for Luxurious Ramadan and Eid Campaign
German luxury e-tailer Mytheresa has joined forces with Saudi influencer and consultant Nojoud Al-Rumaihi for a stunning Ramadan and Eid Al-Fitr campaign set in Saudi Arabia. The collaboration showcases Al-Rumaihi’s top picks from renowned labels like Roksanda, Markarian, Self-Portrait, and Taller Marmo.
With over 500 pieces, the collection includes costume jewelry, fine jewelry, hair accessories, dresses, bags, and shoes. Al-Rumaihi prioritized comfort when selecting items for the Ramadan edit, emphasizing the importance of fitted yet comfortable silhouettes.
Al-Rumaihi expressed her love for Saint Laurent, praising the brand for its ability to complement her body shape perfectly. While she found it challenging to pick a favorite piece, she highlighted an embellished caped gown from Safiyaa as one of her personal top choices.
This marks the third year that Mytheresa has collaborated with Al-Rumaihi for its Ramadan campaign, a partnership that Al-Rumaihi believes is crucial in understanding the Saudi market. She emphasized the importance of including local perspectives to help international brands connect more effectively with Saudi consumers.
The campaign images were captured at the Bab Al-Saad resort in Diriyah and a nearby farm with historical significance. Al-Rumaihi highlighted the rich cultural heritage of Diriyah, known for its historical roots dating back to the 15th century.
Diriyah is home to At-Turaif, an archaeological site featuring royal palaces, mosques, homes, and defensive towers from the 18th century, showcasing the region’s rich history and heritage.