If there’s one brand out there who can create a fashion first in the region, it’s heritage jewellers Damas. With 100 years of legacy under its gem-encrusted belt, it has shot the premiere fashion campaign on board a traditional dhow, sailing proudly across the Dubai Creek.
Titled The City of Gold, Damas’ campaign pays glittering homage to the Middle East and its “rich history of trade and commerce,” Asil Attar, Damas’ fabulous, fun-loving CEO explains, also noting the video and photo shoot’s nod to the brand’s heritage as goldsmiths and jewellers.
“I wanted to create the start of a new journey for our stakeholders and customers, honouring our heritage, inspiring the imagination, and crafting tomorrow’s dreams,” Asil continues.
Aside from a very dream-like video that conjures mermaid-like scenes (and a touch of The Heart of the Ocean from Titanic), Damas’ reverie continued on launch night when it lit up the Burj Khalifa in celebration of both the campaign and 25 new store openings and renovations across the GCC.
“We are a regional brand with a global outlook,” Asil asserts of Damas’ longevity and ability to remain at the centre of the Middle East’s love affair with exquisite jewellery. Even better, however, is her resolute dedication to using the brand and its platform to empower its audience. “I want to create a community where women of all ages can come together and share unique experiences. A place to belong.” Hear, hear.