Mohammed Sultan’s New Collaboration With Instagram Goes Viral

BY Elizabeth Kelly / Sep 19 2019 / 15:37 PM

The first Middle Eastern figure in the world to have an AR filter

Mohammed Sultan’s New Collaboration With Instagram Goes Viral

Gaining over 2.8million impressions in just two weeks it’s safe to say BAZAAR’s contributing editor, Mohammed Sultan, broke the internet…Instagram to be precise.

Not to mention the host of influential figures who have dabbled with the filter including regional tastemaker Karen Wazen, creative director of Dior make-up, Peter Philips, to legendary designer Jean Paul Gaultier.

A notable media personality in the region Mohammed is an authoritative figure when it comes to fashion, industry goings on and promoting local talent. Therefore, the collaboration between this fashion heavyweight and one of the world’s leading social platform was bound to happen.

But, how did partnership come to fruition? Mohammed Al Habtoor talks exclusively to BAZAAR on the game-changing AR filter.

“I attended a talk thinking it was about social media marketing only to see myself sitting in a talk that focused specifically on the AR/VR world and how it is taking the world by storm. Feeling inspired and somewhat curious, I pulled the head speaker Mina Litvinova to the side and well, the rest is history!”

Having been always fascinated by the virtual world it only made sense for Mohammed to explore the realm further even through his work at BAZAAR, “I insisted to list a virtual influencer Noo Nouri last year on my best dressed list making it a first time in the brands history.”

Where do you find the inspiration to create these filters? What sets your creative fire alight? Habtoor explains. “My main focus is based on memories experiences and surroundings. Things that entertain me. ‘Summer Love Bite’ was my first one and I had to conceptualise something quickly. So I based it on what I was doing on that time which was my summer vacation.”

Following on from ‘Summer Love Bite’, Mohammed launched his second Instagram filter yesterday which was born out of a recent trip to Japan “In Tokyo wearing a paper mask on daily basis is a cultural convenience, so I said to myself let me use this as an inspiration and make it fun and that’s how ‘Beautifully Bondage’ came about. I am extremely lucky to have an amazing creative team backing my vision and turning it into a reality.”

Speaking on the design process Mohammed detailed the meticulous design process which included seeking advice on everything from social media engagement advice to carefully crafting the vision mood boards.

Being one of the most active Middle Eastern figures on social media, does Mohammed envision this tech evolving in the future but, with a more tech meets fashion perspective? “Definitely. We are already seeing many skincare brands moving forward with this. Quite recently I stumbled upon a shoe brand that also uses AR VR, most recently also you can fit out your entire house with furniture via using the brands application. The whole world will eventually turn to AR/VR. Just give it abit of time.”

With the emphasis on tech, virtual reality and purchasing via a digital medium ever increasing where does this leave the future of fashion? Will there be a shift in the way people consume fashion?

Mohammed muses. “The tech and digital world is constantly evolving in a long term marriage that we are witnessing. Who knows what the future holds? Today it’s AR/VR, but tomorrow something more futuristic will come about which will tap onto all the human senses. This shift is happening and we are living it.”