Celebrity crooner Balqees Fathi certainly isn’t one for resting on her laurels. The Emirati-Yemeni singing sensation has added MARLI New York brand ambassador to her impressive list of feats. Fathi, one of the biggest female stars in the Middle East, has the kind of tantalising talent and incredible personality that reflects the spirit, principles and taste of the jewellery house that draws draws inspiration from the world's most dynamic city and the amazing women who live in it.
“Balqees embodies the MARLI persona, she is independent, accomplished, and carefree. Her personality and perseverance inspired this collaboration,” Maral Artinian, Founder & CEO of MARLI New York, said.
The star appears in a Ramadan campaign for the GCC region, wearing the jewellery house’s latest collection, “Tip-Top,” which features diamonds and precious blue-hued stones. The campaign is set to go live covering all the main media channels. Award-winning Creative Producer-Director Angy Akly, who has worked with different local and international celebrities, was chosen as film director.
Throughout the collaboration, the master of opera who performs in four languages will be wearing MARLI’s bold and emotive creations during all her official appearances. For example, MARLI will be the main sponsor for Fathi’s music video called “Darebet Shouq.” The agreement aims to strengthen market penetration and tap into new segments. Subsequently, a desirability and awareness for the brand that unites hand-crafted 18-carat gold with brilliant-cut diamonds and touches of vivid colour from gorgeous gemstones will be created.
Fathi, who has over 540 million followers across YouTube, Instagram, and Facebook, was the first female artist to win the Hollywood Music and Media Award. The artist, who has released several critically acclaimed albums and dominated in local and international music charts, was the first Arab to perform at a women-only concert in Saudi Arabia. Fathi was also as the first Arab singer to perform with opera icon Andrea Bocelli. Her most recent A-list collaboration was with superstar Alicia Keys during a show-stopping show at Dubai Expo 2020.
As well as a decade-long singing career, Fathi is a successful entrepreneur and women’s rights advocate. She launched BEX Beauty, a luxury and inclusive beauty brand named after her childhood nickname, in 2020. More recently, she has joined forces with SHEIN for a Ramadan collection to help the needy and less fortunate. Proceeds from the sold T-shirts emblazoned with lyrics from her songs are going directly to Emirates Red Crescent and Sanad Children's Cancer Support Association to help provide vulnerable women and children. We’re sure to hear about many more amazing initiatives from the UN Champion for Women's Rights in the Middle East, who was in fact the first to be appointed a Planet 50-50 champion for the Arab States Region by UN Women.
