Dutch Moroccan Egyptian model Imaan Hammam has leveraged her substantial influence on social media to champion artists from the MENA region, engaging her vast Instagram following of 1.6 million in a fresh endeavor to spotlight Middle Eastern creativity on the digital stage.
Renowned for her appearances on fashion runways and currently serving as the brand ambassador for cosmetics giant Estée Lauder, Hammam has moved past her usual collections of local music on social media and has now embraced the position of an advocate for artists from the region.
Accompanying a carousel of artwork, the model captioned her post with "Long, hot summer," featuring an assortment of paintings that revolved around this theme. Among the showcased pieces were the late Egyptian artist Hussein Bicar's "Arouss Al-Nubia" (Nubian Bride) from 1992, Pippa El-Kadhi Brown's "There’s a Whole World out There, in Here" from 2022, Anuar Khalifi’s “Ghurba” from 2020, in addition to pieces by Sudanese artist Amani Azhari and Finnish Tunisian artist Dora Dalila Cheffi.
Apart from her engagement with visual arts, Hammam has a deep love for music. She regularly suggests songs through her Instagram Stories and keeps a dedicated "music" section that her followers can always access. She's even undertaken the curation of a playlist for the record label Habibi Funk, which is based in Berlin.
Spanning nearly three hours, Hammam's playlist, accessible on Spotify, presents a globally eclectic blend of tunes encompassing genres from rai to dancehall, showcasing international artists. This inclusive selection includes Arabic favorites like Cheb Mami and Ruba Shamshoum, in addition to celebrated personalities such as Fela Kuti and Sade.
This isn't Hammam's first foray into playlist creation. Back in 2020, the model was tapped by Rihanna's luxury maison Fenty, now defunct, to collaborate with Jahleel Weaver and music creative Steve Lacy in launching Apple Music playlists for the label.
Hammam's modeling journey began when she was discovered at Amsterdam's Centraal Station, culminating in her debut on the catwalk in 2013 for Jean Paul Gaultier's couture show. She has since graced the runways of renowned fashion houses. Additionally, her presence has been felt in international campaigns for major brands. Her partnership with US cosmetics giant Estée Lauder further underscores her prominence in the industry.
Reflecting on her roots, Hammam's upbringing within a Western environment was enlivened by her Moroccan mother and Egyptian father, fostering a strong connection to her heritage. Music, film, and art played vital roles in shaping her appreciation for Middle Eastern culture, an admiration she previously shared with Estée Lauder.
