This week marked a significant milestone for the renowned US luxury fashion brand Coach as it revealed its inaugural Ramadan campaign, featuring the prominent Saudi DJ and producer Nouf Sufyani, known by her stage alias Cosmicat. Cosmicat, a Jeddah native and expert in electronic music genres including techno and deep house, had a pivotal role in the campaign alongside fashion designer Salima Alaoui and professional football player Farah Jefry. The producer shared her joy, expressing that being part of this campaign was an amazing experience, from encountering the highly skilled Salima and Farah to experimenting with various styles and materials from one of her preferred brands.
Cosmicat further elaborated on the camaraderie among the trio during the shoot, emphasizing the inspiring exchange of thoughts and narratives. She fondly recollected the moments of bonding over conversations during hair and makeup sessions. The campaign, epitomizing the essence of community central to Ramadan, portrays the women posing together in jovial interactions, capturing candid moments of laughter amidst attempts to strike composed poses.
Highlighting the latest iteration of Coach's Tabby bag and the Willow shoulder bag, the campaign also introduces the brand's newest footwear designs. The collection boasts an array of vibrant colors such as pastel yellow, denim blue, beige, khaki, cream white, and jet black. Cosmicat's attire in the campaign varies from an outfit with a denim jacket over a black turtleneck top paired with lighter denim jeans to an oversized beige overall matched with the same black turtleneck top, accessorized with purses in black, denim, cream white, and pastel yellow.
Considering the recent pattern of global brands releasing Ramadan advertisements with Arab representation, Cosmicat stressed the importance of portraying individuals from her cultural background in media and fashion, recognizing the abundance and hospitality of Arab culture as well as its rich historical legacy. Recently, CH Carolina Herrera also introduced its Ramadan collection, showcasing Australian-Lebanese model Jessica Kahawaty and presenting a carefully selected range of modest attire for the sacred month from the New York-based brand.
