A new vision of identity for the Arab world
Bob Dylan once sang about the times a-changin’ and today, culturally, nowhere is this more so than across the Arab world. Modern Arab culture is in the early stages of a creative global revolution, with a new generation of people shaping a new identity that has evolved from the proud tradition of the region’s culture.
Looking to showcase the scale, unity and diversity of this is notion is the new “The Arabian Eye” campaign from Magrabi. The campaign is inspired by the Arabic phrase “Al Ourouba”, which refers to a common culture, based on a shared land, values, and a rich cultural heritage, but most importantly a shared vision of tomorrow, that unites Arabs from all walks of life.
Showcasing a whole new eyewear collection ahead of summer and upcoming Eid celebration, Magrabi’s vision is to celebrate the diversity of Arabs across the world and embrace the beauty of that diversity.
The campaign brings together a select of Arabic male and female influencers who represent their unique styles and Arabic identity, particularly Salma Abu Deif, Hala, Leena al Ghouti, Muhanned Al Hamdy, Abdulla Al Abdulla and Mr. Moudz.
"The instant I was told about the campaign, I knew I wanted to be a part of it," notable lifestyle influencer Mr Moudz tells Esquire. “To have the chance to be a voice of a generation where some have lost the feel of their roots, means the world to me.”
More than merely celebrating Arab identity, the campaign is also embracing the true spirit of the Holy Month Ramadan, with its “Vision for all” initiative where Magrabi will donate a pair of optical frames to children and the elderly in needed, for every pair of sunglasses or eyewear sold.
Coming together under the rallying cry of “Empower Your Vision”, the campaign wants to inspire the vision of a progressive Arabia that cherishes its common values, cultural heritage of the past, and embraces them in the new world of today.