You can’t walk two feet in Dubai without see a The Giving Movement t-shirt (unsurprising, as they are the region’s leading streetwear brand), and they’ve just announced their latest campaign, a collaboration with Al Rawabi School for Girls Season 2, in the form of a short film “A Story of Giving”. See it below.
Directed by celebrated Omani film director Chndy and written by Palestinian-Syrian actress Lana Al Beik, this film offers a cinematic depiction of the brand’s core values, narrated through the experiences of four characters from Al Rawabi School for Girls Season 2.
Shot in the heart of Amman, the film everyday life through the perspectives of four Rawabi girls – Sarah, Raneem, Thalia, and Lana. The girls share their individual stories of friendship, resilience and heritage, showing the importance of giving.
The Giving Movement has long prided itself on a business model built on conscious consumerism, raising AED 14 to charity with each item sold, working with multiple regional charities including Harmony House in India and Dubai Cares.
Al Rawabi School for Girls Seasons 1 and 2 are available to stream on Netflix.