AIISHA SS12 – Video Campaign!

A little project that had been on my mind for over 2 years has been put together with all the passion in my heart and has just been released publicly for everyone to watch.

The idea behind this project was to go beyond the norm in introducing our collection, instead of releasing a lookbook for few to see, we decided to take our work viral and reach for everyone. That’s the idea behind this short romantic video.

Watch our first ever AIISHA Fashion Campaign of our Spring/ Summer 2012 collection “Le Pouvoir de la Poudre” featuring Tala Samman as the face of AIISHA for this season.

 Special thanks to a group of amazing people, some mentioned in the credits, some remain anonymous. Thank you each and everyone of you for making this possible! I hope you like it!

The Team, the spinal cord:

Tala Samman for AIISHA S/S12

Tala Samman: When I think about fashion, bloggers, Middle East, beautiful girls, Tala Samman is the first on the my list. However, what I couldn’t get over after working with her was how polite, elegant and refined she is. She’s truly a delight to work with. She knows what works for her and is a professional in every sense of the word. Above all, she fell in love with the collection and is a long-time supporter.

Harry Santa-Olalla: Is a famous and a handsome face in Dubai and he just happens to be real fun on set! He’s a breath of fresh air and I had the pleasure of working with him.

Rupert Chesman: My favorite filmmaker ever! My supporter.. my friend, the man who always makes me proud!

Kirsty Jones: Our editor and the person who keeps smiling! Amazing human being!

Hamza Attar: By far one of the best photographers I have ever worked with! He is a raw talent. All photos were taken by him.

Samira Olfat: You know, I love her, I swear by her! One of the very best I’ve ever worked with.

Khaled Kahel: He understand hair and he simply styles it at its best! He’s my personal hair stylist and he is one of my top 2 favorite hairstylists in the world!

Cottage Chic: If I could, I’d live in Cottage Chic! Its home, its vintage, its class, elegance, beauty, warmth, luxury.. its your ultimate dream home if you’re into vintage. The cooperative staff from Cottage Chic was beyond impressive! They made our shooting feel effortless! You can visit Cottage Chic on JBR, Dubai.

Maison Sucre: We had a 100 delicious colored cupcakes from Maison Sucre and it was intensely difficult to keep our hands off of them during the shooting. After the shooting, they were all gone!

Milk & Honey: I’m addicted to shopping from Milk & Honey! I love its products and above all its  interior. Visit it on The Palm Island Jumeirah, Dubai.

Al Hai Motors and Chrome Automobiles: Did you see this Lincoln Continental 1955 we had in the video? It was a show stopper in every photo, during the shooting, with the models.. it was everything!

Oceans Advertising: Every detail had someone to take care of it! Oceans Advertising took care of the branded AIISHA boxes that were meticulously produced in a very short time frame.

Elena Gramatica & Annabelle Wilkins from MS&L PR Dubai: These 2 ladies had a passion for this project to fill a palace! They worked with me on every detail from the flowers to Tala to the beautiful coverage we got starting off by Harper’s Bazaar and Savoir Flair. They were my eyes and ears, they were my support and the key people who made this possible!

Rached Hachoui: The devil’s advocate as he calls himself! Precise yet a perfectionist! Our producer and eternal partner

Maha Barada, Victoria Lelandais, Tarik Batal, Imad Bassil, Yasmine Ambre: Thank you for your support, your inspiration, and unconditional love!

Parov Stelar – Powder: I sketched most of my collection while listening to this track. It was only common sense to use it and to fall in love over and over with beauty and life while listening to it. Thank you for making such great music!

Special Thanks to June Ambrose for letting us use her personal turban making the beach scene epic! It was passion, fashion, trend, attitude, love and everything..

It has been an amazing experience that I couldn’t have done without the support of many people.


Dubai: FROST Boutique, Jumeirah Beach Road, Dubai – UAE

Paris: Espace Createurs Luxe Junlon, Galeries Royale, 9 rue Royale, Paris- France

Rest of the world: Contact us for custom-made


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